Multi-Disciplinary Consultancy Requires...
A Multi-Disciplinary Approach to Online Marketing
Prior to approaching 11:FiftyNine, HLN Engineering Ltd had worked with a number of local marketing agencies. Unsatisfied with the level of service they had received, further compounded by disappointing results and mis-leading information, the management team at HLN were keen to work with an agency that offered transparency and above all delivered on its promises.
The brief was simple and clear: increase brand awareness and leads in the most cost-effective way possible.
Prior to our involvement, HLN had relied on PPC in order to acquire leads from local search traffic as-well as targeted locations along the M4 corridor. Successful to a degree, the management team at HLN felt that the campaign could be improved and cost savings could be made.
In order to minimise disruption, it was agreed that the PPC campaign would continue to run as normal during the transition period.
That being the case, our first priority was to ensure a smooth handover. Our second priority was to develop a strategy in line with the objectives outlined in the brief.
It was clear from the outset that no effort had been made to optimise the company website for organic search. Furthermore, detailed keyword research revealed plenty of opportunity for organic traffic and lead acquisition in the locations where the company has regional offices. A dual local/organic SEO strategy was therefore devised to compliment ongoing PPC activity.
We are still working with HLN Engineering Ltd, although we are pleased to say that the performance of the PPC account has improved substantially, as a result of a series of changes and ongoing management.
SEO can take weeks, even months before your efforts start delivering results. So far, we have achieved page 1 rankings for a number of high search volume/low competition keywords, as-well as listings in Google’s 3-pack (the top three local search results). Organic traffic and lead acquisition is also climbing steadily, month on month.
As search intent for the services HLN provides is high in the areas surrounding the company's regional offices, we aim to minimise PPC activity in these areas once organic and local search traffic is sufficient. We are currently on course to achieving this aim.