THE CLIENT
With a growing number of businesses actively collecting masses of data, it is crucial that strategies are adopted to help transform information into business-enhancing insights. As one of the UK’s leading providers of Business Intelligence and Productivity solutions, Circyl work alongside organisations to help them implement data strategies that have been tailored to meet their unique needs and requirements.
To ensure business challenges are properly addressed, Circyl have built a strong reputation for their consultative approach, taking the time to get under the skin of a business so that the appropriate advice and recommendations are made.
As such, Circyl were keen to promote their data consultancy services, ensuring prospective clients were aware of this approach and how it can help make complex processes more understandable. Of course, it was vital that the campaign did not negatively impact daily operations, with all marketing tasks completed efficiently in the background.
THE PROJECT
After meeting with Circyl to discuss the scope of the project, the level of detail quickly became apparent, with promotion necessary across a wide range of platforms to ensure the message was received. This included the delivery of a dedicated, SEO-friendly web page for data consultancy services, a thorough email marketing and social media campaign, an engaging video case study and insightful graphics to be used across various channels.
The first step was to record the video case study, which involved drafting a comprehensive script before meeting and interviewing Circyl’s client at their offices. Once the footage had been captured, our in-house team edited various clips to be used on social media – the full-length case study was then uploaded to the website and used on the dedicated web page.
This page featured over 2,000 words of optimised content, detailing the importance of Circyl’s data consultancy services and the benefits of having a strategy in place. It also included a downloadable PDF that offered more detail with regards to costs and a call to action for visitors to contact the team.
With it being a new page, it was vital that email and social media campaigns were utilised to help drive traffic to the site. A detailed, seven-week campaign schedule with visually appealing graphics was created to ensure a steady stream of content was published – this included sponsored content for LinkedIn to boost reach and engagement too.
Meanwhile, tailored emails were distributed to potential clients as a way of promoting and generating interest in the new landing page and services. All new clicks, leads and followers were then relayed to the client so that they could follow up with interested individuals.
THE RESULTS
- In the two months since the data consultancy page was published, it has reached the first results page for four key data consultancy search terms, making it highly accessible for those using Google to find support.
- The data consultancy page is also now the second most popular page on the entire Circyl website (behind the home page), responsible for 20% of the site’s total traffic. This, of course, is a significant achievement in such a short space of time, especially considering the long-term nature of SEO as a marketing strategy.
- The email strategy also proved to be a success, with campaigns achieving an 11% open rate – much higher than the industry standard of 1-5% for cold email campaigns.
- Circyl’s LinkedIn profile experienced a significant boost, securing 140 new followers – a 75% increase compared to the seven weeks prior. During the campaign Circyl also saw a massive 1,387% increase in impressions and a 1,622% increase in clicks, proving that the new content was highly engaging and effective.
Having seen vast improvements across the board, the success of the campaign has given Circyl the confidence to repeat the process, following the same blueprint to help promote other key services.