StaffCircle: digital marketing strategy for a leading communications and performance platform
StaffCircle first approached Digital Ethos with the main objective of increasing marketing qualified leads across the UK and USA, with the view to expand into English-speaking European countries thereafter.
The first hurdle was to fix the look, feel and content on the website. The historical content didn’t communicate the brand mission or values and the existing marketing campaigns were driving low quality leads.
The long-term goal after the initial website build project was to attract new, high quality leads. StaffCircle wanted to optimise their ads for greater ROI — decreasing ad spend while still generating more qualified leads. They also wanted to start seeing a return on investment across the new marketing channels, SEO, email & PR.
Digital Ethos’ approach was to initially rebuild the website, adding a new branding, and implementing content, calls to action and resources.
Once the foundations were in place, Digital Ethos built an omni-channel strategy that echoed a consistent message across each channel. We split the campaign into two core calendars, one for the UK and one for the USA, with in-depth research supporting each.
The ad copy captured attention based on growing search trends in the HR industry. Those users were then drawn to the useful and relevant content on the landing page and later nurtured through a customised email funnel. The PR campaign carried a consistent message, showcasing new customers, platform updates, investment and collaborations.
Digital Ethos worked closely with StaffCircle to determine which leads would provide optimal down-funnel performance. We then identified the most cost-efficient audience segments and created messaging, content and assets specifically to appeal to them. Using our ‘best of test’ methodology, we continued to optimise the ads, targeting and wider campaign efforts.
The Results, SEO
- 358% increase in website impressions
- 67% increase in organic traffic
- 13% increase in organic conversion rate
- Page #1 ranking for 5 most competitive keywords
The Results, PPC
- Decreased cost-per-lead by 37% YoY on paid aids
- 16% increase in conversion rate
The Results, Email
- 11% increase in open rate
- 7% increase in click through rate
- 57% increase in conversion rate
The Results, PR
Received coverage in Yahoo, HR Toolbox and Employer News, amongst other high-profile digital media outlets.