The client

ERF Electrical has been helping electrical installers across the UK since 1967. It provides wholesale products to clients across a wide range of sectors, with 12 physical branch locations up and down the country. Impression also supports ERF Electrical with its paid media strategy but this case study solely focuses on digital PR.


Digital PR

The challenge

Leading UK electrical retailer ERF Electrical approached Impression for digital PR services in early 2020, just before the pandemic hit. At the time, the site had a Domain Rating (DR) of just 7, making it weak in comparison to some of its competitors. ERF wanted to boost its brand awareness and backlink profile, helping it to attract new trade customers while increasing its position in the SERPs.



The strategy

From our initial audit, we determined that more SEO-driven tactics would be a good place to start with the link building, primarily through directory placements. We have supplemented this activity with reactive PR, thought leadership and campaigns, with a focus on gaining coverage in the trade press.

Many of the campaigns have been informative in nature, providing electrical trade publications with content that serves their audience.

Here are a few examples:

5 things you can do post-Covid (Electrical Trade)

How can electricians earn themselves a five-star review? (Electrical Contracting News)

Top tips for electricians struggling with their mental health (Love Business East Midlands)

The five most common assumptions about electricians – but how true are they? (Electrical Times)

In addition, we occasionally create press releases to announce important business news, such as when ERF Electrical appointed a new managing director to drive the company’s next phase of digitalisation and growth.

Business news can be fun too; in April 2021, ERF gained six pieces of coverage for a competition that offered the winner their weight in chocolate!


The results

The following results have been achieved with the help of digital PR activity.

pieces of coverage secured since March 2020
number of average links secured per campaign
increase in Domain Rating (DR)
ranking position for 'electrical wholesalers Nottingham' vs #9 in Jan 2020
No. of ranking improvements overall from new or improved keywords since working together

Working with Impression over the last year and a half has allowed our business to widen our digital reach, significantly improve our domain rating and to position the business as a leader in the market.

The team we work with, including Rebecca and Joe, are dedicated, knowledgeable and resilient and despite having stakeholder challenges to manoeuvre, always maintain a positive can do attitude, and we have made real progress in helping to educate the business on the power of digital PR.

Find out what we can do for you

Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.

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