The client
Mitrefinch offers workforce management solutions, providing a full suite of products to effectively manage time, efficiency, productivity and costs. It’s long-term goal is to establish itself as a household name in the workforce management industry.
This campaign has been shortlisted in the 2020 UK Agency Awards for Best Integrated Marketing Campaign.
The challenge
Due to the infancy of the client’s backlink profile and notably the lack in quality and quantity of backlinks to its domain, the site was struggling to rank well for the majority of its commercial keywords that would likely drive sales and revenue through organic search. Ranking for “workforce management” is a commercial priority as their target audience is looking for a full suite of tools. The client was also keen to engage with cold audiences and accelerate the generation of quality leads.
We were tasked with the following objectives:
- Improve visibility for a set of “workforce management” keywords
- Build links towards the domain to establish authority
- Increase lead volume
- Within media spend budget
The strategy
With the above mind, we aimed to:
- Create a campaign utilising topicality to build links to establish authority and therefore increase organic rankings
- Use the campaign as a lead generation tool, integrating a full-funnel paid social strategy, including targeted remarketing via LinkedIn to drive awareness and convert qualified website traffic into leads
In line with National ‘Sickie’ Day, we focused on content related to sickness and absence at work.
We set about researching which European workers take the most sick leave and why. Findings formed the ‘Sick Leave Index’ an eye-catching visual accompanying a supporting blog post informing employers how they can minimise sick leave in their workforce.
We focused on an international angle using established data points for countries across Europe (equivalent to the CIPD in each country) to add clout to the campaign and provide authority to the client. This allowed us to target our outreach towards an array of national and trade publications
We integrated paid social to target those who weren’t finding Mitrefinch via SEM. Using LinkedIn ads, we could proactively target key audiences and increase quality traffic to the website.
The results
The results cover a time period from February 2020 - March 2020
I worked with Impression previously, after moving to a new position I knew very quickly that the existing provider was no match and soon brought Impression on board. Very glad I did. The investment v’s the number of specialist we get to tap into is well worth it. We saw impressive results within the 1st quarter. We work with the team across SEO, PPC and Paid Social and find the team helpful, strategic and responsive. They have propelled our digital strategy much further than we could have done alone in house in this time and their expertise is leant on regularly. All the team on our account are like an extension to our in-house team and we love having them around! Highly recommended.