Case Study | Mitrefinch | 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:

1

Improve visibility for a set of “workforce management” keywords

2

Build links towards the domain to establish authority

3

Increase lead volume within set 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.