Are you spending too much on PPC, advertising and paid SEO?
Are PPC, advertising and paid SEO not delivering enough sales leads for your business? That was certainly the case for Yorkshire-based BPI Asset Disposal just before they contacted us.
With a goal of doubling the size of their business, sales leads and winning new customers was top of their requirements when they enquired about our digital PR.
The issue they had with PPC, Advertising and paid SEO was that it was expensive and didn’t always deliver the quantity or quality of sales leads they were looking for. This was further compounded by the fact that when they stopped any of these promotional mediums, online visibility of their brand immediately disappeared.
The challenge
The senior management team at BPI set us the challenge of securing a certain number of organic backlinks each month. These had to be in reputable trade magazines that their customers were reading and secured on editorial merit (not paid for).
One of the reasons that BPI targeted us on backlinks is because Google determines a website’s authority, relevance and trustworthiness based on the number and quality of backlinks. That means, the more ‘quality’ backlinks that the BPI website has, the higher it will appear on page one Google searches.
The second challenge set by BPI was to increases awareness of the BPI brand in key market sectors: construction and manufacturing, again with the aim of generating high value sales leads.
What we did
We created a digital PR campaign for BPI aimed at B2B buyers in construction and manufacturing sectors. It was a content lead strategy, meaning we focused on writing articles about BPI for the top online trade journals.
What makes a good B2B trade journal? For us, it’s a combination of making sure it has a relevant readership and high domain authority.
Securing backlinks and online articles in these journals in the first few weeks of the campaign meant that we got off to a flying start.
The results
Our single largest sales lead from digital PR for BPI YTD so far has been £104,000.
Nothing feels better than getting an email from your client saying that they have won a large new order from our digital PR service a. And so it is that Abbie said:
Hi Dragonfly team
We’ve had an inbound lead today to sell 49 tractor units with us at over £2k each because they saw this article you did. AMAZING!!
The really amazing aspect of this is that this single sales lead for £104,000 turned into a new customer for BPI, meaning they continue to receive large orders from them!
The focus on backlinks was definitely right for BPI. Not only did it make their website more visible to Google, but it made a step change in the number of potential customers that were reading about them on trade media websites and then clicking though to the BPI site.
What really works with our digital PR campaigns is that the backlinks are cumulative – we generated 34% more links than we were targeted YTD – and these add up over time. And, unlike PPC, Advertising and paid SEO, they remain online indefinitely, meaning customers will still be finding the BPI website via these links way into the future.
Is Digital PR right for your business?
BPI originally approached us because they felt that they were spending too much on PPC, Advertising and SEO.
With multiple high value sales enquiries and seven new customers since March this year, we demonstrated that our digital PR achieves better results.
If you are a B2B business that thinks you are spending too much on PPC, advertising and paid-SEO, then our digital PR can help.
