We have built and developed a digital strategy to drive website leads from SMEs in the West Midlands. We focused our efforts around Search Engine Optimisation (SEO), Search Engine Marketing (SEM) and paid social media advertising.
increase in organic visitors
reduction in CPC in AdWords
Enterprise Action is a business support project run by the University of Wolverhampton, part-funded by the European Regional Development Fund (ERDF), that offers tailored support packages for individuals who want to start business.
From co-working space to match-funded grants, the project aims to support people with a business idea, a newly created business or established SMEs to develop their businesses within the Black Country and the Marches.
Campaign Goal – Drive Website Leads
The main objective was to drive a consistent monthly flow of enquires from people who could benefit from the Enterprise Action project.
We built and delivered a multi-channel digital campaign, broken up into 3 key outputs:
Search Engine Optimisation (SEO): Our SEO strategy initially focused on refining the UX of the website, where we added specific pages for each the key outputs of the service, this proved to be extremely successful. Moving forward we have been writing regular blog updates to help keep a flow of relevant content coming from the website.
Paid social media: Using a mixture of Facebook and Instagram we reached the target audience with bespoke animated adverts that informed them on the services on offer, then retargeted the people who didn’t convert on their first visit.
Search Engine Marketing: Through in-depth keyword analysis and research we built successful campaigns on AdWords and Bing Ads. The campaigns began focusing on all service but have been refined to narrow in on the ones with the highest conversion rate.
In the first 6 months of activity we have seen a healthy month on month improvement in the performance of the website and the number of leads generated has exceeded initial targets.
So far, we have achieved:
- 7.18% overall conversion rate
- 77.51% reduction in CPC in AdWords
- 1,181% increase in organic traffic
- 521k people reached
- 11.91% average CTR on PPC
“Ubiquity have been instrumental to the success of the Enterprise Action Project. By surpassing our expectations and delivering an exceptional digital marketing campaign, we managed to reach new business owners who we may never have had the opportunity to support. This, in turn, has helped to further support business growth, creation and economic prosperity across the region.”
Michael Taylor, Project Manager of Enterprise Action