Being a new business unit with M&S, we needed to start at the beginning and gather insight into the audience personas. By understanding the audience, we would be able to target them more effectively.
Who are they?
Where they lived?
How are they described?
What were their likes & Interests?
What were their motivations and digital capabilities?
Why would they buy from M&S Corporate Gifts?
The Solution
SEO & Keyword Audit
After that we completed an SEO and keyword audit on the website to ensure that nothing within the build would negatively impact on search engine performance and be closely matched to the user intent.
We worked hard to establish the website with the search engines by publishing a plethora of content about corporate gifting and gaining relevant links to increase M&S Corporate Gifts’ domain authority.
We had a schedule of fresh content to support the keyword strategy that was aligned with their promotional calendar and aimed to get the site ranked on core terms that would deliver highly relevant traffic.
Our campaigns were focused on high value content to deliver maximum impact with the target audience.
To complement our SEO campaign we used PPC to actively target seekers of the M&S business products (e-gift cards and gift cards) giving complete coverage on all core key phrases.
We used email marketing for big seasonal campaigns like Christmas, which was supported by blog content and distributed socially, in particular on LinkedIn. This helped to bolster awareness within the corporate audience and were supported by display ads with clear CTAs to drive conversions.
The Results
Traffic volume and sales increase year on year.
We worked on the account for over three years, during that time we saw traffic volumes increase YOY. There were massive peaks in conversions off the back of our seasonal campaign activity with some product ranges completely selling out!
