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Increase M&S for Business brand awareness and service through digital in order to grow revenue and establish the brand as a market leader in the B2B industry.
M&S for business is purpose-built for corporate customers. As well as having many years’ high street retail experience and being part of one of the UK’s best loved brands, M&S also provide a range of other benefits that make great sense to businesses.
Your M&S for business accommodates all budgets, large or small through offering vouchers, wine and hampers products with great discounts available instantly online. Their range works to help businesses attract new customers; retain existing clients as well as fostering loyalty amongst employees.
Our challenge was to deliver greater visibility in the search market for relevant and critical phrases to increase both enquiries and sales online while also establishing M&S for Business as a market leading B2B specialist offering innovative ways to offer improved business solutions whether attracting new customers or motivating staff.
The strategy looked to offer a unified approach through digital marketing to expand the M&S for Business portfolio. This meant communicating with the audience where they were spending time online.
In order to achieve this it was important that insight was carried out Adido started by looking at insight into the audience to ascertain:
By understanding who the audience were it meant that messaging could be more tailored and targeted and time could be spent in order to deliver tactical marketing activities in areas that would make a difference.
The solution focused on four core areas:
On top of bespoke articles being created for target industry publications and blogs being created on site to encourage more visibility a number of highly targeted insights pieces were created in order to achieve maximum impact during a set time.
These insights pieces were then promoted to their targeted audience in order to seek high quality coverage offsite and gain relevant links to increase M&S for Business domain authority. Additional assets such as infographics and PDFs were also created in order to offer additional content opportunities and shareability.
Increase in keyword visibility across the account
Linking root domains and counting
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