How did we help?
- Improved the amount and quality of enquiries via the website.
- Successfully navigated through initial COVID-19 impact.
- Generated their highest value conversion to date.
£1.6m in revenue
generated in 6 months
319 enquiries
via search marketing
500k value
of one single enquiry
The Challenge
ISG Fume had a very ambitious revenue target for 20/21 but didn’t feel they had the rights tools and people in place to achieve it.
Upon seeing our successes with other clients in the Feel Digital family, we embarked on a close working relationship with ISG a target of £1 million in turnover from digital sources was agreed.
It would be a big project as some aspects of their online marketing activities needed a complete overhaul and approach. And that’s without the additional challenging effects Coronavirus had on everyone and everything.
The Solution
Feel grasped this objective with both hands and strategically planned what was needed to ensure we reached the amount of conversions that would be required to achieve ISG’s target.
By attributing a certain percentage to each marketing channel based on the previous year, we could see how many each one would need to deliver. As combined search accounted for 80% of website conversions in 2019, this needed to be our central focus.
From this starting point our SEO and PPC teams collaborated to formulate a rock-solid plan of attack, firstly ensuring we weren’t paying for poor quality traffic by reducing waste and improving their visibility for search criteria with their audience. Using conversion rate optimisation methods, we improved the site’s messaging and structure to promote key features of ISG’s products.
Key Aims
Turnover
Increase revenue from better qualified and additional online leads.
Communication
Improved page landing structure and clear messaging.
Visibility
Trim the waste from SEO and PPC campaigns to focus on main targets.
The Results
Thanks to a close, open and honest relationship between Feel Digital and ISG Fume, it meant that we could closely monitor and analyse the progress of our targets throughout 2020. By trusting the process and having faith in the approach meant that more opportunities arose, and our original goal wasn’t just achieved, it was smashed! Don’t just take our word for it though.
“Thanks to the guys at Feel, not only have we met our objectives for 2020, through the additional revenue we’ve generated from the enquiries we’ve received, our plans for 2022 have been brought forward and being worked on now” – Laurie Wood, Managing Director
As you can see, the close ties between Feel and ISG have blossomed into an official partnership for the future.
Our digital marketing campaign was also recognised by the Northern Marketing Awards 2020, which Feel was shortlisted for Best Search Marketing Campaign.
£3m+
lead revenue generated before the end of 2020.
180%
increase in conversions from combined search.
67:1
return on investment from our search marketing during 2020.