33% increase in year on year traffic
Enquiries increased by 49%, showing an improved website conversion rate (up 12%), making more efficient use of marketing spend
PPC traffic increased 139% and enquiries 171% year on year
We devised and executed a data-led strategy to reach a B2B audience who may not have heard of Ticketmedia previously, with our main focus being more sales leads from the website.
Ticketmedia offers advertisers across many different sectors the chance to convey their message to a broad audience, by literally placing it directly into their hands via tickets or receipts.
The challenge was to make more advertisers aware of this opportunity and to generate more sales enquires as a result.
We focused on the most highly converting digital channels we could influence – paid search (PPC) and organic search. As well as conversion rates, we also researched the most common converting journey paths, and saw that after direct visits, single visits to the site via paid and organic search were the next most highly converting. In other converting journey paths, search also featured heavily at the start of the journey – the research phase. Alongside these channels we also worked closely with Cobb PR, to generate wider brand awareness and support the strategy.
One of the key elements of the strategy was around website content. We wanted to speak to advertisers in more of the sectors Ticketmedia wanted to reach, both when they were already on the site, but more importantly to drive them to the site in the first instance via search, during the research phase. This was particularly important given they may not have heard of Ticketmedia previously, or considered ticket advertising in their marketing mix.
We researched, wrote and optimised (for search visibility) new, dedicated pages for a different sector each month, prioritising sectors that had the highest search volume based on our search term analysis, and therefore represented the biggest opportunity.
Page content was informed by keyword research, ensuring that what visitors found matched what they were likely to be looking for, increasing relevancy and the likelihood of them making an enquiry. Each new sector page was accompanied by a case study, demonstrating Ticketmedia’s solutions in action. All content was written by Cobb PR, ensuring consistency in style and tone of voice.
PPC campaigns were set up and put live, to capture those searching for relevant services and send them to the new pages.
To drive wider brand awareness for Ticketmedia, Cobb PR worked to secure press coverage, focusing on regional announcements, sector-specific news and articles for Ticketmedia’s CEO, to position himself as a leading business figure.
Finally, alongside the sector page strategy our UX team tested and implemented tweaks to the website navigation and page layout / imagery, making the site easier for users to navigate and positively impacting all channels.
Six months after implementing the strategy we saw:
- 33% increase in YoY traffic
- Enquiries increased by 49%, showing an improved website conversion rate (up 12%), making more efficient use of marketing spend
- PPC traffic increased 139% and enquiries 171% year on year
- Organic traffic increased 25% and enquiries 16%
- Tweaks to the website resulted in positive changes such as time on sector pages more than doubling, and conversion rates for other key pages increasing 89%