Best practice from Kingston Communications.
In 2007 Kingston Communications (KC) acquired Mistral Internet which enabled our existing portfolio to expand into the hosting market.
With hosting being a highly competitive market KC needed to secure their presence and visibility against competitors to ensure that we are recognised as a leading provider of hosting services. This had to be delivered to an audience that has a rich area for growth and therefore has become saturated by competition.
The strategy was to introduce a multi-touch campaign to ensure our audience were being met with consistent messaging and seeing KC in all of the relevant places therefore getting recognition both above and against our competitors.
To ensure traction with our target market the campaign was focussed on being business benefit led to ensure our target markets realised we had the knowledge, expertise and experience to understand their requirements and deliver solutions to suit.
It was also important to get an understanding of our competitors’ approaches so that we could ensure that KC stood out from the crowd.
The delivery mechanisms used to execute this campaign consisted of:
• Enhanced SEO
• Online advertising
Constant reviews of all mechanisms and results were vital to ensure we could continually enhance activity to optimise results and the use of PURLs would allow us to track which mechanism was most effective.
Key messaging was created and cell testing was prepared which allowed messaging to be enhanced on an on-going basis, these were supported by using PURLs which allowed us to monitor which mechanisms were working most effectively and also allowed us to respond to those that had shown a level of interest.
Email and DM were created to have staggered land dates so that recipients received an initial message and then a couple of days later a prompt message.
All traffic was then driven towards a specific microsite which gave comprehensive information on KC’s hosting portfolio, not only does the microsite consist of standard product information but also offers business benefit focus and a download centre providing information on services and associated subjects of hosting.
In addition to support the DM, Email and microsite SEO was constantly enhanced to ensure that KC were kept within the top organic rankings on google, alongside this PPC campaigns ensured that when people searched for key terms we had included within messaging that KC was the result they were served.
Online media advertising placed on key websites that we knew target audience were actively using was implemented which was then driven to the dedicated microsite.
The key with all activity was to ensure that recipients had the option to call and speak to a hosting specialist immediately to discuss their requirements or were able to access relevant and coherent information on the product area they were interested in.
In using an on-going multi-touch campaign an ROI of 300% + was achieved and continues to be increased. We have been able to learn about buying habits, cycles and patterns of new business and enhance campaigns and interaction with existing customers and potential new business even more.
Traffic volumes to the dedicated microsite increased and new business leads doubled with the introduction of this activity.
On-going activity now continues and further enhancements are made to ensure that our rankings and presence within the market place are strong.
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