New website & integrated marketing strategy boosts Atlas Safety Management service offering

“I’m so glad we chose Cognique to build our new website, develop our marketing strategy & strengthen the Atlas brand.”

Oliver Beynon, Managing Director, Atlas Safety Management

New website & integrated marketing strategy boosts Atlas Safety Management service offering

Atlas Safety Management offer specialist health & safety services & training to a wide variety of commercial sectors. When Cognique were introduced to them, they knew their expertise, breadth of knowledge, flexible service packages & exemplary customer service set them apart from the competition, but their marketing messages were inconsistent & lacked strategy. Basically they were firing in the dark, so we helped them shoot straight…

Planning and strategy

The starting point was understanding Atlas Safety Management as a business. We worked together, identifying key sectors, listing KPIs & profiling clients. This vital first stage consultation established their business goals, the target audience & how Atlas differentiate. Now we could start the process of mapping out a marketing strategy. But there was also the issue of a new website…

Bespoke online platform

Offering numerous Health & Safety services & over 40 safety training courses, across multiple sectors, the new Atlas website needed to house a lot of information. Good UX makes sure that visitors easily find what they need & the clean, confident design appeals to a corporate B2B marketplace. Building it on user-friendly WordPress, means the Atlas team can quickly & easily add or update content. The new website would also act as an online platform for a predominantly digital marketing strategy.

Reducing the bounce rate

Given the competitive market, the SEO initially focused heavily on keyword research. This research allowed us to identify competitor ranking for core phrases & then achieve positions 1 or 2 for Atlas. Other major improvements have included search query results shifting from page 8, position 85 of Google to page 1, position 8. At the same time, we ran a backlink campaign, which increased average monthly website referrals by 23% & reduced bounce rate (for this traffic source) by 35%.

PPC drives new enquiries

Atlas were already running Google Ads via Smart Campaign. However, the Click Through Rate (CTR) was minimal & the bounce rate high. Cognique setup a new account with individual campaigns & multiple ad groups so that we could target keywords, demographics & geographic areas far more effectively. Our careful keyword targeting & settings optimisation increased the CTR to 4.6%. The result? Atlas reported an almost immediate upturn in new & quality enquiries.

200%+ increase in visits

Content marketing & regular blogging helped target keywords & add regular, fresh content to the website. Written to add value & credibility, some of the blogs have been served as featured snippets (the new position ‘0’) to search queries on Google. Content marketing has generated an impressive 217% increase in visits to Atlas blog pages & website visit times have grown 53% as browsers use the blog pages.

Improved open rate

Cognique built an Atlas Safety Management branded email template & segmented their client database to ensure each persona group receives relevant & useful information. Each campaign, with its clean design & engaging content, often converts a healthy 34.6% open rate (well above the average) & a 7.1% click through rate.

Social growth

Employing a consistent tone of voice & imagery, Cognique developed & manage a social media strategy that immediately grew followers by 34% across the Atlas Twitter, Facebook & LinkedIn accounts. Given its predominantly B2B audience, a 14% rise in LinkedIn engagement helped increase visibility in a corporate landscape, strengthening Atlas premium brand.

Reporting the value

Cognique produce quarterly ‘deep dive’ reports that detail the effectiveness of the retained marketing. These reports aren’t simply filled with confusing charts & numbers; we analyse the data, clearly explain what it means & suggest sensible actions based on evidence. If the marketing goals are on target, great, that demonstrates good return on investment. If not, we’ll identify the barriers & suggest ways to overcome them.

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"From the outset we wanted to position Atlas Safety Management as a premium service. We were convinced of our competitive edge: our knowledge, service offering & specialist team meant we could bring something unique to a crowded marketplace. We also knew that marketing was vital to our business growth & I’m so glad we chose Cognique to build our new website, develop our marketing strategy & strengthen the Atlas brand."

Oliver Beynon, Managing Director, Atlas Safety Management

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