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…
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…
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.
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%.
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.
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.
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.
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.
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.
Oliver Beynon, Managing Director, Atlas Safety Management
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