I was brought in to develop and improve their efficiency and understanding of the digital side of marketing. My most notable accomplishments include increasing Granta Design’s traffic using social automation, and search engine optimisation, supporting content development (see links below), and improving lead generation performance through conversion rate optimisation.
While the majority of Granta Design’s website traffic came from organic (around 60%) there were quick ways that I could increase both the quality and quantity of their search engine traffic. For this, I optimised the website’s top 100 pages to capitalise on branded keywords such as “Granta Design” and product-based keywords such as “CES Selector” and “GRANTA MI”. As well as this, I provided a keyword-focused approach to content development, so that blogs would develop consistent organic traffic over time.
Using keyword research, I began to support content development by writing a number of articles for the company. These articles included Simulation for the Automotive Industry (https://bit.ly/2BRlitA), “Additive Manufacturing: Will anyone think of the data?” (https://bit.ly/2SUt14G), and “Material Shortage – what next?” (https://bit.ly/2NpyB8R).
While the marketing team had already enjoyed success through regular well-attended webinars, wide coverage in a number of trade magazines, and high-quality events, and more, the marketing team had not had yet found a way to have a central location for their data. I worked to make this a possibility by setting up a Google Analytics account that could provide essential information such as where the traffic was coming from (social, organic, referral), where it was going (blogs, events, product pages), and what it was doing (bounce rate, conversion rate, time on page).