Client: BPI Auctions
Client overview:
Online asset disposal specialist BPI Auctions helps businesses by providing an easy-to-use platform to sell unwanted goods quickly. They focus on providing an extremely competitive experience, with dedicated account managers to help users through every step of the selling process.
Key stats:
43 pieces of press coverage
- 39 new backlinks built to the website
- Gained high-authority regional coverage, such as Wales Online and Coventry Telegraph
- Coverage resulted in a total reach of over 8.7 million
Campaign overview/brief:
In 2022, we were appointed to raise the brand profile and online visibility of BPI Auctions through digital PR. We aim to create high-quality on-site content to increase keyword rankings while also generating links in authoritative online publications which serve to inform their target audience.
Following a rise in tool theft crime and a 117%¹ increase in online searches for ‘tools stolen’ since 2020, we saw an opportunity to insert BPI Auctions into the conversation, as their customer base is concerned with increasing cash flow within the business.
We sent out FOI (Freedom Of Information) requests to all UK councils to request the number of tools stolen, the type of tool and the value of it. We collected and analysed the data to identify which areas suffered the most commercial tool thefts since January 2020 and created national and regional press releases.
Tactics used:
In order to understand which areas of the UK suffered the most tool thefts, we analysed 45 FOI responses from councils across the UK.
The data revealed that Cambridgeshire was the worst affected area, and we created a list of the top ten areas to allow us to target each of these areas in a separate press release. We also used this campaign to target keywords around business assets and asset disposal to help raise BPI’s online profile and position them as a valuable tool for increasing cash flow.
The results:
We secured a total of 43 pieces of coverage for the campaign throughout September and October, resulting in 39 new backlinks to the website. We saw linking coverage in many of BPI’s target high-authority regional publications, including Bristol Live, Coventry Telegraph and Wales Online and reached a total readership of over 88.7 million.
We also secured wishlist construction industry coverage for BPI, including Building Design & Construction, which will help to target potential new customers in the sector.
The supporting on-site content on the blog has generated 31 entrances and 87 page views since September, with users spending an average of one minute and 36 seconds reading the content.
The coverage supported website traffic, with BPI seeing an increase in page views (+6.01%), an increase in unique page views (+6.97%) and a reduced bounce rate of 9.22% in the month after the on-site content was published.²
The on-site content generated some great improvements for related keywords, such as ‘power tools liquidation’ (+18), ‘wholesale auction items’ (+36) and ‘sell tools online’ (+12). We also saw related new keyword rankings a month after the campaign went live; related keyword rankings, such as ‘tools auction’ (position 1) and ‘woodworking tool auctions’ (position 1).
If you are interested in learning more about how digital PR can support your online presence and help meet your business goals, contact our friendly team today!
You can also view our full case study here to learn more about our digital PR support for BPI Auctions.
Sources:
- Google Trends data comparing interest in ‘stolen tools’ between 12-18 January 2020 and 10-16 July 2022
- Google Analytics data from 9th September to 9th October