Based in Wakefield, the BPI group provides a modern, innovative approach to valuing, buying, and selling commercial assets. The organisation helps businesses and individuals achieve corporate objectives ranging from environmental targets, space utilisation and cash flow generation.
Their bespoke disposal solutions enable them to support businesses of all sizes and individuals. Clients benefit from their unrivalled turnaround times, free marketing strategy & specialist account managers within your market sector.
300%
increase in estimated traffic cost
128
backlinks generated through PR activity
261
pieces of press coverage
+176%
increase in organic keyword rankings
The Brief
Wild PR was appointed by Yorkshire-based asset disposal specialists BPI in January 2022 to raise the brand profile and online visibility.
We provided in-depth competitor and landscape research to develop a strategic PR strategy to secure high authority linking coverage from key media verticals. To support website traffic and keyword rankings, we created knowledgeable onsite content to support the website’s UX, increase traffic, and boost online visibility.
The Results
PR coverage and results
Since kicking off activity at the start of 2022, we have focused on building PR campaigns, writing business news updates, and populating the website with SEO-optimised blog content.
PR coverage has included a total of 256 pieces of national, regional, industry and business publications supporting the growth of organic keyword rankings and supporting a 19% increase in organic page views. (Aug 2023 – 31 Oct 2023 compared to same period last year)
Our recent PR campaigns for BPI include; ‘How to make a fortune investing in a supercar’, ‘The 1980s items that could be worth a fortune as Stranger Things reignites nostalgia’ and ‘Tool theft hotspots’.
Through our time working together, we have gained PR coverage in a range of wishlist industry and business publications, including Startups.co.uk, Business Mole, Machinery, Engineer News Network and The Manufacturer.
We have also achieved coverage in highly authoritative national and regional media, including Daily Mail, MSN, The Yorkshire Post, Express, Wales Online and Bristol Live.
PR Campaign Example (Rising business rates)
In summer 2023, we ran an FOI (Freedom of Information) request to find out which councils in the UK had seen the biggest increases in business rates relief in the past five years. This tied in nicely with BPI’s target audience, who will likely be searching for expert advice on tax relief relating to business asset disposal.
This PR campaign generated 23 pieces of coverage and four backlinks to BPI’s website. This included regional publications like Great Yarmouth Mercury and extremely authoritative coverage in MSN and Yahoo Online.
Overall, the total readership was over seven million, while the average Domain Authority of the coverage was 57.
The SEO-optimised landing page for this campaign has achieved 75 page views and has drawn 70 users to the website to date. We also saw 11 new and improved keywords relevant to the story during the campaign (July – September), including ‘tunbridge wells business rates’ (position 24) and ‘small business rates relief manchester’ (position 30).
Overall, we saw a 2,931% increase in sessions for BPI’s ‘Asset Disposal’ landing page during the course of the campaign, which exceeded our expectations.
Keyword positioning and online visibility
In the 48 months since starting our work together, we have seen a significant increase in overall keywords (114%), keyword improvements (173%) and estimated traffic cost (300%).
In particular, we have gained top ten rankings for target keywords since January 2022, including ‘asset disposal specialist’ (position 1), ‘asset disposal services’ (position 3), ‘industrial auction’ (position 3), ‘industrial equipment auctions’ (position 5). (All correct as of January 2024).
Through creating SEO-optimised blog content for BPI’s website, we have successfully drawn potential customers to the website. We have seen a 110% increase in organic traffic sessions, aswell as a 59% increase in sessions from direct traffic compared to before we worked with BPI. (Correct as of January 2024).
Looking into specific pages, our ‘Harry Potter memorabilia’ blog has generated 1,335 page views and over 5,000 events on-site (since upload in June 2022), and our advice-led blog ‘Can Auctions Sell Fake Goods?’ has drawn 413 users to the site.
How Wild PR can help you
Our talented team can work with you across different aspects of the marketing mix, including social media, strategy, digital marketing and PR.
We also have vast industry experience, including manufacturing, e-commerce and professional services. Contact us to discuss your unique marketing needs, or book a 30-minute introductory call with our Managing Director, Katrina Cliffe.
Don’t forget to follow us on LinkedIn, Facebook, Twitter and Instagram for industry news and updates!
Wild PR blew us away with their initial pitch and made my decision between them and another agency very easy. Since our first meeting in December 2021, the team have visited our HQ plenty of times with their infectious enthusiasm and enlightening ideas.
Wild not only took on our PR strategy, which was brand new to our business, but they made themselves an extension of our marketing team and our relationship gets stronger by the day. They listen to our requirements and aren’t afraid to put their own spin on our vision, which is exactly what we need!
The success we have seen in the short period of time we’ve been working together is amazing and keeps on giving. With our mixed sectors, it’s hard to focus on one message but Wild has enabled us to be featured in publications we could have only dreamed of and continue to succeed.
I look forward to the future and the Wild X BPI Auctions partnership.
