An expert's guide to surviving Squid Game's glass stepping stones
Founded in 2003, Specialist Glass Products (SGP) is a structural glass manufacturer specialising in bespoke annealed, laminated and toughened bends, as well as manufacturing and supplying all types of flat glass.
Increase in social media traffic to the website
Increase in organic page views for the website
Increase in sessions for the contact page
pieces of press coverage
Wild PR was appointed by bespoke glass manufacturer Specialist Glass Products back in 2019 to raise the brand profile and increase turnover by positioning SGP as the leader in the glass manufacturing industry.
We developed a comprehensive marketing strategy delivering all aspects of the marketing mix, such as PR, social media, awards, digital marketing as well as a new SEO-friendly website in line with SGP’s values and objectives.
PR coverage and results
PR coverage has included a total of 270 pieces of national, regional, industry and business publications supporting the improvement of organic keywords (+194% since 2020) and supporting a 140% increase in organic page views.
Through our time working together, we have gained PR coverage in a range of wishlist publications such as Yorkshire Live, Glass Times, Glass News, Glass and Glazing Products, Building Design & Construction, Property Investor Today and many more.
We have also achieved additional wishlist coverage in highly authoritative lifestyle media such as Your Home and Ideal Home by responding to journalist enquiries as part of our daily reactive press monitoring services.
Results from on-site content have consistently increased, with organic page views for the blog section increasing by 128% in 2023, and some of the highest-performing content blogs have directed over 120 users to the website each in October 2023 alone.
Our 2021 Squid Games campaign is a perfect example of using Digital PR to improve keyword positioning. Following this, SGP now ranks for 59 new campaign-related keywords and 34 specifically related to ‘tempered glass’, such as ‘how tempered glass is made’, ‘annealed vs tempered’ and ‘how to tell if glass is tempered’. This is a fantastic achievement, as SGP had ranked for toughened glass prior, but not the alternate term ‘tempered glass’.
Keyword positioning and online visibility
In the past three years, through SEO-optimised website content, we have seen fantastic keyword improvements around hero products, including ‘toughened glass’ (+104 keywords) and ‘curved glass’ (+21 keywords).
By consistently posting long-form blog content (a key ranking factor looked at by Google), we have improved the number of keywords in the top ten positions on Google (+50), aswell as improved the number of new (+747) and improved keywords (+394) in the same time period.
Looking at stand-out keywords in 2023, we have seen top ten rankings for relevant keywords referring users to specific blog content, including ‘annealed glazing’ (position 3), ‘heat saving glass’ (position 6), ‘energy saver glass’ (position 7) and ‘glass products manufacturer’ (position 8). (All correct as of November 2023).
Overall, our integrated marketing strategy has supported organic traffic; we have seen a 47% increase in new users, a 70% increase in website sessions and a 140% increase in total organic website page views since beginning our partnership in April 2019.
We also wrote and submitted over ten award entries, resulting in seven shortlists and two award wins. SGP is now currently part of The Manufacturer 100 as an exemplar.
PR Campaign Example (Building a high-value home)
In 2023, architects, builders and construction companies faced many challenges due to increasing labour and material costs, rise in interest rates and stock shortages, which meant they would benefit from advice on how to maximise their profits when building a home without damaging the quality of work.
To build authority amongst building, construction and architectural audiences in particular, we created a PR campaign using tips and advice from property experts, revealing the key features that would increase the value of a property. One of the stand-out comments was that adding off-street parking (a £2,000 project) could add £20,000 to the property’s value!
We developed an SEO-optimised blog listing the top ten tips, and two press releases – one targeted industry-focused publications, and the other was more homeowner-focused to appeal to national journalists.
So far, the campaign has achieved 47 pieces of press coverage (and 43 backlinks), including many regional publications such as Hull Live, LeicestershireLive and WalesOnline, along with key industry publications such as Design and Build, and UK Property Newsdesk.
Social media management
Monthly activity includes drafting advice-led and product/service-focused content, community engagement, capturing UGC content, local community research as well as connecting with customers to gain project information for case studies on the website.
Our creative and strategic social media plan has generated a huge increase (25,128%) in social referrals so far, with a 17% increase in the past 12 months alone.
We have seen fantastic results across social media platforms, including a 535% increase in Twitter engagements, a 384% increase in Instagram reach, and a 51.% increase in Facebook page visits in the past year.
How Wild PR can help you
Our team of expert content creators have experience in a wide range of industries, including manufacturing, e-commerce and professional services. Whether you are looking for support with SEO, digital PR, social media, or a mixture of all, we can help!
Contact us to discuss how we can craft a bespoke marketing strategy for your business. Alternatively, you can book a 30-minute introductory call with our Managing Director, Katrina Cliffe.
Working with Wild has been a huge help in the growth of our company, through the positive and numerous online features they have produced for us, our customer base, network and our credibility increased significantly. Notably, we have also consequently received several awards which are recognised by our industry peers.