Client: Specialist Glass Products (SGP)
Client overview:
Founded in 2003, Specialist Glass Products is a structural glass manufacturer producing annealed, laminated and toughened curves, manufacturing and supplying all types of flat glass.
The brief:
With lockdown restrictions around the world preventing businesses in hospitality from operating as usual over the past few years, many have had to upgrade and invest in new property space.
The aim of our campaign was to target businesses and individuals in the commercial property sector who could use SGP as a supplier of glass for upcoming projects.
To achieve this, we ran an FOI request campaign looking into the number of empty commercial spaces in each council region. This insight allowed us to rank which areas had been most affected by Covid and which provided the most opportunities for new businesses.
Using this ranking, we drafted a press release which was outreached to manufacturing, architectural and design-focused publications, whose readership was in line with our target audience. We also drafted blog content which was optimised to support keyword positioning and SEO. Social media was also created to promote the blog content and encourage more traffic to the website.
Key stats:
Nine pieces of coverage
Eight follow links built to the site
Total PR reach of over 260,000
13.51% increase in referral traffic
13.86% increase in average session duration
-5.50% drop in website bounce rate
(Apr/Jun compared to Jul/Aug)
The results:
Overall, the campaign secured several pieces of coverage in regional and industry news publications, including Building Design & Construction, Property Investor Eye, Topic UK and Macclesfield Nub News. The coverage also built eight new links to SGP’s website, all of which were follow links supporting the site’s SEO and keyword rankings.
The coverage gained also led to improvements across the website analytics. In the two months following our outreach, the average session duration of users on the site increased by 13.86% compared to the previous period. The bounce rate also dropped by -5.50%, meaning more people were spending longer on site after arrival. Similarly, visitors viewed more pages in a session, increasing by 5.96%. Referral traffic to the website also increased by 13.51%
The new backlinks also supported increases in keyword rankings, with a 72% increase in ranking keywords between August 2022 and August 2021. We also secured several new keyword rankings relating to the campaign, including ‘regeneration areas london’ and ‘uk regeneration’.
Find out more about our work for Specialist Glass Products here.