Client: The BPI Group
Client overview:
The BPI group consists of BPI Asset Disposal Solutions, BPI Auctions and BPI Asset Advisory and provides a modern, innovative approach to valuing, buying, and selling commercial assets whilst giving clients access to a full-service offering that streamlines asset disposal, saving them valuable time and money.
Key stats:
- 23 pieces of press coverage
- Four new backlinks built to the website
- A total digital PR reach of 6.4 million
- 22 new campaign-related keyword positions
Campaign overview:
Following the rebranding of BPI Auctions to the BPI Group, our strategy focused on building brand awareness among business owners and decision-makers through key business and finance publications to generate digital PR referrals and build backlinks from strong regional domains supporting organic visibility.
With increased industrial businesses feeling pressure in 2023 due to rising energy prices, supply chain disruptions, and interest rates and inflation, we looked into ways businesses can reduce expenditure.
As increases in business rates lead to higher operational costs for businesses, especially small or medium-sized enterprises (SMEs), impacting profitability and competitiveness, we looked at the best and worst councils across the UK for rising business rates, as well as business rate relief and how this can support businesses.
Tactics used:
We sent Freedom of Information (FOI) requests to 317 local councils to discover the ‘average annual business rates costs, or current liability payable over the last five years’ and ‘the total value of the business rate relief granted in 2022’.
The data revealed that North West Leicestershire saw the most significant percentage increases in business rates charged, followed by Great Yarmouth Borough Council and London Borough of Lambeth. From the analysed data, we were able to create a list of the top ten worst areas for increases in business rates.
This campaign targeted keywords around business rates, business assets and asset disposal to help raise BPI’s online profile and position them as a credible and valuable solution.
The results:
We secured 18 pieces of coverage for the campaign throughout July and August 2023 and saw a further five pieces of coverage in October following an RVA Surveyors campaign referring to the data-led campaign. Thanks to the regional breakdown, we achieved coverage and backlinks from high-authoritative regional publications, including Eastern Daily Press, Great Yarmouth Mercury, Bedford Today, and national publication Yahoo!
We also secured wishlist business and industry coverage, including Startups.co.uk and Asian Trader, which will help to target potential new customers in the sector.
The campaign supported website traffic, with BPI seeing an increase in organic traffic (+6.01%) and referral traffic by 55%. The supporting on-site content on the blog has generated 170 entrances and 410 sessions since July.
The PR outreach and SEO-optimised landing pages led to the generation of 22 new keyword rankings related to the campaign, including ‘reduced business rates’, ‘advice on business rates’ and ‘small business rate relief scotland’.
If you want to learn 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 case study here to learn more about our digital PR support for The BPI Group.
Sources:
- Website organic and referral traffic data gathered from 25th July to 31st August 2023.
- Blog content sessions gathered from 1st July to November 2023.