QED Sustainable Urban Developments
- + Marketing audits and evaluations
- + Marketing strategy & planning
- + Website design, development and management
- + SEO optimisation
Challenge
QED Sustainable Urban Developments are a property developer specialising in regeneration, interim development and meanwhile solutions, bringing brownfield land back in to productive use. They were experiencing exponential growth in new markets and wanted to ensure their marketing and communications reflected their unique position in the market.
The website had been revamped a year before with new content relevant to their market but wasn’t performing as they had expected. Users were down year on year following the launch of the website and they didn’t return to previous levels after 12 months. User behaviour was also poor with short session durations and high bounce rates.
The identity had also been refreshed at the same time to begin to create a stronger brand for the company, but no marketing and communications strategy existed to engage existing and new audiences.
Solution
Annex worked with QED Sustainable Urban Developments to conduct a marketing audit to evaluate existing activity to understand its impact and assess what to stop, start and continue. The audit highlighted that for the website the most popular content needed to be surfaced so it can easily be found, and a much clearer user experience and journey was required to improve user behaviour. High impression queries and popular content guided the development of the website content to improve search rankings and improve user numbers.
We also rationalised existing their social media channels and selected those that would continue to be used and deactivated those that weren’t appropriate for the B2B audiences. We then created a channel and content plan for social media that was appropriate for the resource available.
A PR partnership was plan was developed to build awareness of QED and create referral traffic to the website. The PR activity also secured more backlinks to the site improving the domain authority and boosting the site in search rankings. We then reviewed existing marketing materials, templates, processes, roles and responsibilities and created an ongoing marketing strategy and tactical plan.
Increase in website users over the following 12 months following the website development
Increase in search impressions over the following 12 months following the website development