FDM Group & Semetrical: Driving 107% uplift in global web traffic through an integrated digital strategy
FDM Group is a multinational IT, recruitment and training services provider for technology and business professionals. FDM Group worked with Semetrical to deliver an integrated digital campaign that would:
- Increase brand awareness amongst its key target audiences of graduates, ex-armed forces personnel and returners to work
- Drive B2B leads across eight of FDM’s international markets.
The research-led, integrated nature of the campaign ensured that learnings from each strand of activity continually informed and optimised every element of audience engagement. The campaign increased FDM Group’s online visibility, with a 107% increase in organic traffic globally, and delivered 300 new business leads and 2,500 new trainees, at half the previous cost.
Based in London and with offices across Europe, North America and Asia-Pacific, FDM Group tasked Semetrical with the following KPIs:
- Recruit 2,035 new trainees
- Deliver 180 leads
- Increase organic visibility of FDM content
- Improve non-brand organic metrics
- Expand international paid media coverage
- Improve paid media efficiencies (£30 CPA)
The campaign began with a discovery and research phase using FDM’s audience intelligence and engagement data from HubSpot CRM, social listening and Google Analytics. This was overlaid with UK keyword research, SEO gap analysis and paid media metrics. Regular keyword and campaign performance data insights were evaluated to ensure SEO/PPC channel alignment, to ultimately improve rankings and deliver a strong user experience. These combined insights informed an integrated strategy focused on optimising webpages, and effective conversion tracking.
Semetrical’s comprehensive content strategy targeted relevant non-brand informational keywords, with regular monthly content boosting internal website linking and the performance of priority pages. Digital PR activity seeded the content by generating conversations around topics relevant to FDM, and gaining links to high-priority pages. Semetrical also audited and optimised FDM’s HubSpot CRM processes, refining and improving lead flow automations and email communications, to ensure content was targeted at the right time to FDM’s audiences. This involved making use of a number of HubSpot functionalities to ensure we were both efficient and targeted in our activity.
– 2,500 new trainees (+28% vs target) were recruited onto the FDM training programme
– 300 B2B leads (+74% vs target)
– 107% increase in global non-brand organic traffic
– 51% less Cost Per Acquisition
– 17% increase in conversions
“Semetrical have helped us understand both the true power and potential of digital marketing channels, our position in this space and the benefits of coordinating an integrated digital strategy across our international markets. Coordinating closely with our international marketing teams, Semetrical have efficiently delivered performance improvements across our digital channels; helping exceed our marketing objectives and supporting a record breaking year for the business.”
Alayna Mansell, Global Marketing Manager for FDM Group