Project aim: Drive online engagement through a fully customised website
In 2016 Architas were able to successfully drive awareness for their ‘Points of View’ marketing campaign via digital advertising and print placements.
However, the marketing programme wasn’t capable at that point of driving users down the so-called marketing funnel. In short, proper audience engagement and evaluation of the Architas brand was not being achieved.
Incisive Works advised Architas to host adviser viewpoints – as well as market commentary pieces from Architas and its partners – in a dedicated online forum. This would substantiate its campaign message, and establish a greater share of voice for the group in the adviser market.
Incisive Works would created the online forum using Architas’ brand identity. The website would be co-managed, with each party able to upload content.
After exchanging concepts and discussing our content approach with the client, we moved the website into design, development then hosting. Optimising the site for different mediums was a key part of our thinking.
After thorough testing, security checks and optimisation, the website Adviser Points Of View launched in September 2017.
The website is mobile responsive so the audience has the same user experience across all devices. Each article features sharing buttons for social engagement, and incorporates a Twitter feed to enforce Architas’ social presence.
Incisive Works adapted our performance marketing effort over time. We started with email newsletters and Solus emails to Incisive’s Professional Adviser audience. Then we added Browser Smart Push Notifications to alert users of new content, and finally increased the site’s SEO performance by backlinking within articles and by adding the SEO plug-in for WordPress, Yoast.
This promotional activity encouraged a steady rise in traffic and by December 2017 we had 6,000 monthly organic visitors onsite in that month alone.
monthly organic visitors
The real value-add for the client is that each week financial intermediaries come to an Architas-branded digital property to read about their peers and profession, including updates from their regulatory body, and they validate this content by sharing it on their social media platforms.
As such, www.AdviserPointsOfView.com has created for Architas a scalable “digital conversation” with advisers.