Full marketing support for City & Guilds
Grabbing #1 rankings and totally overhauling lead qualification
I worked with City&Guilds across several brands. Core services included SEO optimization of their site, creating reporting and dashboards on content performance, training their staff in digital marketing best practice, A/B testing, and setting up user experience testing and interviews.
Measurement and tracking for Pastelink
Gaining commercial insight into hundreds of millions of users
I created a custom Tag Manager and Google Analytics set up for Pastelink, so they could better track user activity on their site and understand how their tool was being used. I also analysed their exceptionally large analytics database in collaboration with a data scientist, to learn more about historical usage of the tool.
Generating over 1,000 trial sign ups in one month
I created a complete set of Google Ads campaigns, including search and video remarketing. The account set-up was based on extensive interviews with their team, research into their market and competitors, and drawing on the past history of their campaign’s performance. I also created a customized Google Data Studio dashboard, so account performance is easily accessible.
Finding and fixing hidden sign-up problems
I found user testing subjects for this SaaS product’s niche market: PR professionals. I conducted user tests both remotely and in-person, finding some significant issues in the site’s messaging and sign-up process. I also created an overview of key topics to target for SEO optimized articles.