Bike Rental Manager.
With an international client base, scaling this successful campaign meant being agile, responsive and creative. Defying the seasonal tide, we grew their SEO presence, scaled their PPC campaigns and reached new customers across paid social.
Bike Rental Manager is a B2B bike rental software that allows rental businesses to cut their admin and maintenance costs in half with an all in one platform.
The Crowdcube software company approached Digital Ethos for experienced guidance across all aspects of digital marketing. Having executed marketing functions in-house for a number of years, it was time for Bike Rental Manager to invest in a clear strategy to scale their digital presence and remain competitive.
The team at Digital Ethos started by executing a digital marketing workshop, gaining a clear understanding of their market positioning, target audience, growth plans, pain points and wins. This was followed by an in-depth audit of their existing channels, understanding what was working well and what wasn’t. This entire process allowed us to create clear KPIs and projections across specific metrics for each channel.
It’s not often said with SEO, but less is sometimes more and this certainly was the case for Bike Rental Manager. With a cluttered sitemap (indexed, nonindexed, ghost and canonicals), we started the campaign by tidying up the structure. By removing unnecessary landing pages with little value, we were able to increase their crawl budget, allowing the more important pages to be indexed sooner. The SEO strategy is heavily focused on content and user experience. The software that Bike Rental Manager provides is complex, however, the messaging used to communicate its features needs to be simple and concise. In order to tackle seasonal fluctuations, the SEO strategy also needed to focus on optimising landing pages for ‘non-bike’ terms, allowing them to gain rankings and traction during quiet periods.
The PPC strategy followed a traditional search campaign structure of brand, competitor and discovery ad groups. Closely aligned with the SEO strategy, the paid search campaigns allowed us to gain exposure for the more competitive terms whilst the rankings improved.
Digital PR allowed us to showcase the platform’s key features and customers, as well as communicate their business growth as a crowdfunded startup.
The organic and paid social media strategies complement each other, by rotating through core content themes across all channels, we were able to execute a consistent omnichannel marketing strategy. A large part of the social media strategy was focused on gaining exposure and reaching new audiences. With targeted messaging at different levels of the funnel, this enabled specific calls to action that reached their most relevant audience groups.
A year into the campaign, we can see these fantastic results:
- x3 pieces of national news coverage online with an average readership of over 1.3 million – check
- 1.11 million impressions over the last 12 months
- 133% increase in organic traffic
- 108% increase in Facebook traffic
- 156% increase in LinkedIn traffic
- LinkedIn users 8.40% new users / 156% new sessions
- Instagram: 18% users / 13.21% increase in sessions
- 175% increase in keyword rankings on page 1 of Google
- Over 1000 goal completions, with 304 of them being through organic
Where are they Now?
Today, Bike Rental Manager are still with us. We’re currently re-optimising their website content in preparation for their new site to ensure consistent messaging, whilst targeting the appropriate keywords throughout and making more for internal linking to spread authority across the site.
We now publish across 3 social channels, Facebook, Instagram and LinkedIn. During that time we have seen posts featuring celebrities in the cycling world go viral (one Instagram post gained 473 likes and was viewed over 9,000 times. We’ve also created a community where we can shout about their customers, and provide customers with useful info to be able to use the software more successfully.