Case study: Business in Berkshire

Business in Berkshire provides a PR vehicle for businesses looking to gain higher profile in Berkshire and, from a search engine perspective, across the Globe.

Business in Berkshire provides its members with an online marketing toolkit dedicated to helping any business, wherever they’re based, to build relationships and promote their services in and around the region.

Email newsletters are published twice weekly, reaching over 3,500 readers and growing daily. The marketing suite provides clients with their own web space – easily maintainable - which they use to spread the word about their business by publishing short articles and information relating to their company. It really works – the membership continues to grow and they’ve established an excellent reputation among those who want to do Business in Berkshire.

Untapped potential

Each month, Business in Berkshire used a standard web stats reporting tool to identify visitors needs, interests and trends. Trouble is those standard reports were less than helpful, being a generic tool they didn’t understand the significance of particular pages and reported on everything with equal aplomb. It didn’t show them who is doing what or the 1000+ search results instead it gave them just bland the top 20’s; interesting at best, but not actionable, there simply wasn’t sufficient detail.

This is not an unfamiliar story, businesses invest in their websites and hope for great results but struggle to understand what is really happening or take advantage of its inherent potential.

What Business in Berkshire really needed was:

• Focus on important pages, those with news and members content and be in a position to understand visitor trends to those pages
• Identify all the search terms that brought visitors to the their website, know where traffic was coming from and which associated pages were receiving the highest and lowest growth rates
• Use information derived from their website to target members who needed help; creating compelling news storeys, adverts and PR to increase interest of their business within the community

Solution

During a short conversation with Jon Davey at Business in Berkshires it was clear how he could take control.

The first step was to locate Business in Berkshires web log; the file that contains a record of all visitors to the website and all the pages and associated files viewed. A quick chat with their IT support guy and it was identified.

Secondly, understanding Business in Berkshires information requirements was fundamental to delivery of actionable reports and analyses. It was essential to understand the BinB website structure and how operated.

Finally, a bespoke set of reports were created and delivered to support Business in Berkshires operations; a concise, comprehensive and informative set of spreadsheets that enable Jon and his team to take control and deliver the best PR machine in Berkshire.

Benefits

“David Willis was able to cut out the 'stats' and tell us what was actually happening on the website.

Providing reports which show which pages are being visited and how people got there. Was it as a result of travelling around the website or by someone entering key words into a search engine?

This information is invaluable to us in regards to forward planning. Ensuring, if we test a campaign over a month, we have the ability to measure its success / effectiveness to that point.

Also, and of equal value, we are able to produce summary reports for our clients which help us to help them improve the results they achieve through our service, ensuring they stick around for more!"

Find out more about Business in Berkshire