Virginia Hayward sells gift hampers, and has some extremely key peak trading periods. We targeted some specific hamper pages in the run up to Christmas to maximise search visibility. The key objective was to improve the authority of their website by earning links from top tier publications.
How did we ensure success in such a key trading period?
We took time to really understand the customer journey, customer behaviour and the newscycle in the run up to Christmas. From our previous experience we knew that Christmas actually started in July for a lot of major publications.
What did we do?
To create the foundations for success, we ensured key areas of the site were well optimised for search while we were planning our digital PR activity. We also started forward-planning in July, researching the news cycle from previous year including researching publications, journalists and article publishing dates.
We also took time to understand the readership of publications, which helped us make better informed decisions when suggesting a particular product for a gift guide. This helped reduce multiple contacts with journalists, which increases chances of inclusion in an article. By doing the above, we ensured that the client was at the forefront of key journalists’ minds at a critical time. In essence, we did a lot of the work for the journalist which is why performance was so strong.
In addition, we actively monitored journalists’ requests around the key trading period, and we were able to pick up some quick wins by doing this.
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