Scottish PR agency makes a special lockdown delivery – digital PR success for courier company
Wednesday, May 20th, 2020
on behalf of Eagle Couriers
Eagle Couriers blew away pandemic gloom with major boost in social media and website traffic
THE PAIN of the pandemic lockdown was felt by most businesses across Scotland – but for one prominent courier firm, we delivered a welcome package of digital PR success.
After more than a decade working with Eagle Couriers, the team at Holyrood PR has already helped with the creation of its website, the establishment of its social media channels and with making sure it ranks at the top of Google and other search engines.
So we were well-prepared to help the Eagle team to blow away the clouds of gloom during the deepest part of the lockdown – with a month-long blogging and social media project which delivered these stellar results:
- 12 separate blog posts over 18 days
- Month-on-month increase in web traffic – Users up 47%, New Users up 50% and Page Views up 50%
- Year on year website increases – Users up 43%, New Users up 48% and Page Views up 46%
- 1248 page views for the web posts– putting them firmly among the top performing content on the site.
- During April, the blog posts accounted for one in four of all page views (25.2%)
- Delivered a 1246% increase in Facebook referrals and a 394% increase in Twitter referrals to the website during the campaign.
- Over the campaign 61 Facebook posts reached 7474 people, generating 207 engagements
- Generated 261 Tweets which enjoyed more than 45,000 impressions and generated 431 engagements
- Translated into powerful media coverage on the STV website – which reaches and audience of 134,500
For almost all businesses, the company website is the most important window on the world for driving new business. Our series of blog posts and the associated social media activity drove a significant bump in website traffic at time when Eagle Couriers – indeed the entire country – was in the deepest part of the full pandemic lockdown.
On top of that, every post – including the headings, sub-headings, the images and all of the invisible, behind-the scenes meta-detail – was extensively optimised to ensure Eagle Couriers stays at the top of Google search results, another vital tool for keeping business leads coming in.
We achieved all of this by working with veteran courier Alyson McKell. She agreed to keep a daily diary of her experiences on the eerily quiet roads of Greater Glasgow. While most people were confined to their homes, Alyson was making crucial deliveries across the west of Scotland.
That included delivering hot food to special classrooms set up for the children of frontline workers; ensuring food and vital medications reached care homes across Glasgow and beyond; and shuttling vital medical supplies and other NHS essentials to clinics, hospitals and labs all over Greater Glasgow.
Working with Alyson to turn her experiences into a compelling daily diary with posts appearing on the Eagle Couriers blog. That helped put a human face on the work of Eagle Couriers’ hardworking team during a deeply unsettling time.
Not only did we help write the diary posts, we also uploaded them to the Eagle Couriers website, along with images and crafted compelling and eye-catching headlines.
All of the content was also painstakingly optimised to support the Eagle Couriers keyword strategy, making the business more findable for potential customers using Google or other search engines.
Over a month we also delivered a blizzard of social media content related to the blog posts – helping share Alyson’s experiences and insights with the widest possible audience – resulting in extensive Likes and shares.
Indeed, so extensive was the reach of the social and digital campaign that Alyson’s story was even picked up by the influential STV website, which reaches and audience of well over 130,000 people.
Social media and digital PR is our speciality – so get in touch to benefit your business
We deliver real, measurable and tangible results – not social media promises and flim-flam. Our team has enormous experience with all forms of media and brings creativity, colour and outstanding credentials to your business storytelling.
If you want to find out how that will boost your reputation, motivate your team and energise your sales funnel, then get in touch for a free and friendly consultation.
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Scott Douglas is the co-founder of the multi award-winning Holyrood PR, renowned public relations agency in Edinburgh, Scotland.
As well as providing expert PR services in Scotland and the UK, the former journalist heads a team which offers a host of other professional media services.
Those include crisis management PR, photography for business PR, affordable business video, social media campaigns and strategic content planning and delivery for businesses of all sizes.
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