NetBenefit
Online PR Case Study
Company Profile
Established in 1995, NetBenefit is one of the UK’s most experienced managed hosting companies providing tailored managed hosting solutions for business critical websites, applications and online advertising campaigns.
Part of AIM listed Group NBT – a leading provider of domain name and internet related services across Europe the United States, NetBenefit employs 70 staff across offices in the UK and France. Clients include well-known brands such as Kiddicare, New Statesman and British Red Cross.
The Challenge
NetBenefit wanted to move away from what they saw as the old school, press release reliant PR activities to refocus on an online pr strategy utilizing emerging social media channels and blogging platforms.
NetBenefit approached online pr specialists Furlong PR to devise and implement a strategy that was 75% focused on new channels, whilst retaining 25% media relations activities.
The Solution
Furlong proposed a new blog platform running off their main website with bespoke content, created by their experienced IT journalists, aimed at engaging targeted personas identified by the marketing department as key customers.
Furlong worked with NetBenefit technical staff to create an optimal news and feature content agenda which also incorporated NetBenefit’s priority keywords, boosting their organic SEO potential.
Furlong focused on two main social media channels – LinkedIn and Twitter to help promote the blog content via specially selected groups and followers.
The Results
In the 15 months to July 1st 2011 Furlong PR authored 216 blog posts, which promoted through LinkedIn and keyword optimized for organic search, have established a monthly readership to date of 1000 visitors, in addition to 900 followers on Twitter.
Through LinkedIn, the blog content has to date created approximately 400 comments and opportunities to engage with industry influencers and potential new customers.
While press releases were not a priority, Furlong has written and distributed 14 press releases, creating massive traffic spikes as a result of coverage on leading IT websites.
Links
