Managing cashflow the top issue for small businesses right now

Managing cashflow is a top issue for the UK’s small businesses, according to a survey conducted by TopLine Comms. Decision makers at 150 UK small businesses were asked which issues are a priority for them in 2021. Managing cashflow topped the list as an area of focus for 44%, followed by recovering lost revenue (39%) and data security (37%).

Other issues that featured high on the list were brand building (27%), reducing fixed costs (26%), retaining customers or clients (26%) and lead generation (26%). Interestingly, complying with new legislation following Brexit was only a priority for 15% of small businesses surveyed.

Donna Torres, Director of Small Business and Commercial Operations at Xero commented:

“Strong cash flow management is the cornerstone of business health. We know that 65 percent of small businesses fail because their finances aren’t up-to-scratch. Still, it can be a real challenge to understand where your business stands and what it needs to do to improve – especially with external variables shifting so quickly.”

“Businesses that have made it this far have already demonstrated that they have all the grit and resilience they need to take on turbulent times. To help manage cashflow in 2021 business owners should review the finance tools they use, in favour of those that offer real time visibility and automate cash flow processes wherever possible. Whether it’s expense or invoice management, let technology handle it so you can focus on rebuilding your business.”

Table showing the top issues faced by small business in 2021.

Heather Baker, TopLine’s CEO, commented: “It’s no surprise that cashflow has become a major issue for small businesses. 2020 was a challenging year for most businesses, and sudden drops in income couldn’t always be matched by rapid cost decreases, which quickly affected cashflow.

“We work with a number of companies that market to small businesses and we are advising them all to focus their messaging around these key issues, offering helpful advice, insightful campaigns and inspiring case studies to help them bounce back in 2021.”

TopLine’s small business marketing survey was conducted in January 2021. 150 decision makers in UK businesses employing 2-100 people were surveyed online.

Find out more about our small business marketing expertise or apply to join our monthly small business panel.

3 B2B link building campaign examples

It’s 2021 and we are seeing a huge influx of companies looking for B2B SEO support to replace lead gen strategies (e.g. events and direct sales) that are simply no longer viable. We stand out from other SEO agencies in the way we build links. As a B2B SEO agency, our approach to link building can be defined as PR-led. We analyse your personas, research your target audience, and plan content around topics that will engage and delight them. Here are 3 B2B link building campaign examples that have delivered.

Building links with data

We recently collected data via requests under the Freedom of Information Act on behalf of Access Self Storage. The campaign aimed to uncover which councils have the highest average parking ticket cost. This data-led campaign generated over 60 pieces of online coverage including 60+ high quality inbound links, from the likes of the Scotsman and the Yorkshire Evening Post.

Building links with advice

We have heaps of examples where our own team members and our clients have shared their expertise and advice on authoritative sites. For example,

  • Our own SEO expert Luke writing in B2B Marketing about using structured data.
  • Luke advising tech experts on SEO on the Databox blog
  • Our client Celerity advising businesses on deploying new solutions in New Digital Age
  • Bullhorn advising businesses on future-proofing their CRMs in Information Age

Links through business profiles

There is always the opportunity to profile exciting new businesses and these profiles very often lead to links. Take for example, our client Quinn being profiled in Forbes.

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THIS is how you reach small businesses (backed by new data)

Wondering how best to get your product in front of SMEs? Well, we surveyed 150 small business decision makers and they told us exactly what you need to do:

Invest in PR

Traditional media still reigns supreme, with 66% of small business decision makers keeping abreast of current affairs via TV news. National newspapers (52%), radio (48%) and local newspapers (47%) all featured heavily as well. While 23% cited business media as important sources of news. Interestingly, 38% told us that they tend to use national newspapers to find out about new products and services. And online media was the top source of business advice, cited by 66% of respondents.

Conclusion: if you want to get in front of this audience, then develop a small business-focussed PR strategy designed specifically for these media. Just like Xero did. Combine newsworthy campaigns with business advice, product reviews and thought leadership.

Don’t overlook search marketing

When investigating new products or services, a whopping 50% of small business decision makers turn to Google. That’s millions of potential customers searching for your products and services every day. This is only second to Facebook (used by 52%).

Conclusion: if you want to capture this incredible traffic, you need to get started on your B2B SEO strategy. And the best time to start that strategy was a year ago. The second best time is now. See how Nucleus Commercial Finance managed this. And note that if you want to make progress with B2B SEO, you need to invest resource into online PR as well, because this will form the link building component of your SEO strategy.

De-prioritise cold calling

Only 13% of small businesses find out about new products and services via direct calls from suppliers. Okay, 13% is still over 750,000 small businesses. BUT why invest in cold calling when small businesses have told us that they prefer online searches (50%), Facebook (52%) and YouTube (49%)?

Ignore social at your peril

We asked small business decision makers about their social media use and it is prolific! In fact, 78% use Facebook daily. That’s every day. A huge 71% use YouTube daily, followed by Instagram (59%) and Twitter (48%). And they’re not just looking at memes and gaming videos.

Social networks used daily by SME decision makers

On Facebook, they are keeping up to date with news (52%) and discovering new products (53%).

On YouTube, they are looking for new products and services (49%) and searching for business advice (56%).

And they’re using reddit for advice and entertainment (find out about the top subreddits for small businesses)

Conclusion: to reach small businesses, you need to be supplementing your digital PR and search marketing strategies with social campaigns, like WorldPay did in this award-winning case study. And any good social media strategy will require some excellent video marketing skills – fortunately we know the perfect video production company. 

And if you need help reaching small businesses, you might want to contact our CEO, Heather. Having run her own small businesses for over a decade, been a founding member of the PRCA’s SME group, and UK president of the Entrepreneurs’ Organization, she knows this space. You can contact her here. 

Digital PR case study: profile and leads for a financial betting company

The founders of BetsForTraders.com, a fixed-odds financial betting website, had ambitious growth objectives. To achieve these they needed to make the brand famous and attract leads.

Objectives

  • Build a solid media presence
  • Drive traffic to the site
  • Educate the public about fixed odds financial betting
  • Be positioned as the leading financial bookmaker
  • Generate new account registrations

Our strategy

We took a PR-led digital strategy aimed at saturating the financial press with BetsForTraders content, including:

  • Articles positioning BetsForTraders as the best way to make money on the stock markets, even during a recession
  • Daily and weekly stock market reports by the company’s market analyst, delivered at key story-production times to the financial press
  • Case studies in key media showcasing the site’s winners
  • Regular calls, interviews and market updates with the business media
  • A continued presence in the gaming press
  • Site vouchers as competition prizes in leading magazines, blogs and papers

The results

In only five months, this strategy delivered:

  • 328 pieces of coverage, with an audience reach in excess of 125 million
  • 58 pieces of national coverage, including The Times, The Independent , The Sun, The Guardian, Financial Times, Reuters, Forbes, Bloomberg, CNBC, Guardian.co.uk and Telegraph.co.uk
  • An independently-verified 22% increase in recognition of the name BetsForTraders
  • Spikes in visitors to the site after key media announcements

The hype around the BetsForTraders brand created a surge in new player registrations and the site continued to grow. The founders exited via trade sale to a FTSE250 company. 

“I have been thoroughly impressed by the quality of service and value for money we have received from TopLine Comms. They keep abreast of current events, and are proactive about finding opportunities where we can comment. Thanks to TopLine, we have built up a name for ourselves with potential clients and are well known within the industry for having outstanding PR.”

Managing Director, www.BetsForTraders.com 

 

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Announcing our diversity and inclusion awards database

‘Diversity and inclusion’ is more than just a slogan or a call for a one-and-done overhaul of company policy; it’s an ongoing effort to create a non-discriminatory workplace where everybody feels comfortable and able to do their best work. While these efforts are their own reward, it’s also rewarding to recognise organisations that have gone above and beyond in pursuit of a fairer workplace, and that’s why there are diversity and inclusion awards.

Just like the awards databases we host for entrepreneur awards and technology awards, our new diversity and inclusion awards database provides details on and links to a variety of offerings. We will update it weekly to ensure that it includes the most up-to-date information, but if you spot something that’s missing, get in touch and we’ll add it as soon as possible.

Check out the diversity and inclusion awards database here.

At TopLine Comms, we are continually working to create a diverse, inclusive workplace, as well as ensuring that all of our work is consistent with these values. We are proud, for instance, to have been recognised as a great place to work for women. If you’re interested in working with us, get in touch.

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B2B PR case study: Generating leads in martech

Celerity is an award-winning data-driven marketing agency and systems integrator, with technology partners like Adobe and Salesforce.

Our objectives

Celerity needed to:

  • Build its profile as the data analysis and marketing automation enterprise partner of choice to key decision makers in target sectors
  • Generate more leads for its marketing technology and data services, with a focus on prospective Adobe Marketing Cloud customers

Our strategy

We developed a B2B PR-led SEO strategy to support brand building and lead generation:

  • B2B PR to raise awareness, promote expertise, and build high quality followed links to the website – extremely important with Google placing more emphasis on expertise, authority and trust (EAT) than ever before
  • High quality onsite content designed to do a better job than Celerity’s vendor partners at describing the benefits and usages of the software solutions they sold and supported

The results in a year

  • Over 160 total media hits
  • Over 100 new followed links built on high value contextually relevant editorial sites.
  • 41 keywords ranking in positions one to five on Google search results
  • Organic traffic increased by 250%
  • RoI in terms of new business pipeline value in the ‘millions of pounds’

 Quote 

“TopLine pivoted from providing standalone PR to using PR as a cornerstone in a content focussed inbound strategy, resulting in highly qualified leads – they’ve already paid for themselves – the return on investment is excellent and inbound is now our main source of new business. If you get a chance to work with them – do it!”  – Georgina Groombridge, head of marketing, Celerity

 

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SEO RoI for B2B organisations – the SEO ROI formula

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How to calculate SEO ROI

Cancelled events, telesales teams calling empty offices and a lack of face-to-face networking opportunities has led many B2B organisations to consider SEO for the first time (don’t believe me? Take a look at this Google Trends graph from the last 12 months). But before taking the leap they need to establish what SEO return on investment (ROI) might look like.

Return on investment is typically measured as a percentage or a ratio so it can easily be compared to other marketing investments. Search engine optimisation ROI can be measured by working out the gain from the SEO investment, subtracting the cost of the investment from that gain, and then dividing that number by the cost of the investment and multiplying it by one hundred. For example:

Gain from SEO = £275,000

SEO investment = £100,000

Difference = £175,000

£175,000 / £100,000 = 1.75

1.75 x 100 = 175% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional £1.75 in gain.

Types of SEO investment

In order to work out the ROI you need to know what your gain from SEO is and what your investment is. Sounds obvious right?

For a straightforward ecommerce business selling shoes for example, it’s  pretty easy to work out ROI – because the gain is as simple as the value of goods (shoes) sold from customers sourced through SEO activity. You can add ecommerce tracking to your website, assign revenue values to goal completions and away you go – very easy to work out your gains in Google Analytics.

Lead generation B2B sites are a bit different. This is because a website isn’t where a B2B sale is typically completed i.e. for many B2B businesses, sales are initiated when the prospect contacts the company (via form or phone), but sales cycles are often much longer and have multiple touch points.

You therefore need to assign values to different types of conversions – it’s not as straightforward as saying a customer spent £30 on product A therefore our gain is… instead it’s a case of saying a customer submitted an enquiry form to enquire about a particular service and if they convert, they’re worth X amount over the course of their lifetime.

But it’s not just about form submissions, you can also assign values to other types of conversions that are really important to the B2B sales cycle.

For example if you generate loads of eBook downloads using SEO and you know that typically every ten eBook downloads will result in one paying customer, then that helps you work out your ROI.

For example if the total value of customer (gain) generated from ten eBook downloads = £30,000

And the investment total…

  • SEO agency consultancy (investment) that led to ten eBook downloads = £5,000
  • Cost of creating blog and eBook content (investment) = £5,000
  • Cost of nurturing leads until conversion over six month period (investment) = £10,000

…is £20,000

Then the difference is £10,000

£10,000 / £20,000 = 0.5

0.5 x 100 = 50% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional 50p in gain.

The above example is important. Search engine optimisation will typically involve lots of different types of investment from both the agency you hire to support you, as well as your internal resource, whether that be marketing and/or sales.

However it’s rare you’d employ an SEO agency to focus on a series of eBooks like in the example above. It’s more likely they’d consider your micro conversions (like eBook downloads, webinar registrations and/or newsletter signups) along with macro conversions like consultation form enquiries.

It’s therefore really important to know how much your micro conversions are actually worth. However, it is VERY rare to find B2B organisations that know this. (It’s also rare to find B2B organisations that know what their organic conversion rates are for micro and macro conversions – we’ll come on to that later.)

If you do know your conversion values then you can start customising Google Analytics to report on goal value i.e. if every ten eBook downloads generate £30,000 worth of revenue then in theory every eBook download is worth £3,000.

The goal that completes in Google Analytics whenever someone on your site downloads an eBook can then be assigned a £3,000 value and it becomes easy to review your SEO ROI for that particular conversion.

So let’s take another look at a more realistic B2B SEO ROI calculation over a 12-month period:

Gain

Total value of customers from eBook downloads generated from SEO = £30,000

Total value of customers from newsletter signups generated from SEO = £25,000

Total value of customers from webinar registrations generated from SEO = £45,000

Total value of customers from consultation form completions generated from SEO = £250,000

Total gain: £350,000

Investment

SEO agency investment = £115,000 (incidentally, read this if you’re interested in how much SEO costs)

Cost of creating blog, eBook, newsletter, webinar and optimised website content = £35,000

Cost of nurturing leads, until they convert, over six month period = £27,000

Total investment: £177,000

Difference

£350,000 – £177,000 = £173,000

SEO ROI calculation

£173,000 / £177,000 = 0.98

0.98 x 100 = 98% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional 98p in gain.

Attribution models

So far we’ve considered SEO’s role as a last click driver of leads i.e. the last thing a prospect does before they become a lead that either needs to be nurtured or converted is click on an organic search result. But what about SEO’s role in other types of conversion? This is where a B2B organisation needs to consider attribution modelling.

Attribution modelling is basically the decision to assign a marketing channel a particular value. For example, in a linear attribution model every touchpoint in the conversion path shares equal credit for a sale. So if a qualified lead clicked on a paid Google ad, downloaded an ebook that they found via organic search, visited your website directly and then eventually visited via LinkedIn, before submitting an enquiry form during that session, each of the four channels would be awarded a quarter of the credit.

The attribution model therefore impacts your gain calculation, which then impacts your SEO ROI calculation.

Attribution models include:

  • Last Non-Direct Click
  • Last Google Ads Click
  • First Interaction
  • Linear
  • Time Decay
  • Position Based

For more detail on attribution modelling have a read of Google’s overview of attribution modelling.

How to increase your SEO ROI

Fundamentally your SEO ROI will be dependent on your keyword rankings. The higher you rank for the right keywords, the more traffic you generate, the more leads you’ll generate. And the ranking gains are significant. Let’s consider a macro conversion example – a prospect landing on your website and submitting a consultation form.

First off, let’s take a single bottom of sales funnel keyword – one that you want your website to rank for because you think it’ll lead to prospects contacting you that you can do business with. Let’s say the keyword is ‘B2B SEO agency’. We want to rank for that because we know someone searching for B2B SEO plus the modifier ‘agency’ is probably looking for an agency and therefore someone we want to talk to.

Let’s say the keyword gets 200 searches a month.

We know that the unbranded click through rate (CTR) for the first placed organic search result is 31% and fifth place CTR is 7% (according to CTR data from Advanced Web Ranking).

Let’s also say we know that ten percent of the organic visitors to our site will submit an enquiry form.

Let’s say half of those enquiries are qualified and we close half of the qualified leads.

Therefore if we’re ranking fifth for the keyword then we can expect:

200 x 0.07 (7% – the fifth placed organic CTR) = 14

14 x 0.1 (10% – our onsite organic conversion rate) = 1.4

1.4 x 12 (months in a year) = 17 (16.8 but let’s round up)

So if we rank fifth we know we’ll probably generate 17 leads a year. Half of those are qualified (let’s say eight) and we close half of those (let’s say four). If we know our average customer lifetime value is £40,000, then ranking fifth for that keyword would generate £160,000 a year in revenue.

If we’ve invested £30,000 of our staff’s time in SEO (we have an hourly rate so we can work this out) then we come back to our profitably calculation:

Gain = £160,000

Investment = £30,000

Difference = £130,000

130,000 (difference) / 30,000 (investment) = 4.33

4.33 x 100 = 433% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional £4.33 in gain.

Now let’s adjust the ranking CTR. Let’s say we rank first instead of fifth and enjoy a 31% CTR. Everything else (onsite conversion rate, qualified lead and close rate) remains the same:

200 x 0.31 = 62

62 x 0.1 = 6.2

6.2 x 12 = 74

So if we rank first we know we’ll probably generate 74 leads a year. Half of those are qualified (let’s say 37) and we close half of those (let’s say 19). If we know our average customer life time value is £40,000 then ranking first for that keyword would generate £760,000 in revenue.

If we’ve invested £60,000 of our staff’s time in SEO (we have an hourly rate so we can work this out) then we come back to our profitably calculation:

Gain = £760,000

Investment = £60,000

Difference = £700,000

700,000 (difference) / 60,000 (investment) = 11.67

11.67 x 100 = 1,167% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional £11.67 in gain.

A pretty impressive return!

SEO ROI considerations

A few final things to consider when working out your ROI:

Different conversion rates for different conversion types

We’ve used an onsite organic conversion rate of ten percent (the percentage of your organic website visitors that convert i.e. submit an enquiry form) in our calculations. However yours might be lower or indeed higher. Your conversion rate is also going to be different depending on the type of conversion you’re measuring. For example you might find a lower percentage of organic visitors download your ebooks. Conversion rate is driven in large part by intent. If someone’s searched for a keyword related to one of your services then it’s likely they have an immediate need and will submit an enquiry. However if they entered the site after searching in Google for the answer to a question, then the conversion rate will likely depend on whether or not you answer their question without them having to download anything.

Conversion rate optimisation

It’s possible to improve the ROI of SEO (and any other online marketing disciple) by improving your onsite conversion rate. This is called conversion rate optimisation (CRO). If you want to learn more about that then read this book: Making Websites Win. If ten percent of your organic visitors submit consultation forms, then think about the knock-on impact if you managed to move that number by a couple of percent. In our original example we considered the impact of ranking first for a keyword with 200 searches at a conversion rate of ten percent. Let’s shift that rate by two percent:

200 x 0.31 = 62

62 x 0.12 = 7.4

7.4 x 12 = 89

So by improving the conversion rate from 10 to 12 percent we can increase leads generated by 15. If half of those are qualified and we convert half of the qualified leads then that’s an additional four deals per year. If each deal is worth £40,000 then that’s an additional £160,000 a year in revenue for a conversion rate improvement of two percent. Certainly worth an investment in CRO.

Paid vs organic

The disparity between what brands invest in paid search and organic search is jaw-dropping. Think about your investment. If you’re pumping hundreds of thousands into PPC then consider what impact diverting some of that funding into SEO will have. Yes pay per click offers greater certainty, but there is ultimately substantially more value in investments in organic search. It is important however, to consider how long SEO takes – unlike PPC it doesn’t deliver immediate results and your ROI will improve the longer you continue to invest, as that investment will result in keyword ranking, organic traffic, lead and qualified lead increases.

Remember, unlike B2C SEO, B2B SEO is often about value not volume: high value low volume sales. Therefore working out your SEO ROI is important for every B2B organisation. If you’re stuck working out your search engine optimisation return on investment, then give us a call – we’re always happy to chat!

Schema for dummies – a beginner’s guide

What is schema?

Schema is a vocabulary maintained and developed by an open community. It’s like a series of flags. You can use different coloured flags to link relationships between ‘entities’ on the web. An entity could be a company, phone number, review or recipe.

Schema is broken down into ‘types’ (here’s the full list of types) and ‘properties’. For example, an ‘organization’ is a type and it has loads of properties e.g. areaServed (the geographic area where a service or item is provided) or email (email address) or foundingDate (the date that the organisation was founded).

You can use these properties to help search engines better understand the information on a website.

How do I use schema?

You have to find the schema you need on https://schema.org/. Then you have to add it to the relevant page on your website. The easiest way to add it is by using an encoding called JSON-LD (JavaScript Object Notation for Linked Data). It sounds scary, but it’s not! It’s just a way to format the schema you need into a paragraph, that can then be added to the <head> section of the relevant web page.

Why use schema?

You are making the web a better place by helping search engines, and therefore users, understand your content.

It’s not a ranking factor. Adding schema to your pages will not help those pages rank higher.

However, schema can trigger enhanced results in the search engine results pages. These results might look like a list of instructions, or a company’s customer service phone number or star reviews under a search result for a film or a product. For example:

Corporate contact

Reviews

What does the schema code look like?

In the example below, we’ve used JSON-LD to detail business information about TopLine Comms. In yellow we’re explaining to the browser that we’re using JSON-LD. Green indicates it’s the schema vocabulary. Blue is obviously the schema type we’re referencing and the pink indicates all the different schema properties.

You will notice in the example above that we had to specify the type of address we were using, and we ‘nested’ some of the properties under PostalAddress (as indicated by the slight indentation).

TIP: if you use Google’s Rich Results Test tool to check your code before you add it to your site (and you should), bear in mind you’re playing by Google’s rules. For example, in the above, the value expected for contactType is text. So as long as you’re describing what the phone number can be used for you could write anything e.g.

“contactType”: “Dog grooming helpdesk”

This would not be incorrect, but Google would say it is when you run the code through the structured data testing tool. This is because Google expects you to pick one of its approved contact types. Here’s a list of approved contact types. Always good to check Google’s documentation when drafting your JSON-LD.

How do you create it?

So, first of all, you don’t need to be able to ‘code’. There are two easy ways to create it:

  • There are loads of free tools out there that will auto-generate the schema you want to create. Simply search for ‘schema generator’, pick your tool, and away you go! Once you’ve created it and tested it you’ll need to give it to whoever manages your website and explain which page/s you want it adding to.
  • Use a CMS plugin. The most popular and best example is Yoast SEO for WordPress (£89 at the time of writing – a bargain at twice the price in my opinion!). The team at Yoast is constantly releasing new versions of the plugin that support more and more schema implementation. Well worth the investment if you’re running a WordPress site. Enables you to log in to your CMS and add the desired schema directly to the page without worrying about having to write it yourself.

Before you get started, a few things to bear in mind:

  • Google only supports and displays rich snippets for a limited number of schema types. You can find them here: https://developers.google.com/search/docs/guides/search-gallery. New types of schema are being supported all the time though, so you can never mark up too much! At worst you’re improving the internet for everyone, at best you’ll start generating new rich results without even realising it!
  • The free tools are limited – normally they’ll support a few of the more popular schema types e.g. local business, product, person etc. If you can’t find what you need then simply search online for the schema you want and then hack it around a bit – change the values to suit your purposes and then use the Rich Results Test tool to weed out any errors
  • If you’re really stuck then Google actually has a tool called Data Highlighter which is in the old version of Search Console. You can use it to easily mark-up data on your site. However, with old Search Console almost entirely replaced by new Search Console, you may find it’s a tool that’s not supported for long

Dos and don’ts…

Do…

  • Use JSON-LD and add to <head> section of the webpage
  • Specify all required properties for your rich result type (otherwise you won’t be eligible for enhanced visibility in the search results)
  • Add as many recommended properties as possible (and the rest…for tomorrow’s SERPs e.g. authorship…)
  • Add structured data to every duplicate page not just the canonical version
  • Use specific applicable type and property names
  • Make sure marked up images belong to what you say they belong to

Don’t…

  • Mark up content that is not visible to readers of the page
  • Mark up irrelevant or misleading content
  • Use structured data to deceive or mislead users
  • Mark up content that promotes illegal activities

Useful links

  1. Home of schema: https://schema.org/
  2. A more detailed beginner’s guide to schema: https://yoast.com/structured-data-schema-ultimate-guide/
  3. JSON-LD beginner’s guide – very good resource if you’re keen to learn a bit more about the format and troubleshoot your own code: https://moz.com/blog/json-ld-for-beginners
  4. Google’s testing tool – it’ll point out errors that you’ll want to fix before adding the code to your site. It’ll also enable you to check URLs that contain schema to make sure they’re hunky dory: https://search.google.com/test/rich-results
  5. Google’s currently supported (i.e. results in rich snippets) structured data types: https://developers.google.com/search/docs/guides/search-gallery
  6. One of the many free schema generators out there: https://www.jamesdflynn.com/json-ld-schema-generator/

If you’re stuck with schema then contact us today to find out more about our SEO services.

This blog was originally published in July 2019 and has been updated for accuracy. 

Fintech PR Case Study: Generating Leads from IFAs and Charities

Discretionary investment management specialist, TAM Asset Management, was launching two new services:

  • FinchTech – a white labelled online investment service for IFAs
  • Greenfinch – a direct to consumer service to be used by charities to raise additional funds from existing donors with assets under management.

TAM’s Objectives

  • Raise awareness of ‘robo adviser creep’ in the IFA community
  • Boost organic website keyword rankings
  • Generate marketing qualified and sales qualified leads for main TAM business, FinchTech and Greenfinch 

Our Strategy

We developed a bespoke digital PR strategy that included:

  • Set up and management of marketing automation software for content marketing lead generation, lead tracking and cross selling automation
  • Downloadable hero content to help IFA audience deal with threat of robo advisers
  • Media relations based on pain points of IFA and charity audiences
  • Optimisation of onsite content for increased organic search visibility

The Results

The campaign delivered:

  • 51 pieces of tier one coverage (including FTAdviser, City AM, bobsguide, Wealth Management, Professional Adviser, Money Observer, International Adviser, Global Capital)
  • 15 media interviews
  • Net gain of 406 organic places in Google across multiple keywords
  • 59 ready-to-nurture marketing qualified leads from content downloads
  • 33 ready-to-buy sales qualified leads from PR and SEO activity 

“TopLine Comms are a dream to work with. Their knowledge and expertise is second to none and we are delighted with what they have achieved and created for our company to date. We look forward to continuing our work with them and would thoroughly recommend their services to any firm looking for a professional, driven and friendly agency, that is easy to work with and committed to getting you the best results.”

Lester Petch, CEO, TAM Asset Management

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