Using a modern, multi-channel marketing strategy to transform a business into an authority in an emerging market

BCB Group came to Embryo to build on this reputation and grow their online presence both organically and through paid campaigns. BCB Group wanted to leverage the benefits of organic search engine optimisation (SEO) so they could be found on page one of Google for keywords that would bring them more business.

They also wanted to leverage paid social campaigns to not only grow their brand’s notoriety but also retarget those who have, through previous web activity, displayed an interest in BCB’s services.

A key challenge for Embryo was grappling with the often volatile crypto industry. To overcome this, our client services team in particular, forged a very strong relationship with the BCB marketing team so that communication of news, developments, and any volatility in the industry was immediately communicated in order to adjust strategy.

Further, Embryo’s talented content writers used AI-assisted content frameworks to ensure that what was written would satisfy the E-E-A-T criteria outlined by Google.

BCB wanted Embryo’s help to achieve the following:
• Increase overall website visibility by increasing organic keyword rankings.
• Increase in traffic and leads driven to the BCB Group website.
• Ensure the lift & shift website project is carried out successfully by our technical department before any other major changes are implemented on the website.
• Increase the number of relevant and high-quality backlinks linking to relevant landing pages in order to improve the existing DA score.
• Improve CWV scores to bring them into the pass range of 90+ as measured by Google Lighthouse/Pagespeed Insights.

We performed a technical SEO audit and created an action plan from the findings. We also advised BCB on the making of the new website and detailed the procedures we needed them to carry out in order to minimise any impact on organic performance to a minimum. Before the new site went live, we assisted with pre-launch testing and identified potential bugs or areas that could affect user experience. In November 2021, we also helped BCB migrate domains from .io to a .com site.

Our content team went about creating 4-5 evergreen pieces of content a month, which utilised keywords relevant to BCB and were designed to entice potential customers into approaching BCB over their competitors.

We then used Embryo’s bespoke tool Intermingle, which allowed us to find the most important keywords for BCB and instantly receive an analysis of the SERP (Search Engine Results Page) for those keywords. This meant that, for each keyword, we could see the ideal strategy needed to rank for that term, helping to ensure we’re not wasting our time and efforts trying to rank organically for keywords that need a paid strategy, for example.

In such a new industry, we knew that search engines would be looking for authorities so to create this content, we collaborated with BCB to get the company’s directors invested and involved in the campaigns.

To help increase the notoriety of the business, 1-2 reactive PR pieces were created each month in order to gain backlinks from high-domain publications.

The digital PR was an instant hit. Within the first month, we secured an exclusive with the Daily Express by sharing a company director’s market insights. This piece was covered by 16 other news platforms with a max domain authority of 94, scoring 4 backlinks to BCB, and exposed them to 313 million readers.

The final element of our multi-channel strategy was paid social. Once we’d completed an audit on their current social media output and analysed their competition, our social team launched a series of ads featuring visually compelling ad creative and copy on Facebook and LinkedIn. These were then targeted to custom and lookalike audiences based on BCB’s existing clients and website visitors.