Interim Hub
Social media, content marketing and email marketing
The Interim Hub is an online resource for interim managers and consultants, providing free information, training workshops and business services to help them set up and market their services.
There were two major objectives that I addressed: to raise the profile of the brand to become the number one online business resource for the target market, and to launch their flagship training workshop sponsored by the Interim Management Association, which would increase sales and revenue for the business. Following careful research of the target market, we decided to use social media to build a community of interim managers, particularly on LinkedIn, playing on the fact that interims work alone and therefore would appreciate being given a platform to share their experiences with each other online.
I also set about re-structuring the website to build on the idea of a ‘hub’, offering a regularly updated industry news section, inviting guest bloggers to write for the website and setting up a discussion group on LinkedIn and a Twitter profile for interim managers to share their own experiences of working in the interim management industry. This helped increase exposure for the Interim Hub and helped to foster new business partnerships that would aid referrals to the Interim Hub training events.
The Interim Hub had already created some fantastic original content that could form the basis of much of its digital marketing activity. I quickly identified that there was a niche in the market for an industry news resource which could easily be incorporated into the website’s first generation design. We also set up a regular news round-up to be distributed by email, in order to keep the brand front of mind and increase referrals from existing users.
Website re-design & SEO
In Autumn 2012, the Interim Hub decided to re-design and re-launch its website and perform SEO on the new site to increase web traffic and generate more leads for the Interim Hub training events and business services.
We decided to create a modern, clean design that focused on industry news and gave the training events a more prominent position on the site. Much of the site’s content needed to be re-written and many of the site’s older pages were refreshed and the content updated. I also performed on-page and technical SEO on the website and freshened up its link profile to improve Google rankings for the site.
The results
- Increased exposure for the brand through LinkedIn, Facebook and Twitter. The LinkedIn discussion group for the Interim Hub now sits at approximately 2,500 members, with interim managers and interim recruiters discussing current issues relevant to the interim management communities, as well as posting job roles. The Twitter account sits at 400 followers
- Lead generation for the Interim Hub has increased by around 400% since opening the service up to social media
- A successful launch of the training programme. The Interim Hub has now run workshops for over 400 potential interim managers
- Increased traffic from search engines by 300% following SEO activity on the site
- Over the course of two years the Interim Hub has become the go-to online resource for industry-wide news and opinion.
Amy has led and established the presence of the Interim Hub, through online marketing and social media, to become the voice of the interim industry. She has effectively built and increased online presence with dynamic website development, strategic plans for business growth and responsive implementation of those plans. Enthusiastic, adaptable, creative, with enormous drive and also a great person to work with!
