49%
YoY growth in overall website traffic in 2020
History
ForrestBrown was founded in 2013 by Managing Director, Simon Brown. The business provides specialist R&D tax credit advice. It enables innovative businesses to grow by helping them to access the government’s R&D tax incentives.
Digirank has worked with ForrestBrown since the start of their journey and our digital marketing campaigns have helped them grow new business, alongside referrals. Today, they advise more than 100 clients each month.
ForrestBrown’s award-winning team is now 100+ strong with headquarters in Templeback in Bristol and an office in London.
Objectives:
The aims of the ForrestBrown B2B digital marketing campaign:
- To raise awareness of ForrestBrown
- To drive relevant website traffic to engage and convert into new client prospects
- To dominate R&D tax credits digital space in the UK
- Raise awareness and educate about R&D tax credits amongst target audience in target industry sectors
57%
YoY growth in website enquiries in 2020
Approach:
Our on-going B2B digital marketing strategy incorporates paid search (Google Ads Microsoft Ads), website optimisation, content marketing and social media promotion. We use the digital channels in a strategic and integrated way to drive relevant, quality traffic to the website at different stages of the customer journey.
R&D tax credits were introduced by the government to fuel a culture of innovation. However, one of the biggest challenges we had in the early days was the lack of knowledge around R&D tax credits within the business community. In addition, ForrestBrown was a start-up, and a relatively unknown one too.
From the outset, our digital campaigns have focused on educating the target audiences about R&D tax credit claims. Key to the campaign success is our understanding of the influence of these digital acquisition channels on a target audience who have different levels of understanding, and are at different stages of their online research and buying journey.
Our four key channels work together in an integrated way to deliver high quality traffic and leads through the website.
Content is used as an acquisition tool, bringing in users to read relevant and educational content. Content also helps to reinforce ForrestBrown’s market-leader positioning through thought-leadership pieces and industry insight surveys.
Paid search activity ensures that anyone looking for R&D tax credits sees ForrestBrown on their journey. The paid activity works to nurture users down the funnel from awareness to conversion. Display activity also targets relevant users before they start searching.
Our SEO strategy ensures that ForrestBrown are visible organically for all terms relating to R&D tax credits. The SEO strategy includes Digirank’s Four Pillars of SEO: search strategy, technical health, backlinks and user experience.
Social media activity for ForrestBrown includes both paid and organic tactics, leveraging the channels for content promotion and in some cases direct client acquisition.
Results:
Seven years into the relationship, we are still seeing really strong year-on-year results for ForrestBrown.
In 2020, the site saw a 49% year-on-year growth in overall website traffic and the volume of website enquiries has increased by 57% year-on-year.
“I would highly recommend Loom to anyone looking for an online marketing agency. When I met Nicola at the end of 2013, she immediately identified what we needed and proposed a clear approach tailored to my specific needs. Since then, the results have been phenomenal. Our website is an important source of new business for us and so having a partner we can rely on for proactive, high-quality advice is critical for us.”