UK agency uses Semrush .Trends to win 11 opportunities worth nearly $500,000
About Impression Digital:
Impression Digital is a multi-award-winning digital marketing agency in Nottingham and London, UK, specializing in SEO, PPC, Digital PR, CRO and Analytics. Founded in 2012, the business has grown rapidly, now employing a team of 60 digital marketing experts. Impression works with companies with a high growth potential across retail, home, finance, B2B services and the third sector, with a client roster of household names. Always innovating, they are willing to go off the beaten track to discover and apply game-changing strategies. They show pride in doing things well and they are dedicated to being the best at what they do, and to helping their clients do the same.
Business challenge: getting comprehensive data on clients’ markets, their share, and the best growth opportunities
Impression is currently pitching to a large electronics retailer that is well-known for selling gaming PCs. The client told Impressive they had seen increased performance in 2020 and they were looking for a marketing agency to continue to capitalize on that growth into the future.
While preparing the pitch, the agency’s task was to check a few important metrics:
- — How big the market is;
- — What share of the market the client holds;
- — If they have growth, has the client been growing or is the whole market growing?
- — Which companies are their client's top direct competitors;
- — What the client’s biggest growth opportunities are.
This data would allow Impression to accurately assess the client’s position, put together an impressive pitch, and map out the following digital marketing action plan.
Solution: Semrush .Trends for market and competitor analysis
Market Research
Impression used Semrush .Trends (which includes Market Explorer and Traffic Analytics tools) to find out if the previous growth was caused by increased demand or increased performance, and confirmed that it was the former. Furthermore, with the help of Market Explorer, the agency discovered that the client’s market share had stayed consistent with the market growth: people were staying home because of the pandemic and spending more on gaming PCs. Impression was able to come back to the client with this insight and explain that the past growth was not sustainable beyond the pandemic, and therefore increased investment in digital marketing would be a sensible idea.
Competitor Research
Identifying the Top Opportunities
Impression uses Traffic Analytics at the qualification stage to understand how big the site and opportunity are. Then they deep dive to look at insights like traffic growth or comparing domain vs. domain.
“We also look at traffic journeys within the Traffic Analytics tool. We use it rather anecdotally to see when, for example, a marketplace is referring a lot of traffic to a retailer. We’d use it as an opportunity to open a conversation with a client or a prospect, saying: ‘We’re seeing this. Does it sound right to you?’”
Results:
- The well-informed pitches helped Impression Digital win 11 opportunities that generated an annual contract value of £341,250.00 from July 2020 to January 2021.
- The agency has access to unique market and competitor data.
- Putting together comprehensive pitching presentations now takes a fraction of the time and effort.
- Impression is able to offer a roadmap for future work right from the first contact with the client.