Client Background and Challenges
A.R. Mazzotta is a locally owned and operated administrative and light industrial staffing agency that has been serving the Connecticut area since 1983. They have four offices serving Middletown, Thomaston, Wallingford, and Westbrook, CT. They’ve used a mix of other vendors for marketing services and attempted to post content internally, but found it hard to manage alongside recruiting and business development issues. They also wanted a partner that understands the staffing industry and their market.
The Goal:
To implement a digital marketing strategy to improve online engagement, traffic, and response. The firm wanted a more consistent and engaging presence across social platforms; an email marketing campaign to ensure they stayed in front of the huge client and candidate database they’ve created over the last several years; and a way to improve search engine rankings and secure more inbound leads.
The Solution
We created a multi-faceted digital marketing strategy that included:
- Content Creation – 4 blog posts per month on their website.
- Ongoing SEO – customized monthly program that includes new page creation, optimizing existing content, competitive targeting, and long-form content creation.
- Email marketing – monthly newsletters for both clients and candidates.
- Social media marketing with PPC – to increase visibility and engage new prospects and candidates.
We created a series of branded social media templates and newsletter designs and analyzed the existing site’s SEO and the firm’s top five competitors. Based on this data, we created an aggressive SEO and content strategy to outperform their competitors and secure more traffic. Additionally, we profiled their target audience to identify which social channels and paid outreach would be most effective.
The Results
Since the campaign was launched in the Spring of 2022, tremendous growth has been seen in key areas:
- Overall total users to the website increased by 63.95%.
- New users to the website were up 65.02%.
- Total sessions to the website increased by 61.97%.
- Pageviews on the website were up 33.28%.
- Traffic from social media increased 50.63%.
- Traffic to contact pages increased 12.86%.
- Contact form submissions skyrocketed 60%.
- Blog traffic jumped 15.63%.
- Traffic to job postings increased 61.15%.
- Online Application traffic increased 66.93%.
- “Request an Employee” form submissions increased 23.53%.
- Increased Facebook followers by over 100%.
