BDB’s highly organised approach delivered an award-winning website that attracted visitors from more than 130 countries in its first year. In line with Ocean Spray’s interest in creating a global yet localised web strategy, six local language microsites were subsequently developed to target key growth territories. But, what were the essential factors to consider when developing the sites?

Research

BDB built Google Analytics into the new websites from the outset to facilitate intelligent measurement metrics based on real-time data. BDB also analysed the existing Ocean Spray ITG website to review key functional requirements, target audience and content. BDB drafted a technical specification and detailed site map and set clear project goals at the start of the project.

Copywriting for SEO

The website copy was optimised for the web through careful tailoring to include targeted keywords both on and off page. To increase the amount of unique site content on the website and encourage traffic through long-tail keyword searches, BDB incorporated a news section and a blog. These are both regularly updated, not only for the benefit of web visitors, but also for regularly visiting search engine “spiders” which look to rank sites on relevance and frequency of new content.

Localisation

In the case of the microsites, BDB commissioned keyword research in each territory, to ensure local search terminology featured throughout each microsite. Plus, to ensure they consistently ranked highly in searches, the copy for each microsite was written from scratch, rather than translated from the English original, based on the keyword research results. BDB made the decision to host the microsites in the local country to further optimise search engine results.

Design

Bright and attractive photography was used throughout, and BDB ensured the design of the main website would transfer to each microsite for an integrated globalised approach. Clear navigation and minimal click-throughs also helped improve the user experience and ensured visitors reached the right page quickly.

Results

The main English-language website attracted more than 16,000 unique visitors in the first twelve months – a success for a niche b2b site. Keywords such as “cranberry ingredients” and “frozen cranberries” consistently rank in the top 10 Google organic search results.

The site is easily updatable and new items are regularly added to help boost SEO. Ocean Spray ITG has asked BDB to build additional microsites to support its expansion into new markets.

“BDB developed the website and microsites with complete professionalism. We are very proud of the finished results that have more than delivered on our objectives.”

Marion Burton, Marketing Manager, Ocean Spray ITG

Overcoming the fear factor in dealing with the media is a hurdle that even the most seasoned professionals struggle to beat. Here Alison gives tips on handling the media, and discusses how BDB’s media training programme can help you make the most of the opportunity to have your say. Download the free whitepaper for more.

Si vis pacem, para bellum

Every piece of media coverage about an organisation paints a picture of its personality, culture and values; and so a brand is built. Protecting, nurturing and strengthening brand reputation is critical for a company’s long term survival.

Yet all too often companies will only think to close the stable door after the horse has bolted. Media contact – particularly digital media contact – is frequently left in the hands of a relatively junior marketing executive who is unclear on corporate policy and unversed in key messages. It may not be until crisis hits that the importance of professionally trained media spokespeople becomes apparent.

Speak in soundbites

Becoming a media-friendly organisation is more essential than ever in our broadcast-happy culture, where digital generation viewers tend to snack on mini info-bites. A recent survey[i] has shown that CEOs who tweet are held in high regard, with 86 percent of respondents rating CEO social engagement as important for building trust, bolstering external communications and, critically, improving brand image.

So, where to start?

Don’t feel you have to enter the fray alone. BDB’s international PR team, media training specialists and digital media experts will help you become a confident communicator. As a taster, download our latest free whitepaper to find out how to:

-       put a corporate media policy in place

-       get your message across in an interview

-       avoid tricky questions

-       perform in front of the camera

-       maximise media coverage at a tradeshow

-       turn every contact with the media to your advantage.

We’d love to hear your thoughts on the whitepaper – get in touch or post a comment below.