“We wanted a smart and hard-working site and content that complemented our own activity. I am most proud of the effect all this has had on our rankings and how we are now found by UK, US, European and Chinese tech companies”.

Inline Policy

INDUSTRY: Business Services

Their problem

Management wanted a fit for purpose website that acted as a knowledge hub repository for technology firms. It needed to help drive relationships with fast-growing UK, US, Chinese and European technology companies looking for policy and regulatory support.

The results

Within the first year, website traffic rose 150%, Google search ranking rose 2,250%, Year on Year revenue rose 35%. Customer blogging and high-quality content is the heartbeat of the organisation. Blog views are up 570% and social media audience has grown 147%.

Inline Policy’s journey.

A HubSpot customer case study

Inline Policy is a specialist consultancy providing in-depth policy and regulatory analysis for high growth, tech-enabled companies. They help companies understand what policy makers and regulators are thinking and how best to influence their decisions. Management wanted a website that reflected this and a marketing strategy that underlined the organisation’s relevance to fast-moving businesses.

Management already understood the potential of inbound marketing. They required assistance with execution in line with their business goals and priorities.

Decisions made

Focus on topic clusters and specific areas of expertise, make Inline Policy people more prominent (ie champions), develop a more engaged social media audience and build outreach to touch and influence what tech companies wanted support with.

Re-set around personas
Focus on sector and issue expertise
Articulate success stories and what others have achieved
Build a powerful content and asset library
Incorporate video
Launch an EU training programme

Outputs

Equinet begun by focussing on customer personas, key words and creating a game plan from which an inbound marketing programme could operate. Outputs have included a new website, some blog writing and optimising, creation of pillar pages and eBooks, other downloads, case studies, a corporate overview and videos. Currently, we are planning out the expertise content creating deeper dive MoFu and BoFu experiences.