IPRG — A Modern Approach to Traditional Brokerage
Following the launch of their rebranded custom website, IPRG formerly BRG partnered with Big Drop to help execute a fully comprehensive digital marketing strategy that would not only support brand awareness and lead generation of client’s value proposition but also position IPRG as a leader in the modern era of the commercial real estate space. As well as address target markets in all stages of their customer journey.
IPRG set the tall task of creating an all encompassing digital marketing strategy that that could scale with the brand, elevate its market position, and engage key audiences at every stage of engagement.
To achieve IPRG’s goals, a strategy for each aspect of the digital marketing scope was encompassed. Engaging in an ongoing audit, analysis, creation, and execution approach of each platform:
We audited the entire site for overall domain health and technical SEO errors and opportunities, followed by an analysis of best industry keywords (including long-tail and correlated) for maximum SERP visibility, and then created content and relevant pages around valuable and trending keywords to improve organic search rank and overall domain credibility while simultaneously implementing technical on-site changes based on audit findings, best practices and IPRG’s business goals.
After identifying and mapping out the target audience in all stages of their customer journey, and analyzing the best keywords for SEO and SERP visibility, we developed and managed a robust editorial content calendar with scheduling, assets, and content statuses. From there, we executed the content strategy with ongoing keyword tracking and optimization of content. While distributing the content across relevant platforms and channels we also conducted A/B testing on lead magnets and call to actions.
We first identified the right keywords to build the correct campaigns, ad groups, and ad copy to drive to strategic landing pages while analyzing SEM goals and objectives. From there, we developed and managed PPC campaigns on AdWords & BingAds. After executing the SEM strategy, optimizations are done to ensure account health and efficiency. Analysis and recommendations were then provided monthly through reporting.
Once we identified and established personas based on customer/lead list segments and engagement, we developed an outreach strategy that aimed to deliver hyper-personalized promotional insight from IPRG to specific segments within their existing database. The next step was to deliver key content, updates, and information to all target audience members while A/B testing subject lines, content personalization, offers and brand messaging. The ultimate goal was to provide a refined approach to email marketing that presented a tailored content experience from IPRG to further engage contacts and users while maintaining their brand relevance.
Through a collaboration between IPRG and Big Drop we successfully cleaned up any technical SEO fixes, conducted on-page optimizations, began a consistent content creation cadence of publishing relevant blog posts twice a month, and launched PPC, social media, and email marketing campaigns that were enriched with custom graphics aligned to the new IPRG brand.
In executing IPRG’s digital marketing strategy the rebranded name appeared in search results within the first week of launching the SEO and SEM initiatives. Overall traffic increased by 16%, Direct traffic increased by 1.3%, Organic search traffic increased by 67%, Paid search traffic increased by 6%, and Pageviews increased by 12% with a count of 8K pageviews.
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