EFL, the European Leasing Fund (Credit Agricole Group), is an established brand helping businesses around Poland fulfill their leasing needs. EFL began operations in 1991 as one of the first leasing companies in Poland. The company is a provider of comprehensive financial solutions: leasing, loan, long-term rental, factoring and additional products.
The campaign target audience
Client’s blog target audience:
- Business owners, freelancers, enterprise representatives (accountants, financial directors, CFOs)
- Users who seek credible information about financial/leasing solutions
Target audience (media, journalists):
- Media representatives from the following sectors: finance, automotive, business, and general news magazines.
Goals and Results
Objectives over cooperation period, 11.2019 to 11.2021:
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To acquire external links and mentions from authoritative domains via digital PR campaigns; at least 180 publications and 70 links from 3 campaigns
Result:
224 publications in the media
110 links
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To increase the number of keywords ranking in the TOP3 and TOP10 of Google search results, by 200% each
Result:
TOP3: increased by 310%
TOP10: Increase by 361%
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To increase the YOY share of SEO as a source of traffic on the entire website
Result: Increase in share of SEO traffic from 45% in 2019, to 56% in 2020, and to 70% in 2021
- To increase the total number of users from organic traffic by 100% (Dec 2019 vs. Nov 2021)
Result: Total number of users from organic traffic increased in September 2021 by 218%
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To increase the total number of users on the website EFL.pl
Result: Total number of users increased by 172%
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To increase position in TOP 10 compared to the biggest competitor (PKO leasing)
Result: We overtook our competitor by 1002 keywords in the TOP10.
Strategy
Following the analysis of the client’s website and “Business and You” corporate blog, we proposed a strategy consisting of both on-page and off-page activities.
- Initial keyword research and content audit of the blog, and pages with offer descriptions.
- Improvement of old content (better keyword optimisation for SEO).
- Writing new engaging content for the blog, in line with EFL’s brand communication strategy; 4 new blog posts per month.
- To acquire external links that will support the SEO visibility, creating 3 creative digital PR campaigns (content reports) and promoting them to journalists through email outreach.
- Regular monitoring of the campaign’s effectiveness and results.
Execution
- Consistent creation of 4 new blog articles per month related to car leasing, business tips, automotive, business and personal finances.
- Gradually optimising old content in terms of keywords, ensuring appropriate internal linking, supplementing with graphics and elaborating on missing or outdated concepts.
Digital PR campaigns:
- For the cooperation period, we proposed to conduct 3 digital PR campaigns (content reports) to acquire valuable external links to support SEO visibility and increase brand mentions in the media.
- All the reports were promoted organically by email outreach to journalists and bloggers from online media platforms (general news sites, automotive, business and finance magazines)
Campaign 1: What do we associate car brands with? (Jan 2020)
https://efl.pl/pl/biznes-i-ty/artykuly/cechy-marek-samochodowych/
- We based the report on an online survey where we asked respondents to indicate up to three brands they associate specific qualities or features with. We asked about associations with reliability, safety, elegance, comfort, fast driving and modernity.
Campaign 2: How do different generations view cars? (June 2020)
https://efl.pl/pl/biznes-i-ty/artykuly/samochody-i-pokolenia/
- The campaign was based on the results of an online survey, which was completed by 1,320 participants from all over Poland. We categorised the responses according to age, dividing the respondents into generations.
- We asked the participants about car preferences, their ideal car, their knowledge of cars and the impact of cars on the environment and ecology.
Campaign 3: The future of fuels and fuels of the future. (Oct 2020)
https://efl.pl/wp-content/uploads/2020/10/Raport_paliwa_EFL-2.pdf
- The campaign was based on the available research, external sources and credible statistical data on the future of the fuel industry in the context of electric cars. We also analysed the impact of the pandemic on EV sales.
- We asked industry experts for their opinions, supplemented the report with infographics and published it as an attractive ebook.
Summary
We know how important it is nowadays to provide high-quality content supported by real authorities, especially in such a difficult financial industry.
Assisting EFL with its content marketing goals meant taking a user-oriented approach. We addressed the needs and questions of our client’s target audience with SEO-optimised content for their corporate blog. We opted for topics related to business, finance, and leasing solutions.
Thanks to such in-depth research and supplementing the text with data visualizations in the form of infographics, we increase our publication reach and develop our client’s brand awareness. We can make the text published in the media of big recognizability. The content is interesting not only for our client’s audience. Through media relations, we manage to encourage journalists or institutions to work on texts and publications based on our materials.
The results speak for themselves — in the presented period, not only the number of keywords in the tops has increased. Also, the traffic on the blog, and thus the share of organic traffic for the entire domain, has increased. All these activities (apart from a significant improvement in the search results, exceeding the brand’s largest competitors) significantly strengthen the client’s brand in a difficult niche, which is the leasing and finance market.
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Contact us and let’s see what we can do together!
Effects
70%
Increase in share of SEO traffic
218%
Increase of the total number of users from organic traffic
more than 300%
Increase the number of keywords in TOP3 and TOP10