Background:
GardenBuildingsDirect is an online retailer specialising in garden buildings including sheds, summer houses, garden offices, workshops, log cabins, green houses, garden storage and playhouses. The business sells direct to consumers.
The business was set up in 2000 and designs, manufactures and delivers all its outdoor buildings from its base in Worksop, Nottinghamshire. Its state of the art production facilities means everything leaving the warehouse meets the highest standards.
It’s part of the Kybotech family of businesses. Others within the portfolio include BillyOh.com which specialises in outdoor living products and buildings, Bobbin, a range of vintage and modern bicycles for children and adults plus cycling accessories and PhysioRoom, providing sports and injury rehabilitation equipment.
GardenBuildingsDirect.co.uk came to us to help boost brand awareness and build SEO boosting links from high authority media sites.
Our challenge was to create a PR strategy winning multiple links and continue to build trust and credibility in an established brand. However, the brand operates in a saturated market. As well as similar online specialist retailers, the brand also competes against high street names, DIY outlets and even some of the discount retailers.
Strategy:
The goal of the campaign was to build SEO rich links into the GardenBuildingsDirect.co.uk website and at the same time to continue to build trust and credibility in an existing brand with over two decades of experience in the outdoor living and garden sector.
The experience was crucial - we needed to build on the brand's expertise as garden building specialists and experts in anything related to garden and outdoor living.
The campaign used two core PR tactics:
- Press releases to attract links from high quality domains for SEO
- Reactive PR and expert commentary to put GardenBuildingsDirect in front of the right home and garden writers and publications.
Over a 12 month period we created compelling and timely content to pitch to a range of media including the online versions of national and regional newspapers and magazines, as well as lifestyle news sites.
Among the stories we drafted and pitched to these titles were stories on common garden pests including slugs, ants and rats and content linked to garden sheds and other garden buildings including how to clean algae from wooden structures in the garden and seasonal stories on items you shouldn’t store in your shed. We also created general garden stories. Among them was content on garden spring cleaning, how to help hibernating wildlife, garden laws you may be breaking and how to create a dog friendly garden.
When it came to pitching GardenBuildingsDirect as experts and taking advantage of over 20 years experience in the sector, we responded to relevant media requests via direct contact from journalists and responding to online queries.
Thanks to industry experience among garden, home and lifestyle journalists, we were able to work closely with existing contacts and build new ones.
Results:
Over a 12 month period, 916 items of coverage were secured with a total of 899 links. Coverage was secured via a mix of high quality, on message press releases and reactive PR / expert commentary.
Among the coverage secured:
- Daily Mirror, DR 89
- Express, DR 88
- London Loves Property, DR 39
- Independent, DR 91
- Ideal Home, DR 78
- Country Living, DR 85
- The People’s Friend, DR 50
- Bournemouth Echo, DR 74
- In Your Area, DR 73
- Woman & Home, DR 75
- Wales Online, DR 81
Client feedback:
Christopher Palmer-Smith, GardenBuildingsDirect.co.uk:
“Motive has given us an edge in search, by building thousands of links for us from high quality domains they’ve boosted our organic rankings.”
Want results like these?
Email us with the goals you have in mind - we’d love to work with you! hello@motivepr.co.uk
