Whites

BACKGROUND

Introduce your business and what you do there.

I'm an executive at a consumer goods company. We are an international organization with more than 10,000 employees globally.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Whites Agency?

We wanted to launch social media channels for one of our new projects. We were looking for an agency to work on the launch's whole strategy and all the further steps of the kickoff, the content creation, analysis, and other things.

SOLUTION

What was the scope of their involvement?

Whites Agency works on Facebook and Instagram; they focus on starting with the strategy in many countries. There are different cultures, so we need to have a different approach, but we also have to combine it from a regional level. The main target is to build a strategy that would suit all the markets and allow local adjustments. Apart from strategy, they work on the content creation for the social media channels and analyze the content's performance.

What is the team composition?

We have four people working with us, including a junior account manager, a social media specialist, a senior social media specialist, and a growth marketing specialist.

How did you come to work with Whites Agency?

We had a pitch that involved several companies; they had the task of formulating a strategy and execution plan. We shared our challenges and our targets with them, and based on that, they needed to come up with a presentation, a clear strategy, and an execution plan. Based on it, we selected the most appropriate agency.

What is the status of this engagement?

We started the project in January 2020, and it is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The number of followers has increased; based on all the pages combined in all the countries, we have 160,000 Facebook followers and 30,000 on Instagram. We are delighted with the results because we designed the main KPIs at the beginning of the project, and we can see that we're clearly on the level of the KPI or over-delivering, so we are super satisfied with the performance.

How did Whites Agency perform from a project management standpoint?

We mainly communicate via email, and we also have a video meeting where we go through all the open topics.

What did you find most impressive about them?

We find them to be experts in the field; they follow all the trends and know what is happening in the market when it comes to social media. Additionally, they are super proactive and come to us with new ideas or something they notice didn’t work well. Another point is that they are open to giving and receiving feedback — they're constantly working to ensure that our cooperation goes very smoothly.

Are there any areas they could improve?

I don't think there's anything they can improve on — we're satisfied with everything.

Do you have any advice for potential customers?

Set up the process and guide them on how you want to work and how you want the work to be organized. Be open to listening to them because they have a lot of ideas and a lot of things to share.

BACKGROUND

Please describe your company and your position there.

I am the eCommerce Manager at NEUCA Group - the market leader in Poland in the wholesale distribution of pharmaceuticals, developing dynamically both in the pharmaceutical and medical field.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency?

We were looking for a partner that help us to build visibility of our new click & collect pharmacy. Challange: Successfull marketing startegy was an extraordinary challenge due to the competitive market and legal restrictions on the advertising of pharmaceutical products.

What were your goals for this project?

The project aimed to build visibility (organic reach) and support sales goals for the click & collect pharmacy throught social media activities. Our KPI was to generate min. 270,000 organic sessions and reach min. 200 000 users in social media per year.

SOLUTION

How did you select Whites Agency?

Whites showed great understaing of our business, business environment as well as legal regulations. They created a tailored digital strategy that responded to our needs. After few strategic meetings with the team we were sure they can help us to grow and meet our goals.

Describe the scope of their work in detail.

To achieve our common objectives, Whites Agency team combined strategic approach with execution, focusing on the following areas:

• SEO startegy with strong focus on content creation (cooperation with editors in creating SEO optimized content)
• PPC campaigns to boost reach for our current marketing activites and increase online sales.
• Social media communicaton that supported sales and awarness goals Activities: Whites Agency started by analyzing the market, the potential for growth forclick & collect pharmacy as well as competitive services.

Then they provided us set of strategic recommendations including:

• Online platform structure (SEO and UX recomendations) with detailed technical specification for selected subpages,
• Content (how to oprtimize content we had for better results, what kind of content to create and how to organize it on the website)
• Facebook profile and social media communication
• PPC activities (within legal regulations) that increased our sales and supported social media communication

What was the team composition?

Throughout the duration of the project we were working with a team of 4-5 specialists (1 for each marketing area) and Account Manager. Marcin P., and the Business Development Manager

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

As the result, we exceeded the KPI by generating 395,000 organic sessions per year (starting from 0), which means 146% of the assumed growth. We increased the number of keywords visible at the highest positions in Google SERP – 1850 keywords in TOP 3 and 5885 keywords in TOP 10. Many articles from Neuca appeared in Featured Snippets.

How effective was the workflow between your team and theirs?

Thanks to their experience in pharma marketing and their understanding of specifics of the healthcare industry, they quickly verified strategic objectives, leveraged synergy between different digital marketing activities, and came up with precise optimization recommendations.

The success factors are the partnership model of cooperation and transparency in communication. The high quality of this cooperation is proved by the fact that our SEO campaign was nominated and awarded in prestigious marketing events.

What did you find most impressive about this company?

EXPERTSE IN HEALTHCARE MARKETING + OWN TECHNOLOGY From the time perspective we can tell Whites Agency is a reliable partner with a strategic approach to our business, focus on our business objectives and driving the results Transparent communication and reliability Exceeding KPIs and delivering long-lasting results Focused on our business and its growth

Are there any areas for improvement?

I cannot recall anything.

BACKGROUND

Please describe your company and your position there.

Marzena Smolińska - Acting Brand and Communication Director We provide a wide range of health services, including a pharmacy network, medical consultations, optical and dental care, diagnostic and outpatient examinations, and hospital treatment.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency?

Whites Agency has developed and implemented a communication strategy for our Facebook, YouTube, and Twitter channels. Moreover, they have led product campaigns and worked on increasing brand awareness, as well as building great relations with patients on social media.

Challenges:

• To conduct succesfully B2H communication with patients, including exceptional, heated situations, as managing crisis communication (ex. due to the COVID-19 outbreak)
• The heathcare industry is affected by many legal restrictions, including the Data Protection Act (GDPR), and every brand message must comply with them.
• Creation of medical content requires consultancy with an expert in the given field.
• Health-related content raises a lot of emotions, which can result in a fierce discussion among the audience, so ongoing monitoring and fast reaction is essential.

What were your goals for this project?

The 3 main objectives of our cooperation:

• Increasing brand awareness and loyalty of all customers (patients) - customer service plays a significant role in this part.
• Boosting sales of the brand's services and products - by optimizing current activities and running product campaigns.
• Close collaboration with the PR & Social Media department, as well as the Medical department in creating high-quality, substantive content that can be a valuable source of knowledge for each patient.

SOLUTION

How did you select Whites Agency?

As a healthcare provider, we base our business largely on patient trust and we also apply the same expectations when choosing our business partners. We've chosen Whites Agency because of their vast experience in Healthcare Marketing, outstanding results and the expertise in social media communication, proven by case studies.

Describe the scope of their work in detail.

The components of the strategy:

• Key assumptions on how social media can support the company's objectives,
• Selection of the right channels, tools, and messages,
• Audience analysis and current brand communication
• Examples of communication from the market,
• Selection of appropriate and consistent visual and written communication.

Implementation:

• Workshops During the workshops, Whites Agency team fully understood our business model
• Our challenges and needs, as well as our segmented and diverse target audiences.
• Social Media channel communication we focused on sharing valuable content, showcasing the company’s services and specialists, and taking care of visual communication. Choosing appropriate messaging, e.g.: live streaming with doctors, educational infographics, engaging contests
• Targeting messages to the right people through promotional and informational campaigns
• Constant Social Media monitoring and moderation

What was the team composition?

Our team works directly with a specialists responsible for a given marketing area and Account Manager. Sonia Oczadły - Senior Account Manager at Whites Agency

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

A type of communication and a visually coherent website were developed that attracted loyal and returning users. We maintain constant contact with users, which increases their engagement in comments and private messages. We also noticed that some users have become brand ambassadors-expressing constructive viewpoints and promoting brand material to their friends, family, and colleagues.

The most significant KPIs: - visibility: 19,179,645 views - shortened response time to a query: from 4 hours to 30 minutes! - an increase in the average number of social media comments, shares and reactions

How effective was the workflow between your team and theirs?

Our cooperation is based on partnership, trust, and the transfer of knowledge (e.g., workshops and constant status updates). We pay more and more attention to the way we communicate, also in social media. Since Whites Agency had great experience with medical clients, they quickly offer and implement appropriate solutions. Thanks to the Whites support, we are better able to realize the potential of this channel and accurately respond to the challenges it poses to us.

This is evidenced by the level of user involvement and optimization of response time (very often Facebook is the first contact point). The second important aspect, besides the response time, is the qualitative content, which we create on an ongoing basis based on trends in Google, as well as seasonality of the disease.

What did you find most impressive about this company?

The most important aspects of our cooperation with Whites Agency:

• A comprehensive approach
• Commitment to collaboration, looking at our business holistically, and using social media as a tool to achieve our objectives.
• Partnership and trust, resulting from Whites' experience in the Healthcare industry, among other things, resulted in successful communication; hence, a suitable response in every situation and a thorough understanding of the market.

Are there any areas for improvement?

I cannot recall anything at the moment.

BACKGROUND

Please describe your company and your position there.

I'm the marketing consultant for online retail eCommerce operating in several CEE countries.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency, and what were your goals?

Ongoing PPC and SEO campaigns for selected markets. Basic goal was to decrease PPC costs (to improve COS/ERS) and second - to expand PPC/SEO activities on selected markets.

SOLUTION

How did you select Whites Agency and what were the deciding factors?

Company selected on recommendation, after checking several offers.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

The agency prepared an audit of all activities. Campaigns are improved in stages. We started with increasing the efficiency of the largest market, and then we implement solutions to other markets. We are also expanding the scale and scope of cooperation in selected markets. In the field of SEO campaigns, we receive materials and recommendations for further changes from the agency.

How many people from the vendor's team worked with you, and what were their positions?

We have a dedicated team: project manager and PPC/SEO specialists. We work together day-by-day.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We see a significant improvement in the effectiveness of the SEM campaign. The cost of the campaign has been significantly lowered. We report a noticeably larger number of phrases positioned in search.

Describe their project management style, including communication tools and timelines.

The work of the manager and the team is going very well. We have implemented a common Slack channel where we communicate campaign changes on an ongoing basis. We organize regular meetings to summarize and set new goals.

What did you find most impressive or unique about this company?

Undoubtedly, it's worth noting the detail of work on Google Ads account.

Are there any areas for improvement or something they could have done differently?

These are areas that are no different from other agencies: from time to time we notice less campaign activities and a longer response time.

BACKGROUND

Please describe your company and your position there.

Marketing team leader in 600+ people software consultancy. Responsible for demand generation, PPC, SEO and marketing operations

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency?

We needed to increase our presence on high buying intent software development phrases in UK. We didn't have dedicated SEO person and required knowledge, but we had loads of existing content waiting for optimisation.

What were your goals for this project?

Increase organic traffic on high intent pages overall by 40% and by 50% in UK

SOLUTION

How did you select this vendor?

They are considered one of top SEO companies in Poland. They ran good advertising campaigns which convinced us that they know what they're talking about and understand business problems, not only SEO technicalities.

Other companies completely failed on providing business case and reasons to hire them, while Whites approach was more tailored. Decision to hire was made by Head of Growth.

Describe the project in detail.

Our work started with a workshop where we went through current state and desired outcome. It helped us understand what's missing today and how it can be improved. That's where we formulated our strategy for the next months.

They provided us guidance on how to restructure our content, what to focus on when building new pages and how should it look like. We provided them access to our CMS and they were updating our existing content by themselves to improve SEO, mostly internal linking and rephrasing for better keywords.

What was the team composition?

We had a dedicated project manager and two SEO specialists were working with us on daily basis.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our existing content has been improved greatly and our search visibility tripled. We are able to attribute revenue to this traffic and its value surpassed project cost significantly.

How effective was the workflow between your team and theirs?

They are very communicative and quick to respond. They were flexible and used our own communication channels (Slack) where we could reach them instantly. Any issues we had were resolved promptly. They were able to defend their way of working and explain why things are done this way and not the other.

What did you find most impressive about this company?

They try to understand business and care about our metrics, too. We identified business KPIs and Whites were optimising their work for them, not vague SEO vanity metrics.

Are there any areas for improvement?

Few times they have missed technical errors we made during SEO optimisation and nobody noticed for weeks. This slowed our growth. They had a tendency to get quiet over time and become less proactive. We had to "wake them up" few times to tell us what are they doing now and how it's going.

BACKGROUND

Introduce your business and what you do there.

We’re a forklift truck manufacturer, and I’m the head of marketing. I’m coordinating marketing regions both in Poland as well as other regions of Eastern Europe and the Middle East.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Whites Agency?

Our previous agency was utilizing black-hat SEO tactics, so we needed an SEO provider who would only apply clean methods to increase our organic traffic.

SOLUTION

What was the scope of their involvement?

They’ve been responsible for the organic positioning of our website. They’ve conducted keyword research, and have been in discussions with us about some key phrases we’d like to target. We had a different agency to manage our Google Ads, so they focus on organic search rankings.

They’re currently implementing an audit for our web portal to optimize its web performance. They’ve provided reports that discern our portal’s SEO-friendliness; this report, in turn, allows our copywriters to create content for our website according to its guidelines. Whites Agency is similarly involved in executing a link test. They’re going to be testing the whole architecture of our website.

What is the team composition?

My primary point of contact was Maciej (Founder, Whites Agency) but I am now in touch with his successor.

How did you come to work with Whites Agency?

We released a tender, and we chose them because they provided a flat rate. They were very cost-effective, and I also liked their business approach.

How much have you invested with them?

We spend around $1000 a month for their services, but different specific projects come with different rates.

What is the status of this engagement?

We’ve worked together since 2014, and it’s an ongoing partnership.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Our organic search traffic has increased by about 30­–40% over the years of our collaboration. For some of our most important keywords, we’re also in the top ten search results, which is another indicator of success.

I’ve been very satisfied with the quality of their work. They’ve also taken a lot off my plate; the less I’m operationally involved with SEO on a daily basis, the better. I haven’t really had to intervene or ask them what to do, next.

Their monthly reports have been useful and fruitful. Although they’re limited by the fact that changes to our website have to be approved by our corporate overseers, they’ve performed well in spite of it. I know that our main competitor expends much more money on SEO services, so we’re satisfied on that front, as well.

How did Whites Agency perform from a project management standpoint?

Our collaboration has been a very strong one. They’re great at defining a budget and timeline, and then sticking to them. We meet with them at least twice a year in person.

What did you find most impressive about them?

I’ve never had any problems with them because they stick to their projected rate and always report on time. They inform me in the rare instances that there’s a delay. I really appreciate their punctuality.

Are there any areas they could improve?

I’ve actually recently brought this up with them, but I’d appreciate a little more proactivity on their part. It’d be great to know what trends there are on the market and some other industry-specific input. I think there’s little pressure to go beyond what it takes to keep me happy.

BACKGROUND

Please describe your company and your position there.

I work for a large global company, the manufacturer of small domestic appliances and kitchen equipment. It's a leading company in several product categories. I'm a Digital Marketing Manager and head of the digital team for Poland.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency?

We hired Whites for the creation and SEO optimization of a content hub website - domwporzadku.pl. The website's goal was to produce articles related to our business, that would answer the needs of our consumers and would grow organically due to its rich SEO content.

What were your goals for this project?

The goals were creating a platform that would continuously grow in traffic, acquiring more and more readers every month.

SOLUTION

How did you select this vendor?

I came onto the project once the Agency was selected, and took over the project after the initial months. However, I know that the Whites Agency was selected due to their strong reputation as one of the best SEO agencies currently on the market.

Describe the scope of their work in detail.

The Whites Agency team worked on enriching content marketing articles in SEO and making sure every part of the platform they were responsible for would meet the requirements of being fully Search Engine Optimized.

What was the team composition?

I've mostly worked with Sonia Oczadły, the Account Manager for the project, but also met with the Whites performance specialists and content specialists.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The organic traffic brought to the website by the SEO content is constantly growing in accordance to the plan, reaching the KPIs set in every month.

How effective was the workflow between your team and theirs?

The Account Manager is highly professional, and the entire Whites Agency team is highly reliable and a pleasure to work with. Everything was always on time, always on point, and the team was highly receptive to any requests from the client.

What did you find most impressive about this company?

The most impressive part of the company is their undeniable expertise in SEO and content marketing.

Are there any areas for improvement?

We are fully satisfied with the work delivered by the agency and I would easily recommend the Agency for other, similar projects.

BACKGROUND

Please describe your company and your position there.

I'm the marketing director of an international financial services company. We are in 16 countries and provide financial services to SME (B2B sector).

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency?

We are working with a specific target group and in a very competitive market. The main challenge for 2018 was to generate more valuable leads. We were focused on optimizing our PPC and SEO activities

What were your goals for this project?

The main goal for the project was to increase number of leads from the digital channel by increasing valuable traffic on our website.

SOLUTION

How did you select this vendor?

Agency was recommended by other company they cooperate with. very important for us was a fact that they had really good results in lead generation activities and their unconventional approach to our project.

Describe the project in detail.

We started for strategy and discussed our approach. Agency started from the research and based on that prepare a details recommendation for our website and PPC campaign structure. The main important thing in our project was constantly optimization our activities based on quality of incoming leads.

What was the team composition?

We used to contact Account Manager who knows our project very well.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We've noticed increase on areas like website traffic (+15%) and number of leads (+20%)

How effective was the workflow between your team and theirs?

I appreciate the systematic nature of my work with the agency. We worked together very closely and effectively.

What did you find most impressive about this company?

They put in effort to understand our business and our needs - without that, we wouldn't have such good results.

Are there any areas for improvement?

Reporting it's the only thing they could improve.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of growth at the world’s largest marketplace for doctors and patients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Whites Agency?

We were seeking to increase our web traffic in Italy, where we were scaling up our local operations. We hired them to generate blog content for us as an SEO tactic to boost our organic search ranking.

SOLUTION

What was the scope of their involvement?

Their team of Italian content authors produced and published hundreds of blog articles. They started by analyzing what precise topics and keywords would be pertinent to increasing our web presence. They also launched social media campaigns to promote the content on Facebook and a few other outlets.

What is the team composition?

We were in direct contact with only their CEO, Maciej (Founder, Whites Agency) who put a team together for us.

How did you come to work with Whites Agency?

We’d worked with them previously, for various simpler projects. We knew they were well-versed in SEO, so we decided to take them up to write our blog articles.

How much have you invested with them?

We spent roughly $45,000.

What is the status of this engagement?

For this project, they worked with us for 3­–4 months in 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

While I can’t remember the exact metrics of their performance, I remember that I was impressed by their content analysis. They demonstrated a real understanding of our issue and industry and made decisions based on statistics and facts—not just a gut feeling. Unfortunately, that’s a rare quality. The precision of their initial process shaped the success of the entire project, which I really appreciated.

They were experts in their technical and content-related fields, and very experienced.

How did Whites Agency perform from a project management standpoint?

They were very good. They were speedy in setting up the project on short notice.

What did you find most impressive about them?

Their turnaround time was quite impressive. While they’re based in Poland, they were able to gather a team of Italian content creators fairly quickly. They made an impression on me as a company that gets things done.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Go into the project with a clear, clarified idea of what you want. Agencies are great at executing tasks that are already initiated and outlined. Since they’re inevitably an external entity, you have to be prepared to explain your business to them.

BACKGROUND

Please describe your company and your position there.

I'm a CEO of Sporticos.com. Web portal with sport statistics and infografics. We have on average 2M visits/M and our traffic came mostly from Western Europe, LATAM & Africa.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Whites Agency?

We had a some hypothesis that we should change the context of the phrases we are visible on SERP . We were looking for someone to help us make decisions and show us how to do it.

What were your goals for this project?

Our goal was to increase the visibility, search results, traffic, and revenues of the English version of Sporticos

SOLUTION

How did you select this vendor?

I know a few people from this agency and used to work with them in other companies or projects.

Describe the project in detail.

At first they made data-driven SEO analysis. The analysis included both the service itself and the verification of the position and placement of respective competition for the presented list of phrases. Then we had the hypothesis that for us Phrases containing "live stream" are more often searched, as well as have greater business potential. Next, based on the further analyses, they created a set of recommendations for optimizing Sporticos for phrases containing live stream

What was the team composition?

We had dedicated project manager, but there were also two meetings in a larger group

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Already two weeks after implementation, key indicators have grown. Our positions on phrases associated with "live stream" moved from 4-6 to 2-3. But most importantly, our conversion rate increased by 70%

How effective was the workflow between your team and theirs?

We communicated mainly through Slack and it was very convenient and efficient

What did you find most impressive about this company?

With the support of Whites, we have finally focused on a precisely segmented section. Using specific numbers, they showed us where we are, where our competitors are, and where we should focus on growth.

Are there any areas for improvement?

The tool they used for analysis was still at an early stage of development. At the beginning, a lot of data was somewhat difficult to interpret. But it changed very quickly and in next iterations it was more and more interesting. .