What was the scope of their involvement?
Women’s Marketing is providing organic search optimization for us. They take care of anything from initial keyword and competitive research (in terms of competitors’ keywords and backlinks), looking at what might make sense for us to go after. They helped us put together a backlink strategy, and came up with recommendations for us.
The technical audits they do impact the technology team, press releases, new website pages, and blog articles. We use another company for design, and we have in-house conversion optimization efforts, but Women's Marketing has done analysis on, for example, our 51 different state landing pages, for organic search. We have a wash-rinse-repeat process of going through the same cycle, improving a little more each time. It’s a living-and-breathing process.
Anything we do goes back to Women’s Marketing, to make sure it’s completely optimized and without issues from a technology, content and link standpoint before it’s put up online. They provide recommendations, and are an integral part of the process, ensuring we don’t do anything wrong.
If we need to make some mass changes to the blog, Women's Marketing will go in and do all the grunt work for us. We have a scholarship outreach program for getting .edu links back to our website and they handled the outreach to colleges.
What is the team dynamic?
They’re embedded within our day-to-day processes, which I find to be key for success. Women’s Marketing is also willing to dig in and roll up their sleeves if we don’t have the resources to actually carry out some of the recommendations.
How did you come to work with Women’s Marketing?
I had used them at my previous position at a company selling skincare products online, for a print campaign. I started using Flying Point Digital and they were purchased by Women’s Marketing. I tested them out, and really liked them.
What is the status of this engagement?
We started working with Women’s Marketing around Q1 of 2016, shortly after I started working for the company. The relationship is ongoing.