As the Marketing Manager for LEAP Housing, a homeless charity, I was responsible for complete oversight of all marketing within the organisation, including digital marketing efforts, website design, content creation (WordPress), Search Engine Optimisation and social media management. I also used Google Analytics and Console to track organic web and social media traffic whilst providing monthly analytical presentations to the CEO and marketing board. In addition to these responsibilities, I worked closely with the board to determine the overall strategic direction for marketing efforts and was responsible for the brand communications.
Some of the key developments during my role:
Search Engine Optimization
Within my first three months at LEAP Housing, I focused on optimising SEO in order to maximise organic traffic. I worked on improving keyword ranking, technical SEO aspects, website design, authority and relevancy scoring. When I first started, the website ranked poorly for SEO audits. After just two months the website ranked excellent with a score of 85/100.
Google Analytics
Setting up Google Analytics allowed me to monitor my traffic progress. After just 6 months, in comparison to the 6 prior, Users were up 22.7%, New Users up 67.3%, Organic Search up 80.6% and Average Engagement Time up 13.9%. Furthermore, every month reported a consistant positive increase, all thanks to building up backlinks, planning, creating quality content, consistancy, Search Engine Optimization and a range of other digital marketing tools.
LEAP Housing’s Google Search Console
Setting up Google Search Console allowed me to monitor the organisations positioning for keyphrases and keywords, which was vital for viewing the results of my Search Engine Optimization efforts. Although Click Through Rate decreased, the organisation had improved ranking for relevant keywords, had increased impressions and positioned higher than before, ranking on average 10.4th over 11.1st in SERP results. This demonstates my success in relevancy scoring.
LEAP Housing’s Backlink Generation
By more collaboration with external organisations or businesses who interacted with the charity, I developed relationships and used our blog to build and develop backlinks. This helped the website to rank higher in terms of authority. When I started the domain authority stood at 27 from below 11 prior to my start date. As of May, LEAP Housing now has 97 referring domains and 358 backlinks in comparison to 65 referring domains and 200 backlinks from before I started. My SEO and content work has displayed a consistant backlink increase, as highlighted on the chart below.
Google Business Profile
Another development was the organisations Google Business Profile. GBP helps supports website domain authority score. Throughout my time at LEAP, I focused on developing the profile to become as strong as possible. Improving the profile organically in under 4 months, with Total Actions up 104%, Website Actions up 128% and an incrimental increase on every metric aside from Phone Calls, as shown in the table.
New User Aquisition
Throughout the developed areas shown prior, the New Users Default Channel and the Session Default Channel for aquisition showed a considerable growth for new users in a short timeframe, with Organic Search increasing by 80.5%, Direct by 36.1%, Referral by 79.4% and Organic Social by 79.1%. Furthermore, the growth of every Session’s Default Channel also grew incrementally, as highlighted on the channel groups aquisition image.
Some of my key responsibilities at LEAP Housing:
– Managing and growing the charity’s social media presence, including creating and scheduling content, engaging with followers, and analyzing metrics to improve performance
– Designing and implementing fundraising campaigns
– Creating and distributing marketing materials, such as brochures, newsletters, and blogs to educate the public about the charity’s events, mission, and case studies
– Planning and coordinating events to raise awareness and funds for the organization
– Collaborating with other departments to ensure that all marketing efforts were aligned with the organization’s overall goals and objectives
– Managing the charity’s website and ensuring that it was up-to-date, accurate and relevant.
– Utilizing analytical tools like Google Analytics, to measure the effectiveness of marketing campaigns and make data-driven decisions.
As the Marketing Manager for LEAP, I had the opportunity to make a real impact in the lives of individuals experiencing homelessness, while also developing my skills as a marketer. The role was challenging and rewarding, requiring creativity, strategic thinking, and strong communication skills, as well as an ability to work in a team environment and present data.
Skills: Copy Editing · HTML · Direct Marketing · Management · Analytical Skills · Performance Metrics · Social Media · Copywriting · Search Engine Optimization (SEO) · Marketing · Communication