BIS Consult
Smart Marketing for Smart Estates
Client
About
Sector
Team Size
First 4 months compared to before
increase in clicks
increase in impressions
increase in search
The Challenge
BIS Consult approached Digiwoods at a pivotal stage in their growth. While they had previously tried various marketing providers, they consistently found that both agencies and freelancers struggled to fully understand or communicate the depth and complexity of their service offering, particularly in relation to smart estates and digital transformation within the public sector.
With no in-house marketing expertise or structure, BIS needed more than just content creation. They needed strategic direction, consistency, and a partner who could translate technical capabilities into a clear value proposition for their target audience.
They turned to Digiwoods to help identify the most impactful marketing activities for their sector and to build a cohesive and sustainable marketing approach from the ground up.
Key Challenges
- No internal marketing resource or expertise
- Previous providers failed to understand or communicate their complex offering
- Lack of consistency across marketing channels and messaging
- No strategic direction around what marketing activities would deliver ROI
- Difficulty engaging a public sector audience with niche, technical services
- Desire to improve brand presence and credibility without overloading internal time
What we Did
Our first priority was to build a solid foundation by clearly defining who BIS was targeting, what they were offering, and how to position it effectively. From there, we rolled out a tailored marketing programme that combined strategic planning with hands-on delivery across social media, digital web content, and internal upskilling.
The goal was to create a system that the BIS team could confidently maintain and scale over time with our support, while continuously improving its effectiveness.
Strategy
Previous marketing efforts had skipped this entirely, which was surprising. We began by creating the strategic documentation that should sit at the core of any marketing function. This included defining Ideal Customer Profiles (ICPs), building buyer personas, and breaking down BIS’s service offering into a structured, market-ready format.
There was some ambiguity in how services were described, as CEO Nick was still refining the business’s core offer. With our input, we helped formalise and position the services, setting the foundation for how the website and all future marketing would be structured.
Social Media Management
We introduced a consistent content calendar shaped by the strategic work completed upfront. This included identifying key themes, mapping them to the buyer journey, and ensuring the content was relevant to BIS’s niche audience.
Our strategic groundwork played a major role in informing content direction. It also helped identify where we could bring in expert insights from the BIS team to strengthen thought leadership and build credibility.
Upskilling
To build long-term capability within the team, we delivered a four-part LinkedIn training series. This included practical action plans, profile optimisation, and live walkthroughs.
We also developed a custom GPT tool tailored to BIS’s tone of voice. This gave the team a faster, smarter way to draft content while staying on-brand without losing the human touch. The focus was always human first, AI second.
Educating the team on how to use their personal LinkedIn profiles for business growth was key, especially given the B2B and public sector audience BIS engages with. When done right, this is one of the most powerful tools in their marketing toolkit and it innately enhances all other work.
Photography
We carried out on-site photography sessions to build a bank of professional imagery featuring the team and workspace. These visuals were used across the website, social media, and proposals to help humanise the brand and reduce reliance on stock images. In addition to this, we completed headshots for core members of the team as these needed a refresh.
See below for some examples.
Digital and Web
This is a work in progress, but a crucial one.
Once the service structure was finalised, we used this to define the new website’s architecture and identify opportunities for transactional, SEO-optimised landing pages.
As a baseline, we ensured SEO-optimised blog content goes out monthly. These posts include industry thought pieces drawn from our upskilling sessions to ensure they are both valuable and authentic.
The larger web redesign was managed in collaboration with an external provider who originally built the site. Since the website was developed entirely in custom code, outside our preferred platforms, we advised sticking with the same partner. Acting as project leads, we guided the redesign and lifted the workload from the BIS team.
The Result
Implementing a structured content strategy based on clear personas on LinkedIn delivered immediate growth in both reach and interaction for BIS Consult.
Follower growth: The audience doubled from 250 to more than 500 within the first three months, driven by posts that spoke directly to the challenges of their ideal clients.
Overall performance: Core social metrics such as impressions, clicks, reactions and comments all rose sharply compared with the baseline period when no clear strategy was in place.
Engagement quality: Even with a larger audience, the engagement rate increased and now consistently exceeds 10%, a benchmark considered excellent for B2B on LinkedIn. This shows that new followers are actively engaging with the content rather than scrolling past it.
Headline metrics and example posts are provided below.
Following a technical SEO audit, we resolved key performance issues and reworked high-priority service pages with precise keyword targeting. We then introduced a regular cadence of SEO-optimised blog posts that complements the social media content and positions BIS Consult more prominently in relevant search results.
Organic traffic has risen steadily since these changes went live. Engaged sessions grew by 63% when comparing February to May with the four-month period before our engagement. To keep progress visible, we built a custom performance dashboard that brings all core web metrics into one place, making it easy for the BIS team to see what is working and where new opportunities exist.
A full site restructure is now under way in collaboration with BIS’s long-term web development partner, led by us. Once the new architecture is live, we will re-optimise every page, continue publishing SEO blog content and thought-leadership pieces, and create keyword-focused transactional landing pages.
Even before this larger overhaul is completed, the website is already delivering stronger results. A snapshot of the dashboard and current performance indicators is provided below.
The graph below tracks total website users over an extended period, giving a clear view of progress. Our engagement began in mid-January, and the early results are already encouraging, indicating solid momentum. With the forthcoming site-architecture changes combined with SEO, we expect this upward trend to accelerate.
Before our engagement, the site was not connected to Google Search Console. After integrating GSC, the first few months show a dramatic rise in impressions (454% increase), meaning far more people are now seeing BIS in Google search results. Clicks will follow shortly after.
WHAT’S NEXT
With strong foundations laid, the next phase is all about acceleration.
We are building a repeatable prospecting funnel for the CEO, powered by insights gathered from recent events and outreach, and seamlessly integrating it with the ongoing social, SEO and upskilling work. At the same time, we are planning and filming a series of case studies that will showcase BIS’s successes and give the website a robust proof-of-impact section.
Our strategy now runs on two tracks. First, maximise visibility so that more of the right people discover BIS and engage with its content. Second, optimise the website so those visitors find compelling evidence and clear calls to action that encourage enquiry and conversion. The architecture overhaul already under way supports this goal, and each new case study will provide persuasive social proof.
BIS is entering a pivotal growth stage, and our role is to ensure that growth remains sustainable, strategic and fully aligned with their vision. We’re proud to play a role in helping them showcase the incredible work they do.
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