Continuum, River House, East Wall Road, Dublin 3, Ireland. Phone +353 1 8558860

National Pen Achieving International Digital Success

In September 2014 National Pen’s German website saw a 50% increase in organic website

traffic, year on year. The UK business also benefited from an increase in website traffic of

over 20% year on year.

National Pen is a world class provider of customised brand enhancing merchandise to more

than one million small and medium sized businesses across 22 countries, globally.

Promotional items can be powerful marketing tools for many companies of different sizes.

National Pen’s products are personalised with brand information and therefore can be used

for brand awareness, improving customer loyalty and ultimately growing revenue.

To further enhance and grow the European business National Pen realised the need for an

online marketing strategy which focused specifically on international, multi-lingual

optimisation activity.

The approach taken by Continuum was phased and measured working closely with the

National Pen team as their European digital partner. Continuum, in partnership with The

Digital House, devised a comprehensive European paid and organic search strategy focusing

initially on the UK, German and French online business.

Full SEO implementation across their European sites is successfully driving rankings for

National Pen and in turn increasing levels of qualified ecommerce traffic.

National Pen benefit from a more robust and granular PPC account structure to maximise

gains from the merchant centre feed in and to optimise monthly PPC activities.

An international content marketing strategy was put in place to deliver consistent,

ongoing valuable information to country specific target audiences. Content syndication and

an aggressive link building focus by Continuum’s in-country specialists for Germany and

France has also been a key element in the improvement of each of National Pen's localised

websites.

‘Continuum have provided us with excellent SEO insights and guidance enabling National Pen to

successfully climb the ladder of SEO success. As a team we have carefully worked through the levels

of SEO site optimisation including content, link building and social to the point where we now have a

steady rise in impressions and clicks, combined with increasingly strong levels of sales conversion.’

- Tony Bowers, International Ecommerce Manager at National Pen