The Challenge

Boosting Visibility and Engagement for a Community-Focused Financial Firm

The Kelly Group, a financial advisory firm deeply involved in its local Maryland community, has built a reputation for client trust and authentic relationships. However, their online presence didn’t fully reflect the leadership they had cultivated offline. Through their active participation in local Harford County events, The Kelly Group established a strong community presence, and we saw an opportunity to maximize their digital visibility, boost organic traffic, and drive deeper audience engagement.

The Kelly Group turned to Agency 102 to build a content and SEO strategy that highlighted their community leadership and improved their organic search visibility. Together, we aimed to increase their digital presence, especially within Harford County, where they play a key role in the community.

Our Approach

Building Authentic Connections Through Content and SEO

• Creating High-Value Content to Showcase Community Leadership:
  We developed content that highlighted The Kelly Group’s active participation in local events and their professional achievements. Blog posts and social media updates showcase their leadership in Harford County, reinforcing the firm’s brand as authentic and community-oriented. This approach not only increased engagement but also strengthened their position as trusted neighbors and financial advisers.
• Promoting Their Vision for a 100-Year Firm Through Video Content:
  A major focus of our strategy has been to amplify The Kelly Group’s long-term vision of being a trusted financial partner for the next 100 years. We created a special video featuring founding partner Bryan Kelly. On camera, he discusses their goal of building a 100-year form and the core values guiding their journey. Paired with a dedicated blog post, this content resonates with current clients and attracts new prospects by showcasing the firm’s enduring vision and leadership.
• Optimizing SEO with a Focus on Local Keywords:
  To drive more traffic from organic search, we optimized their content using high-value keywords relevant to financial services and the Harford County area. This targeted strategy drives organic search traffic, allowing potential clients to discover their expertise and see their commitment to the local community.
• Enhancing Social Media Engagement to Distribute Content:
  We ramped up social media activity on LinkedIn and Facebook, particularly those highlighting The Kelly Group’s local involvement. Supported by SEO-optimized content and fresh video elements, these updates led to a notable rise in organic social traffic.

Results

Significant Growth in Organic Traffic and Engagement

34.85% Increase in Organic Search Traffic

We achieved a 34.85% year-over-year growth in organic search sessions, with engaged sessions rising by 33.52%​​. This success stems from our strategic use of high-value keywords and the creation of fresh, relevant content.

32.67% Increase in Total Website Sessions

 From September 2023 and September 2024, website traffic surged by 32.67%, with engaged sessions climbing 27.89%. Organic search and social media contributed significantly to this growth.

270 High-Value Keywords and Improved Search Rankings

Our focus on location-specific keywords resulted in The Kelly Group ranking for 270 high-value keywords tied to their financial services and community involvement.

LinkedIn Following More Than Doubled

We helped The Kelly Group more than double their LinkedIn followers, growing from 392 followers in late 2023 to 904 by October 2024. Even more impressive, their 9.8% average engagement rate on LinkedIn significantly outpaces the industry average of 2.5%, further demonstrating the effectiveness of our tailored content approach.

Stronger Facebook Presence and Increased Reach

Since we took over their social media management, Facebook reach has jumped by 34.7% with 51 new followers added (now totaling 570). This growth was 18.6% faster than during the previous period, emphasizing the impact of our consistent and community-driven content strategy.

Staying Ahead as a Trusted Financial Partner

The Kelly Group’s partnership with Agency 102 has successfully transformed its digital presence, allowing it to match its real-world leadership in Harford County. Through a tailored content and SEO strategy, we have helped them increase their visibility, engage more deeply with their audience, and maintain a strong connection to their community. As we continue to optimize their website and social media channels, The Kelly Group will remain the go-to financial partner for their clients, online and off.