Turning Strategy and Consistency into Real Commercial Enquiries
The Challenge
Gentlemen & Players is a specialist cricket and sports clothing brand with a genuine product and a compelling story. But their digital presence wasn’t doing that story justice. Posting was inconsistent, the content lacked strategic direction, and — most critically — social media activity was generating almost no actual business enquiries.
The website existed, accounts were active, but nothing was connecting. There was no clear brand voice online, no plan for how content should work across platforms, and no way to measure whether any of it was contributing to the bottom line. G&P needed a partner who could build a system, not just produce posts.
The Approach
ETDC implemented a full content strategy across Instagram, Facebook, and LinkedIn, treating each platform differently based on its audience and role. Instagram was developed as the primary visual showcase — products, partnerships, and club stories — supported by a major increase in Stories activity to maintain daily visibility. Facebook was used for broader community reach. LinkedIn was built up deliberately as a B2B channel to reach club officials, sports administrators, and corporate buyers.
Post volume was nearly doubled. A clear content calendar ensured that product launches, new partnerships, season content, and customer stories were planned and published at the right moments. The focus throughout was on converting content attention into website visits and genuine commercial interest — not just impressions for their own sake.
The Results: Last 12 Months
Google Search Console data, comparing the last 3 months against the same period last year:
- Average ranking position improved, moving G&P from page two of Google onto the front page for their core terms
- Click-through rate up 46%
- Clicks up nearly 7% year-on-year
- Multiple target keywords now ranking on page one of Google
This wasn’t about chasing volume; it was about earning the right positions for the terms that actually convert, and it shows: better rankings drove a materially better click-through rate, meaning more of the right people are finding G&P first.
Social: reach up over 200%
Across Facebook, Instagram and LinkedIn combined, over the past 12 months:
- Total impressions up 204% year-on-year
- Instagram impressions up 226%
- Facebook impressions up 166%
- LinkedIn impressions up 154%, with followers up over 25%
- Content output up 70%, without sacrificing quality — engagement kept pace with the increased volume
- Our top-performing post alone reached over 14,000 impressions, spotlighting G&P’s England Over 40s partnership
“Teddie has been a brilliant addition to the G&P team. Over the past year he’s managed our social media, produced video content and written our LinkedIn — and the growth in brand awareness, viewership and engagement has been clear to see. He also led the build of our new website, which we’re really pleased with. Reliable, creative and easy to work with — I’d recommend ETDC to anyone looking to grow their brand online.” – Chris Sketchley, Director.