This case study is from a client who came to one of our events two years ago. Based on the information they received at that event, they decided to engage us firstly to develop their website, and then to run an inbound marketing programme. This is a small company with (at first) no salespeople, and no marketing team - and run by a business owner in their mid-60's and looking to develop the business for a future generation.
The nature of the business is that just one new customer can create a lot of revenue - for example, a recent order from a website enquiry generated a £90,000 project. Once they have designed and installed a system for a client, they also offer ongoing maintenance and support, providing a regular revenue stream in the future.
At The Start
Before we began work, this website was getting around 250-300 visits per month, and creating the odd enquiry - maybe one a week.
The website was out of date and not mobile friendly, there was no real database or CRM system, and no measurement or tracking of marketing.
Our Solution
We began by spending a whole month on strategy & planning - as it is a technical business, we needed to understand the industry, the terminology, and the target audience really well. Based on this, we developed a content plan and began writing and producing a series of industry whitepapers aimed at their engineering target market.
We employed our 6-step marketing system to gradually increase website traffic through a variety of channels, and a conversion plan to generate leads and track all of the enquiries and results with HubSpot.
The Results
Website traffic quickly increased to more than double the base rate, and has been climbing steadily ever since, with some big breakthroughs coming more than a year in which saw the traffic climb to 6.5x the original level (March 2019), and now up to 24.8x the original level, and over 5,000 visits per month.
This has been driven primarily through huge growth in organic traffic:
When we first began work, the website was not found in Google, at all - they are now ranking on page one for over 100 tracked keywords!
We haven't just relied on organic traffic though - Google AdWords has become a really valuable source of good enquiries. Through constant testing and measuring, the cost per enquiry has been reduced now to just £13.
We have also seen a big overall growth in leads and enquiries, from 2-4 per month to 15-20 per month every month in 2018, to breaking through the 100-mark in October 2019:
The goal is to continue building a consistent, regular pipeline of enquiries and opportunities coming from the website, and have a marketing and sales system that can continue once the current owner retires - leaving the company on a stable and successful platform.
How Else Have We Helped?
As part of our service, we visit the client regularly. We have provided training for their team, including a newly appointed salesperson, who we have worked with to help provide leads and provide CRM training plus sales resources. We have rebranded all of the company's technical data sheets. We have also begun email marketing to a targeted, opt-in database which is growing all the time.
Find Out More About How JDR Can Help
Over the past 15 years we have developed a marketing system designed to help you get more leads, build and market to a database and ultimately, to get more sales. To find out how we can help become your digital marketing department go to https://www.jdrgroup.co.uk/digital-marketing-services.
To start the ball rolling, you can request a free audit of your current marketing: FREE MARKETING AUDIT.
