This is the case study of a specialist B2B pump supplier providing technical solutions to a number of markets.
The company had ambitious growth plans. They had identified that their website was more than five years old, and was going to be a key part of how they were going to achieve their goals.
They went looking for a good marketing agency to work with, and after an extensive research process, decided on JDR Group.
Read on to discover how they updated their website as part of an ongoing marketing programme, growing their website traffic and enquiries significantly.
When we first met this client, the company was 7 years in, and had outgrown their website which was fast becoming dated. The directors felt that the main challenges with their online presence were:
They identified a number of goals for their website and online marketing:
They researched and met a number of marketing agencies, and after several discussions chose JDR.
During the course of our discussions, we put together a tailored marketing programme for them. Our role was to implement an inbound marketing programme which would deliver a new website and ensure consistent marketing activity.
The programme included:
Here's how the programme has benefitted the business:
The first step of the programme was to rebuild and relaunch the website. As a product-based website (but not E-commerce), the priority was making it easy for their users to find the right products. We used an intuitive site search, categorised products according to application, brand and by product type and added easy product filtering to make this possible.
There was a brand new design using video to create a more inspiring and credible first impression. The site was built on the cloud-based platform Shopify - which makes it easy to update the site.
The new image is now much more of a reflection on the size and expertise of the company.
Since going live in late 2020, website traffic has grown from around 2,000 sessions per month to over 6,000 a month. The growth has come primarily from Organic traffic. This is a direct result of the content marketing and search engine optimisation helping the site get found for more and more Google searches.
With a well-structured and high-performing website, regular blog articles and gradually improving SEO the site is now ranking in Google for 2,182 different search terms in the UK.
With new blog articles being published every month, the views have continued to climb - more than doubling since the starting point. Again, this growth has come from Google as the articles are appearing in more and more keyword searches.
A lot of work has been done to the website since it went live. We believe strongly that a website is never finished, that it should be continually improved. We've continued to work at improving conversions with this client. When the site first went live, they had a lead in every 200 visitors to their site - and with this ongoing work, this has improved to nearly 1 in 100 now.
With traffic growing, the number of leads enquiries has naturally grown with it, and are now more than double what they were. And the enquiries are generating business! The total potential value of all enquiries (to date) is significant, sales are converting and the list of leads includes some of the largest potential buyers in the industry.
Not all leads convert immediately, and in this industry there can be long buying cycles. So we've worked together to create a regular programme of email marketing. These include case studies, industry news, blogs and product promotions. They are sent to existing customers (as a way of staying in touch and staying 'top of mind'), as well as past enquiries and current opportunities.
We've now automated much of this - we have built automated lead nurture workflows which trigger automatically whenever new leads or enquiries come in. These send timed emails to new prospects designed to educate them and encourage them to become customers. The emails are sector-specific and tailored based on how much interest each lead is showing - providing a level of personalisation that isn't possible with traditional email marketing.
With any marketing investment you make in business, measurement is key. At the start of the programme, we introduced HubSpot as a way of keeping track of the website performance (it integrates seamlessly with Shopify), and to enable us to log and track every single inbound lead and enquiry.
At first, HubSpot was used purely by the marketing team but the sales team have now discovered how easy it is to use. HubSpot has now become the company CRM system.
With guided onboarding, extensive training for the team and all the set-up done for them, HubSpot is now being used for:
The next step is to use HubSpot's automation to make things even more efficient, and to reduce the admin for the sales team to allow them to spend more time selling.
JDR have also now completed a complex integration between HubSpot and their ERP system, which uses HubSpot's 'Custom Objects' feature and complex data to fully connect the two platforms and give them a fully customised CRM.
This means that HubSpot is now a reporting platform for the entire business, giving the management team a single joined up view on everything that affects revenue.
Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.
To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.