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Category: Case Studies

Case Study: Manufacturing Company

The US construction industry remains a highly competitive market, creating challenges for competing firms to differentiate themselves. Meanwhile, many of these companies don’t have the internal capacity to learn modern marketing well because of understaffing, lack of knowledge, and complex marketing jargon. On the bright side, over the past year, &Marketing has been able to support the acceleration of a rapidly growing construction firm through a combination of marketing strategy & execution by overcoming these challenges.

Challenge

&Marketing’s client partner is a manufacturer that supplies capital equipment to the US construction industry. The client had seen swift growth in the past two years based on the internal team’s industry experience and network, but was concerned about plateauing. The organization wanted to ensure they were standing out in a sea of competitors to continue this growth at a steady pace, so they turned to &Marketing for help with an outsourced solution.

Solution

&Marketing started work by developing a fundamental understanding of the complexities during the purchasing process in the construction industry.  The & team interviewed client team members to gather a greater understanding of ins and outs of the construction business and followed it with a structured market study of current and potential decision-makers (procurement, construction managers, company leadership). &Marketing mapped each decision maker, their selection and purchase criteria (beyond competitive price), and where each gathered information about new products, services, and vendors.  Based on this, &Marketing developed a playbook which linked their strategy to a set of execution tactics and aligned the internal leadership team to it.

The &Marketing team focused initial activation efforts on the firm’s website by updating the company’s basic information, adding a dedicated section to display completed projects, recent company events, and employee profiles.  This information provided the foundation for a content strategy (including a cohesive executional calendar) to keep the website content fresh. A social media plan (including scheduling software and a campaign to improve internal LinkedIn profiles) distributed this content to reach these key B2B decision makers.  Concurrently, &Marketing analyzed data on each post to determine the most effective content pieces.

Finally, &Marketing implemented a Google PPC (pay-per-click) campaign centered around the client’s core services. The campaign focused on generating website leads from individuals searching the web to find similar services.

Outcome

The client partner’s outsourced digital marketing execution team was able to quickly and affordably complete these marketing tasks, which generated an average of 5+ leads per month, all trackable through website activity. As a result, the client’s website traffic more than tripled, the website bounce rate was less than half, and search volume increased on all major search engines: Google, Yahoo, and Bing. For a firm that didn’t have an existing marketing department, &Marketing’s outsourced solution helped them build a solid case for continued effort and future investment.

Case Study: Services Franchise

When facing an emergency, more and more people use online searches to find services for help. The digital landscape is filled with information, and business owners must have a compelling online presence to compete in today’s technology-driven world and ‘break through’ the clutter.  Fortunately, &Marketing has experience in helping such a business as part of our ‘win-win’ model.

Challenge

&Marketing’s client partner is a professional services franchise specializing in damage repair for businesses and homes. The franchise operates under strict geographical restrictions, limiting the scope of all marketing work.  The owner of the local franchise, who had been in business since the 1980’s, struggled with limited technical knowledge, exclaiming, “All I know is that phone isn’t ringing as much as it used to!”

Solution

&Marketing reviewed the franchise’s online presence and began by revamping their social media reach on platforms such as Google My Business, LinkedIn, Facebook, and Yelp so that everything was updated and accurate.  &Marketing then took the time to understand the business and developed a content strategy (including case studies, tips, and employee profiles) to target several B2B and B2C customer groups. We organized these campaigns into a cohesive execution calendar based on the seasonal nature of the business so that potential website visitors could find the franchise quickly.

To improve data & analytics, &Marketing installed a phone call tracking software to attribute calls to their original sources (social media, website, etc), and developed a monthly tracking report to focus on key performance indicators. Concurrently,  &Marketing also ran zip code specific Google AdWords, Bing advertising, and social media campaigns to target particular services. In doing so, our team boosted the traffic to the client’s website and phone while having the ability to track and log the source of each call.

Outcome

The client partner experienced a 30%+ increase in year over year sales and improved their online image through site traffic, social media likes, and positive reviews. The data from the call tracking software also led to insights on how to better target the franchise’s customers.  Most importantly, we have built a trusted ‘win-win’ relationship with our client that encourages both sides to constantly look for ways to foster continued growth.

“The team from &Marketing has been fantastic to work with! I’ve been in business for 30+ years, and have noticed a complete change in how customers search for my business. Raj and his team took the time to understand my business, and are now executing a digital marketing program to improve my businesses’ visibility with my prospects. They’ve done a mix of blog posts, Google presence, paid advertising, and social media… its made a difference. My business is up at least 30% since I started working with &Marketing”

Mary P., Franchise Owner