Campaign Components
Brand Identity & Strategy | Email Marketing & Automation | Content Marketing & SEO | Marketing Technology | Analytics & Reporting | CRM
A contract manufacturer of process tanks, pressure vessels and piping for manufacturing plants asked The Deciding Factor (TDF) for help expanding their online brand presence. They also wanted to explore new strategies for sales beyond request for quotation (RFQ) responses.
Business Goals and Challenges
The fabricator and process solutions company needed to expand their potential customer base, generate greater awareness of their capabilities and expertise, establish a thought leadership position in the industry, streamline the RFQ response process and improve their website SEO.
With only had a single team member responsible for marketing, the company had:
- Confusing brand hierarchy
- Small digital footprint
- Outdated website
- No search engine visibility
- Every RFQ was centered around cost with no differentiations
Marketing Strategy
The TDF team collaborated with the manufacturer to support the sales force with informative and comprehensive materials that could be used with, including:
- Whitepapers
- Technical Articles
- Press Releases
- Blogs
- Sales Sheets
- Project Case Studies
- Unique and specific RFQ documents, as needed
The company also bolstered their digital presence with:
- Refined and clarified brand hierarchy and branded visual elements
- New modernized website, including pictures and case studies
- Search & Social Advertising to make them findable in online searches
- Frequent and consistent social media posting for a robust presence with their ideal customers and prospects
Campaign Results
TDF worked diligently to elevate the manufacturer’s profile and industry-leading position.
- Wealth of new content materials being used flexibly in introduction emails, follow-ups to calls and included in RFQ packages
- Double-digit growth in website traffic
- Tracking of inbound leads and conversion rates by channel
- Managed brand transition for multiple company acquisitions to incorporate into the refined brand hierarchy
Conclusion
The contract manufacturer successfully highlighted their high-engineering services and capabilities. We successfully expanded their online presence and refreshed their messaging, growing revenue and leads in the process.
Contact Us
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