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British Engineering Services

Engineering inspection and testing services company creates a 1000% increase in website leads in just 12 months with our inbound marketing strategy

Turnover
£50m+

Sector
Engineering inspection and testing

Goal
Increase business revenues from direct clients

Results

220%
increase in website visitors generated in
12 months
1000%
increase in
website leads
in 12 months
700%
increase in deals attributable to the website in 12 months

Challenges

  • As a newly independent company British Engineering Services was not as well known as some competitors amongst potential end-user buyers.
  • As well as traditional competition from insurance-based providers there are also a plethora of specialist competitors offering industry and service-specific services.
  • British Engineering Services needed to compete across many sectors and markets. The marketing team had to build a brand with supporting suite of marketing and sales materials including the website in a very short space of time. The website had consequently been designed primarily to support the sales teams rather than to generate leads.
  • As a new company there was no established online lead-generation system in place.
British Engineering Services

Services provided

Inbound Marketing Collateral for British Engineering Services
  • Growth-driven website design and development
  • Campaign planning and strategy
  • SEO and PPC
  • Social media
  • Blogging
  • Premium content writing
  • Landing pages
  • Email marketing automation
  • Inbound and HubSpot marketing training
  • Inbound and HubSpot sales training

Visit the website www.britishengineeringservices.com

Download our guide to inbound marketing

Our solution

Content strategy

We decided to modify and make use of existing materials to kick-start the inbound marketing campaigns so that we could create a leads pipeline as quickly as possible. The company’s Engineering Inspection Guide had been published previously but not used to increase awareness and generate opportunities.

We re-packaged it as an ebook and used LinkedIn and other online channels to drive traffic to specially designed and written landing pages. Forms on the landing pages gated the Guide to capture the contact information of potential opportunities. Meanwhile, we developed a longer-term content marketing strategy using a variety of approaches including blogs, videos, slide decks, downloadable ebooks and guides, online calculators and tools.

The audience for this content was created through an integrated SEO and social media strategy. Leads were nurtured to become sales-ready opportunities using HubSpot’s sophisticated marketing automation and lead-scoring tools.

July 2016 to July-2017 visits

2017 figures compared to 2016 figures

Growth Driven Design Website

Growth-driven website

We adopted a ‘growth-driven’ design approach to the British Engineering Services website. We created a launch site built around core services with a blog and resources section to house downloadable content offers. This approach allowed us to begin online lead-generation very quickly with the first leads coming in within weeks. By measuring and analysing impressions and calls to action using HubSpot, Google Analytics and heat maps we were able to identify new additional content that would create the most leads and deliver the highest ROI.

Outcome

View from the customer

"We have been really impressed with how Axon have immersed themselves in understanding our very complex business and our customers. Our internal experts have complete confidence in the content that is produced and the results speak for themselves because we have a pipeline of close to £4.5m. Iva's knowledge and energy is driving us forward at a pace.".   

- Phil Drakeley Marketing Manager                         

Phil Drakeley

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