Engineering inspection and testing
Increase business revenues from direct clients
Visit the website www.britishengineeringservices.com
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.
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.
"We have been really impressed with how Axon
- Phil Drakeley Marketing Manager