This client is a UK-based manufacturer & supplier of materials handling equipment, selling to the retail, construction, medical, aerospace, and engineering sectors.
Before working with us, they relied heavily on repeat business with a handful of large accounts, but had no marketing strategy and no way of getting new customers. They had very little website traffic and no way of generating new leads online.
Their goal was simple: modernise their approach, increase online sales, and reduce their dependence on a few big clients.
We developed a tailored inbound marketing strategy designed to open up new markets, increase visibility, and turn their website into a consistent lead generation tool. This included website optimisation, SEO, content creation, HubSpot CRM setup, and email marketing. We have also built a new B2B e-commerce website on Shopify for them, allowing customers to buy smaller quantities directly from the website. The new approach has seen great results, including:
- 3x increase in traffic from SEO.
- Website now on page 1 of Google for 100+ keyword searches.
- Consistent and growing lead generation as well as online orders.
Here's how we've done it:
A Tailored Digital Marketing Programme - ON A BUDGET:
Following competitor analysis, keyword research and business analysis, we designed a tailored marketing programme. This programme needed to be kept within limited budget constraints, yet we've still been able to include:
- Marketing Strategy - Developing a plan to attract their ideal customers, including customer profiling, keyword and competitor research to develop a content and conversion strategy.
- SEO (Search Engine Optimisation) - Ongoing SEO to achieve high natural rankings in Google.
- Content Marketing - Regular blog articles written, published and promoted across social media.
- Email Marketing - Sending news, case studies and blog posts to their email database to stay in touch with past enquiries and customers.
- Social Media - Regular social media posts across the branded company social media accounts.
- Lead Generation - We applied several Conversion Rate Optimisation strategies to the website and also created PDF guides to use as part of online lead generation.
- HubSpot CRM - (Customer Relationship Management) - Implementation.
- Access to JDR's Exclusive Video Training Hub - With training videos on sales, social media, video and much more.
The Results:
We've been working with this client since 2021, and have now (at the time of writing) published 64 keyword-optimised blog articles, revamped their entire website (including consolidating from two websites into one), built high keyword rankings in Google and built a marketing database for email marketing and lead nurture.
Here are some of the key marketing achievements:
111 Keywords On Page One (And Growing!)
Like any e-commerce, product-based website, technical SEO is really important, and through ongoing SEO work as well as content marketing, we've helped this client get onto page one of Google for 111 relevant keyword searches, including for all of their major product lines.
This has led to a 3x growth in 'organic' traffic (website visits from Google searches):
Website Traffic Has Quadrupled (4x Growth)
Excluding a brief test with Google Ads, traffic to the website has been building steadily and is now 4x higher than when we first started working together. Following significant work to revamp and redevelop the website, we are now looking to work together to scale this up even faster. Here's the chart showing the quarter-by-quarter growth in website traffic:
Enquiries, Online Orders & Inbound Leads Growing
The higher visibility has led to a corresponding growth in online orders as well as enquiries from new trade customers. There have also been a number of leads downloading the company brochure and PDF guides, building the opt-in marketing database. Here's the chart showing the growth of new contacts coming via the website:
Selling The Business - A Successful Exit & Smooth Takeover
With JDR acting as their outsourced marketing department, the original owners were able to successfully exit the business. Following a buy-out by a larger company, we’ve ensured continuity in the marketing strategy and are now working closely with the in-house team under the new ownership to continue driving growth.
By modernising their marketing and embracing a strategic, multi-channel approach, this client has successfully transformed their website into a consistent source of leads and online sales. With stronger visibility in Google, a growing email database, and a clear digital strategy in place, they’ve reduced reliance on large accounts and opened up new markets. What began as a limited-budget marketing programme has evolved into a scalable growth engine that continues to deliver measurable results year after year.
See How We Can Help Your Business: Get A FREE Review Of Your Marketing
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.
