Drainage Sunderland, a drainage company in Sunderland was keen to build up their local clientele in Sunderland and nearby areas. A targeted lead generation drive was set up with the help of Sociable. While clear on its objectives, the company did not have the required skills and resources to conduct a well-organised lead generation drive within the set timeline.
Objectives of the Lead Generation campaign in Sunderland
- To increase the number of enquiries.
- To have more people use their website.
- To raise the number of followers on social media platforms
Socialable has an efficient and proven method of generating leads for drainage companies in Sunderland, which made us an obvious choice. Due to our experience as a lead generation company able to work within set time limits, we began, at once, to prepare a course of action that would yield the best results. We built our plan around a number of core lead generation principles, including SEO, Website Design, Digital Marketing, and Branding.
Designing a website for our drainage company in Sunderland
Following a study of Drainage Sunderland’s website, a number of changes were proposed for the improvement of its appeal and ease of access. A contemporary, mobile-friendly interface was created by our design team.
Approach to Drainage Company Drainage Sunderland’s SEO Optimisation in Sunderland
Socialable believes that local SEO plays an important role in helping businesses to reach their target geographic areas. Due to this, we aimed to improve the search engine friendliness of the business. Below are some of the steps we took.
Keyword research – Three things were done in order to understand what keywords potential customers in Sunderland used in their research.
Firstly, we talked with the company to understand the questions asked by the customers that have called in the past. Queries that are made over the phone are often similar to the terms that they use when making online searches.
Secondly, we looked to at the natural search keywords that were already bring traffic to the Drainage Sunderland site. This helped us to understand the keywords that were already driving traffic to the site, the keywords for which the company had some authority and the keywords it needed to improve on.
The third strategy that was employed involved the use of keyword research tools to find location targeted keywords that are aligned to Drainage Sunderland’s aim of stimulating new drainage related leads in Sunderland.
When we analysed the Drainage Sunderland website, we realised that a number of the pages could be found under different URL’s. Where possible, we reduced the number of pages by consolidating them, and we also redirected URL’s where we needed to. We removed or repaired all 403 Error pages.
Addition of geo-keywords to site content – Drainage Sunderland was targeting leads from Sunderland and nearby areas but the largest drainage companies already dominated search in this niche. The team therefore concentrated on keywords that identified Sunderland and its surrounds. This meant that the website received high ranking in specific searches, even if the number of searches wasn’t huge. Improvement of other on-site SEO factors – Some of the other changes made to improve the search-engine friendliness of the website and thus increase the possibility of attracting more leads are the addition of a services page, use of internal links and the update of metadata.
The entire Socialable team understands the importance of off-site SEO such as link building, presence in local search listings, and Google Places presence. Geo-targeted keywords in links’ anchor text that pointed back to the Drainage Sunderland page were included, where applicable, in articles that were published on affiliate sites. Photos of the drainage company staff at work in Sunderland were added to Drainage Sunderland’s Google Places page, along with a short description that had the proper keywords, their address, contact numbers and page URL. For local search engine listings we created a profile on all the major local business listings pages in Sunderland and updated old ones with the right keywords.
Strategy for digital marketing of Drainage Sunderland in Sunderland.
To further spread word about Drainage Sunderland, we used digital marketing strategies that are best suited for attracting local leads in the drainage niche. Several methods that were used are covered below.
A major part of the Drainage Sunderland digital marketing campaign was content marketing. Using a specially designed content generation strategy, we ensured a steady stream of articles and posts for the Drainage Sunderland blog and other sites.
Marketing on social media – Drainage Sunderland’s follower base on Twitter and Facebook grew with the help of our well tested social media engagement techniques. This increase in followers led to more impressions among the local community.
Social media advertising – Drainage Sunderland had previously been unable to effectively utilise its social media budget. Socialable was able to use the social media marketing budget for a successful Facebook campaign after analysing the appropriate audience. The campaign was run on both desktop and mobile channels, driving traffic to Drainage Sunderland website.
Sunderland branding for Drainage Company
We used two main methods to help Drainage Sunderland improve branding. The first involved the creation of consistency on all platforms. To do this, we redesigned the company’s website, logo, and staff outfits. Socialable also assisted the company in the choosing of branded merchandise.
We were able to establish Drainage Sunderland as a reputable drainage company, findable both online and offline in the Sunderland area. Organic website traffic had risen by 140% at the end of our lead generation campaign. Drainage Sunderland experienced an increase in 75% of online quote requests and of 43% for phone calls during work hours. There was an increase in the social media following of around 400% across both Twitter and Facebook. Would you like to achieve the same results as Drainage Sunderland in Sunderland? Call Sociable to begin consultations today. Contact us on the following number today – 0800 061 4703.