Kent, was targeted by Drainage Kent, a drainage company, as an area to build more local clients. Sociable was enlisted to help run a targeted lead generation campaign. 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.
Drainage Company Lead Generation Objectives Kent
- To increase the number of enquiries.
- To gain more website traffic.
- To increase their social media presence.
The Socialable team is experienced in lead generation for drainage companies, and has previously run successful campaigns in the Kent area in the past, which meant we were the best choice. As a highly experienced lead generation company that is comfortable with working on a tight deadline, we immediately mapped out a course of action to yield the desired 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 Kent
Following a study of Drainage Kent’s website, a number of changes were proposed for the improvement of its appeal and ease of access. The website was redesigned with a fresh look by our team and was optimised for use on mobile devices.
SEO Optimisation Plan for Drainage Company in Kent
Our understanding of local SEO and its importance in allowing businesses to develop an online presence in their area was pivotal in our work. Due to this, we aimed to improve the search engine friendliness of the business. Several of the methods that were used are given below –
Keyword research – Three things were done in order to understand what keywords potential customers in Kent used in their research.
To begin, we tried to understand the questions asked by previous customers by talking with the company. Queries that are made over the phone are often similar to the terms that they use when making online searches.
We then analysed the keywords which were already generating traffic for https://drainage-kent.uk. This gave us an understanding of the successful keywords, the semi-successful keywords, and the keywords which were non-functional.
The third strategy that was employed involved the use of keyword research tools to find location targeted keywords that are aligned to Drainage Kent’s aim of stimulating new drainage related leads in Kent.
After analysing Drainage Kent’s website, we realised that numerous copies of some pages were available under different URL’s. We redirected URL’s where necessary and combined pages where possible. 403 Error pages were also removed or repaired.
Drainage Kent’s target leads were already been dominated by larger companies in the Kent area. For this reason, our team made use of keywords which were specific to Kent and surrounds. This would give strong rankings in relevant searches even if the keywords weren’t the broadest large-traffic ones. Enhancing other on-site SEO elements – In order to achieve better search engine optimisation of the site, which would raise its ability to attract more leads, a service page was added and internal links used, along with the updating of metadata.
Off-site SEO factors improvements – Socialable recognises the importance of off-site SEO factors that include link building, a presence on Google Places and a presence on local search listings. For link building, we contributed relevant articles to related websites with a link back to the drainage Drainage Kent page using geo-targeted keywords in the links anchor text where possible. Photos of the drainage company staff at work in Kent were added to Drainage Kent’s Google Places page, along with a short description that had the proper keywords, their address, contact numbers and page URL. Local search engine listings were improved through the creation of a profile on all the main local business listing pages in Kent and the updating of old listings with the correct search terms.
Drainage Kent Digital-Marketing strategy in Kent
We employed digital marketing strategies that are aimed at attracting local leads to further improve Drainage Kent’s visibility. Some of the strategies we used are outlined below.
Content marketing – Content marketing was integral to the digital marketing campaign for Drainage Kent. Our internal team formulated a content generation scheme that assisted us in producing a constant flow of content for Drainage Kent’s blog and for use on websites where we could post as guests.
Marketing on social media – Drainage Kent’s follower base on Twitter and Facebook grew with the help of our well tested social media engagement techniques. The improved engagement on social media led to more impressions.
Social media advertising – Drainage Kent had previously been unable to effectively utilise its social media budget. The money was used to advertise on Facebook on the back of a strong look at the dynamics of the target audience and their preferences. The campaign was run on both desktop and mobile channels, driving traffic to Drainage Kent website.
Drainage Company Branding in Kent
Two strategies were employed to assist Drainage Kent with improvements to its brand. To begin, we made sure all platforms were equal. The brand colour was, in this regard, changed to make it similar to the website theme, and the logo and staff uniform were redesigned. Socialable also assisted the company in the choosing of branded merchandise.
Our lead generation methods elevated Drainage Kent’s online and offline visibility to clients looking for dependable Kent-based drainage companies. By the last week of our lead generation company, the company had seen a 140% rise in organic website traffic. Requests for estimates online rose by 75%, while the number of phone calls during work hours rose by 43%. Leg traffic to Drainage Kent’s office also increased by 35% and customer interest rose. The number of Facebook and Twitter followers also increased by 400%. Are you looking for similar results in Kent for your drainage company? We are able to begin the consultation process as soon as you contact us. Call us now on 0800 061 4703.