Drainage Leicester is a drainage company located in Leicester who wanted to gain more local clients in the Leicester area. To do this, they ran a targeted lead campaign with Socialable. 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 Leicester
- To increase the number of enquiries.
- To raise the number of visitors to its website
- To have more followers on social media
We have previously developed and tested reliable lead generation methods for drainage companies in Leicester, making us the best option. 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 Leicester
Following a study of Drainage Leicester’s website, a number of changes were proposed for the improvement of its appeal and ease of access. Our web design team created a modern interface and made improvements to the sites mobile friendliness.
SEO Optimisation Plan for Drainage Company in Leicester
Here at Socialable, we know how important SEO is to local businesses gaining an online presence in their geographical area. We began work on optimising the business’ search engine visibility. Following is a summary of a number of the processes we used.
Keyword research – To identify the search terms that were used by the people that Drainage Leicester was targeting in Leicester, three strategies were employed.
Firstly, we talked with the company to understand the questions asked by the customers that have called in the past. The questions they ask when calling are usually similar to search terms online.
Also examined were the keywords that had already been bringing traffic to Drainage Leicester’s website. This gave us an understanding of the successful keywords, the semi-successful keywords, and the keywords which were non-functional.
Lastly, we identified a number of geo-targeted keywords which could be used to bring more traffic to the Drainage Leicester website in Leicester.
After analysing Drainage Leicester’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.
Inclusion of geo-keywords within website content – Leicester, which Drainage Leicester was targeting for leads, already had well-known companies dominating the market. Instead, out team incorporated keywords which directly related to Leicester and nearby areas. This meant that the website received high ranking in specific searches, even if the number of searches wasn’t huge. To fully optimise SEO and attract the most leads possible, we added a service page, updated metadata, and made use of internal links.
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. We incorporated link-building into our strategy by posting relevant articles to similar websites and using targeted keywords and backlinks. The Drainage Leicester Google Places page was improved with the addition of pictures of drainage company workers on site in Leicester and a paragraph that included the targeted keywords, their address, contact numbers and URL. We also created profiles on the major business listing pages in Leicester, and updated old ones with good keywords to ensure local search engine optimisation.
Drainage Leicester’s Digital-Marketing Plan for Leicester
To further spread word about Drainage Leicester, we used digital marketing strategies that are best suited for attracting local leads in the drainage niche. Below are a number of these processes.
Content marketing played a huge role in our Drainage Leicester digital marketing campaign. A plan for the regular production of content for Drainage Leicester’s blog and affiliate sites was developed by Socialable.
Social media marketing – Using our tried and tested social media engagement techniques, we were able to grow the Drainage Leicester follower base on Twitter and Facebook. The improved visibility had a positive impact.
Drainage Leicester struggled with the efficient use of their social media advertising budget. Socialable was able to use the social media marketing budget for a successful Facebook campaign after analysing the appropriate audience. The company’s website received more visitors following a campaign that was designed to run on both mobile and desktop channels.
Drainage Company Branding in Leicester
Improvements to Drainage Leicester’s branding were made using two major techniques. Firstly, we ensured uniformity across all platforms. This involved redesigning logo’s outfits, and the company website. We also assisted the company in selecting branded merchandise.
We were able to establish Drainage Leicester as a reputable drainage company, findable both online and offline in the Leicester area. In the final week of our campaign, a 140% rise in organic website traffic was visible. Online quote requests increased by 75% and phone calls during work hours increased by 43%. There was an increase in the social media following of around 400% across both Twitter and Facebook. Are you looking for similar results in Leicester for your drainage company? Get in touch with Socialable now in order to get started. Call 0800 061 4703 today.