Derby Drainage is a drainage company located in Derby who wanted to gain more local clients in the Derby area. 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 Derby
- To raise the number of requests for information
- To raise the number of visitors to its website
- To have more followers on social media.
The Socialable team is experienced in lead generation for drainage companies, and has previously run successful campaigns in the Derby 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.
Website Plan for Drainage Company in Derby
Following a study of Derby Drainage’s website, a number of changes were proposed for the improvement of its appeal and ease of access. Our highly qualified web design team then worked on the website interface and improved the function of the mobile version of the site.
SEO Optimisation Plan for Drainage Company in Derby
Here at Socialable, we know how important SEO is to local businesses gaining an online presence in their geographical area. Due to this, we aimed to improve the search engine friendliness of the business. Below are some of the steps we took.
Keyword research – To identify the search terms that were used by the people that Derby Drainage was targeting in Derby, three strategies were employed.
The company was first asked about the lines of enquiry that had been made by customers who had called in the past. The questions they ask when calling are usually similar to search terms online.
The keywords that were already bringing internet users to Derby Drainage’s website were also analysed. In this way, an understanding was gained of the keywords that were already drawing users to the site, those for which the company had some authority and those on which improvements could be made.
Thirdly, we used keyword research tools at our disposal to find geo-targeted keywords that are in line with Derby Drainage’s goal of generating new drainage related leads in Derby.
Repair of site-architecture – On analysis of the organisation of the Derby Drainage website, we found that several copies of some pages appeared under different URLs. Where possible, we reduced the number of pages by consolidating them, and we also redirected URL’s where we needed to. Pages that showed the 403 Error were either removed or repaired.
Inclusion of geo-keywords within website content – Derby, which Derby Drainage was targeting for leads, already had well-known companies dominating the market. The team therefore concentrated on keywords that identified Derby and its surrounds. This would give strong rankings in relevant searches even if the keywords weren’t the broadest large-traffic ones. 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. To build links, we added relevant articles to similar websites, while making sure we included geo-targeted keywords and a link back to https://derbydrainage.uk. Photos of the drainage company staff at work in Derby were added to Derby Drainage’s Google Places page, along with a short description that had the proper keywords, their address, contact numbers and page URL. We also created profiles on the major business listing pages in Derby, and updated old ones with good keywords to ensure local search engine optimisation.
Strategy for digital marketing of Derby Drainage in Derby.
To further spread word about Derby Drainage, 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.
Content marketing – Derby Drainage’s digital marketing campaign relied on content marketing. Using a specially designed content generation strategy, we ensured a steady stream of articles and posts for the Derby Drainage blog and other sites.
Marketing on social media – Derby Drainage’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.
Derby Drainage struggled with the efficient use of their social media advertising budget. With the help of Sociable, the money was used on a Facebook campaign, following an analysis of both the channel and target audience demographics. The campaign was run on both desktop and mobile channels, driving traffic to Derby Drainage website.
Derby branding for Drainage Company
Two strategies were employed to assist Derby Drainage with improvements to its brand. 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.
Using our lead generation strategy, we were able to establish the Derby Drainage presence both online and offline among clients looking for drainage solutions in Derby. An increase of 140% in organic website traffic had been realised by the last week of our lead generation campaign. An increase of 75% for online quotes and 43% for phone calls during work hours was also recorded. Leg traffic to Derby Drainage’s office also increased by 35% and customer interest rose. The number of Facebook and Twitter followers also increased by 400%. Do you want similar results for your company in Derby? Get in touch with Socialable now to talk to our professional team and begin the consultation process. Call 0800 061 4703 today.
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