Newcastle upon Tyne, was targeted by Newcastle Drainage, a drainage company, as an area to build more local clients. They decided to work with Socialable to 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.
Newcastle Drainage goals for the lead generation campaign in Newcastle upon Tyne
- To generate more queries
- 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 Newcastle upon Tyne area in the past, which meant we were the best 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 designed this project to include Branding, Digital-Marketing, Website Design and SEO.
Designing a website for our drainage company in Newcastle upon Tyne
We analysed https://drainagetyneandwear.uk, the website of Newcastle Drainage, and identified a number of changes which we would make to increase ease of use and functionality. Our team updated the websites interface and made the mobile version of the site more accessible and easier to use.
SEO Optimisation Plan for Drainage Company in Newcastle upon Tyne
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. Some of the processes we engaged in are covered below.
Keyword research – To understand what keywords the audience in Newcastle upon Tyne being targeted by Newcastle Drainage used in their research, we did three things.
The company was first asked about the lines of enquiry that had been made by customers who had called in the past. In general, there is a correlation between the questions customers ask and what they search for online.
Secondly, we looked to at the natural search keywords that were already bring traffic to the Newcastle Drainage site. 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.
Lastly, we identified a number of geo-targeted keywords which could be used to bring more traffic to the Newcastle Drainage website in Newcastle upon Tyne.
Site-architecture repair – A number of similar pages that appeared under different URLs were discovered upon examination of the organisation of the Newcastle Drainage website. We redirected URL’s where necessary and combined pages where possible. Pages that showed the 403 Error were either removed or repaired.
Inclusion of geo-keywords within website content – Newcastle upon Tyne, which Newcastle Drainage was targeting for leads, already had well-known companies dominating the market. The team therefore concentrated on keywords that identified Newcastle upon Tyne and its surrounds. This would improve rankings in relevant searches even where the search terms were not the broadest large-traffic ones. Upgrading of other on-site SEO factors – Changes that were affected to advance the visibility of the website on search engines and enhance its ability to attract more leads included the development of a services page, use of internal links and the revision of metadata.
Improvements in off-site SEO factors – Here at Socialable we understand the importance of off-site SEO factors such as link building, Google Places presence and local search listings presence. To build links, we added relevant articles to similar websites, while making sure we included geo-targeted keywords and a link back to https://drainagetyneandwear.uk. To the Newcastle Drainage Google Places page, we added a short description of the company, an address, contact number, URL, and some photos of staff at work in Newcastle upon Tyne. Local search engine listings were improved through the creation of a profile on all the main local business listing pages in Newcastle upon Tyne and the updating of old listings with the correct search terms.
Newcastle Drainage’s Digital-Marketing Plan for Newcastle upon Tyne
To further spread word about Newcastle Drainage, we used digital marketing strategies that are best suited for attracting local leads in the drainage niche. Some of the strategies we used are outlined below.
Content marketing – Content marketing was at the centre of Newcastle Drainage’s digital marketing strategy. Our internal team formulated a content generation scheme that assisted us in producing a constant flow of content for Newcastle Drainage’s blog and for use on websites where we could post as guests.
We were able to increase the number of followers of Newcastle Drainage on both Twitter and Facebook using our proven methods. The improved engagement on social media led to more impressions.
Social media advertising – The Company’s budget for advertising on social media had previously not been properly used. After determining the appropriate audience, Socialable decided to use the social media advertising budget to drive a Facebook campaign. Advertising was optimised for use on both mobile and desktop devices, which helped drive traffic towards the company’s website.
Newcastle upon Tyne drainage company branding
There were two ways which we helped Newcastle Drainage improve branding. The first involved the creation of consistency on all platforms. This meant change of brand colour to match website theme, re-design of logo and redesign of drainage company staff outfit. We also assisted the company in selecting branded merchandise.
Our lead generation methods elevated Newcastle Drainage’s online and offline visibility to clients looking for dependable Newcastle upon Tyne-based drainage companies. Organic website traffic had risen by 140% at the end of our lead generation campaign. A 75% increase in requests for online quotes was noted and phone calls rose by 43%. Both Facebook and Twitter experienced a social media following increase of about 400%. Do you want such lead generation results for your drainage company in Newcastle upon Tyne? Contact Socialable and we will be glad to begin the consultation process with you right away. Call 0800 061 4703 today.
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