Sector: HVAC
Services: LST Radiators, Radiator Guards, Anti-Ligature Guards & Anti-Ligature Products.
“The approach that Insynth has taken with our marketing has been a breath of fresh air. They are highly analytical in their approach and blend traditional marketing principles with modern digital techniques to produce a highly effective strategy.” - Commercial Director Robin Mansell
The Situation
Contour's marketing strategy was unstable, which meant they:
- Experienced stagnant organic website traffic
- Heavily relied on paid advertising to generate website traffic
- Struggled to get in front of specifiers and decision-makers
With increased competition due to new market entrants, which negatively affected market prices and margins, Contour wanted to clearly position themselves as the technical and thought leaders in their sector to insulate themselves from this pressure.
Additionally, they found that their traditional sales centred approach was becoming less effective; finding it harder to get in front of specifiers and decision-makers to demonstrate the benefits of their
products over their rivals. Their website traffic was stagnant and had been for some time.
They needed advice on how to grow this and improve converting this traffic into leads, specifications and pricing enquiries.
They were relying upon PPC to support traffic at a great expense.
How We Helped
Insynth identified an opportunity to adopt content marketing and inbound marketing methodologies to create a demonstrable gap between Contour and the rest of the market, and position Contour as the thought leaders in the sector.
Detailed keyword research was conducted to identify additional phrases to craft into their website content.
A significant number of new keywords were identified that could increase traffic and attract a new segment of Contour’s potential market.
A content plan was then developed, strategically focusing on under-performing product ranges and market sectors, producing 2 blog posts per week in a highly targeted manner.
We supported the content marketing activity with technical and on-page SEO to ensure that key product and service pages were ranking well on Google.
The Contour website was also integrated with HubSpot to improve lead intelligence and provide the sales team with a clearer idea of engaged prospects, whilst using lead scoring to enable more targeted sales outreach.
Databox was set up to provide live reporting of sales and marketing performance; increasing motivation and competition within the sales team, whilst providing clarity to senior management of the performance of their sales and marketing efforts.
