Background
Glenfield Electrical wanted to boost lead generation through the website with the aim of increasing the number of enquiries coming through to the business. We found that the website and marketing strategy needed improving in order to meet these objectives, so the task was set to work with Glenfield Electrical in the creation of a new website, supported by social media management, AdWords and a PR strategy.
Sector
Trade
Working Together For
3 years
Project Timeline
September 2017 - Present
Supported In
The goal for Glenfield Electrical was to build up a marketing machine that would generate leads and ultimately increase sales. Their existing website was restrictive; it wasn’t open source software and didn’t allow the added functionality that was necessary to meet the objectives.
The business was growing exponentially and needed a digital partner with the commercial knowledge and creative experience to harness and capitalise on that growth potential.
They wanted to take their high print advertising costs and consolidate that into a more effective and further reaching digital strategy.
Our discoveries
From our in-depth market research, we knew that Glenfield Electrical’s customers want an electrician they can trust with their homes or properties.
We split the target audience between private and commercial and analysed what each one was looking for. We explored the value of both audiences and how we could most effectively communicate to each. A no-nonsense approach was required for every customer touchpoint with Glenfield Electrical.
Print marketing did not provide an adequate return on investment, but the previous website was restricting digital marketing efforts, as it was neither user-friendly nor SEO optimised.
How we helped
We created a brand new marketing strategy which used a combination of online and offline marketing working hand in hand in a cohesive and consistent way, to maximum effect.
We designed a brand awareness campaign, generating leads via social media content and advertising, as well as developing the business’s offline activities, such as networking events, referrals, award nominations and print marketing.
The marketing efforts and business processes have been scaled and expanded geographically to facilitate a quicker rate of growth.
We also used our business consultancy experience to coach the client through the process of growing a business, as well as assisting with HR issues and staff training.
The results
Glenfield Electrical has grown exponentially in a way that is measured and sustainable. The business has been featured on BBC Radio Leicester due to its involvement in awards.
As an outsourced partner, we always treat our clients as we would our own businesses and this means offering objective and constructive advice where it’s needed. The client particularly appreciates and respects the way we make him look at the business critically, which helps spark ideas for improvement.
The future
Glenfield Electrical is one of our ongoing retainer clients and we continue to look for innovative ways to improve the advertising budget and deliver the best possible return on investment. The advertising budget has quadrupled since the business was first set up and we’re looking forward to working with the client in his quest for further growth.
We are currently developing a new website and exploring new marketing and growth opportunities.
At Glenfield Electrical, we’ve used Insight for several years now. We’ve utilised a number of their services inlcuding web design, hosting, social & media management.
- Joe Allen-Houlder, Glenfield Electrical, Jun 2021
