A HubSpot marketing strategy leading to a 70% increase in goal conversions
The challenge
With over 70 years of experience within the engineering and manufacturing industry, MRT Castings leads the way in the production of high-quality aluminium and zinc die casting solutions.
Having been an Intergage client for over 10 years, MRT Castings has experienced a full range of marketing support - from strategy and branding, through to website development, SEO and Social Media.
Despite significant growth over the last few years, there was a need to refresh the overarching brand and ensure that all marketing communications deliver an effective and insightful user experience for all audiences.
60%
increase in organic search
£60,000
of influenced revenue through a single Google Ads campaign.
70%
increase in goal completions
The solution
Due to the ongoing success of the company there was far less emphasis on lead generation and conversion and more importance placed on positioning the company as a thought leader and high-quality service provider. In order to position MRT Castings in this way, we went back to basics. This included:
- auditing existing brand assets and messaging
- developing new collateral to promote the complete solution MRT Castings delivers
- assess and improve the user experience on the website to increase returning visitors
- generate high-quality content to demonstrate MRT Castings' knowledge and help prospects self-serve.
The journey
Strategy and planning
In order to ensure that all marketing communications were relevant and targeting the right customer, it was essential to develop MRT Castings’ buyer personas – a representation of their ideal customer which would be used to inform all future marketing content and campaigns.
From this, we were also able to develop an initial content plan to help appeal to the buyer personas' needs, challenges and buying triggers. This included the Complete Casting Guides which has since been downloaded almost 1,000 times with an on-page conversion rate of 41%!
Build the brand
Realigning the MRT Casting brand was essential to support all marketing moving forward. Collateral and image audits identified what needed to be updated and new iconography, sales materials and branded assets for all communication platforms were developed. We also focused on positioning MRT Castings as a reputable, trusted brand, focusing on the company's Queens Award and numerous other recognitions.
Develop the website
The website acts as the central marketing hub and main online reference for MRT Castings. We used the information collected from building buyer personas to develop personalised user journeys and messaging for key decision-makers. On top of this, content plans were formulated to ensure MRT Castings appear in search engines for relevant terms.