Strong marketing results for ETL Solutions

Background

ETL Solutions is a business-to-business software development company based in Bangor, North Wales.  Founded in 2002, the company specialises in data migration software and consultancy.

The challenge

The company has a fantastic base of blue chip clients, including Honda, JP Morgan, Rolls Royce, Nato and one of the world's biggest oil companies.  But it had never really had a marketing focus and its sales pipeline was in need of new leads.

The work

The first job was to create a strong brand for the company that reflected the needs of the market. An online market research project investigated potential targets and defined a target market.  This told us who the company's target market should be, their needs and what they're looking for.  A brand building workshop, using the knowledge of staff members, created a strong brand based on the concept of expertise.

This brand was then reflected in a new set of brochures and a website redesign.  And the company's library of white papers was updated and reissued to back the new expertise positioning.  Once this strong base was in place, it was time to ramp up the company's social media marketing, with an improved presence on Twitter, a brand new presence on Google+ and Slideshare, and the establishment of the Subsurface Data Management group on LinkedIn. 

The final piece in the jigsaw was lead generation. Using the concept of creating online content to generate leads, a regular programme of blog posts drove traffic to the website. Leads were then captured using content that required the reader's information, such as a very popular guide to data migration planning.  Finally, a programme of online software demos was put in place to capture leads from specific industries, such as Oil & Gas.  All this activity was supported by email newsletter campaigns to the leads captured by the content marketing programme.

 

The results

In addition to a beautiful brand based on the concept of expertise, the company has enjoyed: 

  • A 143% increase in website traffic.
  • Website-generated leads from the company's exact target contacts at Bentley, Chevron, Kuwait Oil, Shell, BP, Aston Martin and many more.
  • Rankings on Page 1 of Google for the company's four main target keywords.
  • An active social media audience of industry experts and leading companies.

 

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