Axess2 are a family-owned lift company specialised in an extensive range of platform, access, home, passenger and goods lifts. To complement and enhance their product range, they also offer a bespoke lift interior design service which allows customers to customise lifts that are truly unique to their own tastes and requirements.
We were approached by Axess2 in 2013, as they were looking for a partner to help them develop and implement an organic digital marketing strategy that would enhance their online visibility, drive traffic and encourage more enquiries.
Our strategy for Axess2 was to follow a long-term organic approach. Priding themselves on providing high-quality products and fantastic customer care, it was essential that our digital marketing campaign encompassed and upheld these same values. The first step was therefore to design and develop a functional, responsive website with the aim of improving user experience, enhancing brand identity, as well as ensuring that it was SEO friendly.
To launch a powerful website, we carried out in-depth keyword research in order to create an extensive keyword list. This was based on both relevancy and keyword search volumes, which in return allowed us to drive a targeted audience and significantly improve keyword positions in organic search rankings.
Alongside the keyword research, we also performed an in-depth competitor analysis to benchmark Axess2 against other businesses in the industry. This has allowed us to recognise their competitors and ensure we are staying ahead.
To enhance and support this organic approach, our content strategy aimed to target three specific audiences: homeowners, architects and interior designers. In order to provide all three audiences with informative, high-quality and useful content, we created a content hub that focused on more inspirational, interior design-based blogs and articles. This has allowed us to present a consistent brand message across all customer touchpoints and, as a result, establish Axess2 as a reliable and trustworthy expert in their industry.
To amplify the reach of this content, we also created a carefully targeted Digital PR campaign, successfully publishing articles in magazines such as the Chartered Association of Building Engineers and on websites such as Infrastructure Intelligence and Construction Global.
Following a huge project in which Axess2 designed and installed a lift within Durham Cathedral, a UNESCO World Heritage Site, we also had an article published on the Durham Cathedral website highlighting their incredible work.
Today, Axess2 continues to be reputable in the three target areas of home owners, interior designers and architects, offering affordable high-end solutions to all customers.