CLIENT
Morecambe Metals
SERVICES
  • Digital Marketing Strategy
  • Online Brand Awareness
  • Responsive Website Design
  • User Experience
  • Content Marketing
  • Search Engine Optimisation

Morecambe Metals

Morecambe Metals are a family-run company with over 35 years’ experience in the scrap metal industry. From their main premises in Morecambe, they process a plethora of ferrous and non-ferrous scrap metal, including consumer goods, end of life vehicles, demolition scrap and waste electrical and electronic equipment.

Insight

The power of marketing locally was of crucial importance to gaining the right customers for Morecambe Metals. The focus of the campaign was centred around brand awareness within the local area. They were looking for a solution to increase leads through their website and build trust by engaging online with both corporate clients and small businesses.


Solution

Our strategy focused on developing a comprehensive digital marketing campaign that would improve online presence, increase organic visits to their site, and strengthen their brand identity. By doing this, we would help Morecambe Metals to retain their existing customers, while boosting their brand awareness to acquire new ones.

Following a full digital marketing audit, we began to undertake extensive technical on-site optimisation to improve SEO of all pages across their website. This included identifying the website’s key landing pages to ensure that they were fully optimised to aid conversions and reduce bounce rates.

In-depth keyword research resulted in developing an extensive keyword list, based on relevancy and high search volumes; this enabled us to drive a targeted audience and significantly improve their keyword positions in organic search rankings.

The next stage was to begin re-designing and developing their current website with a goal to improve overall user experience and ensure that the site was SEO-friendly. As a result of in-depth research and assessment, we developed a modern, responsive and functional website which was able to meet their business requirements and enhance their brand identity. We improved site navigation by creating more prominent calls to action throughout the website. This provided users with a seamless customer journey, ensuring that they would be guided to the most relevant landing pages to encourage leads and conversions.

The SEO strategy we put in place was supported by a comprehensive content marketing strategy, which was paramount in helping to increase Morecambe Metal’s brand authority online. By consistently creating well-researched and fully optimised blog posts, we have established Morecambe Metals as a reliable and trustworthy expert in the industry, whilst also helping to improve their keyword positions in organic search rankings.

To reach a wider audience and increase brand awareness, we developed an engaging, content-driven outreach campaign by creating a valuable asset; in this case, a well-researched infographic supported with creative content based on the extremely popular TV show Game of Thrones. To gain high-quality links back to their website and boost SEO rankings, this asset was then outreached to a wide range of publications to secure placements on relevant websites, including high-authority newspapers. As a result of the campaign, Morecambe Metals’ Game of Tonnes infographic was successfully featured by The Express newspaper, securing a link from a high-authority website and generating national brand exposure.

To raise awareness on a more local scale we implemented local digital PR campaigns, successfully gaining coverage in local publications such as the Lancaster Guardian, Entirely Northwest, and Business Lancashire.

From a social media perspective, we utilised LinkedIn as a professional platform to generate leads and traffic by creating thought leadership pieces of content, placing Morecambe Metals in front of the right connections.

The Results

A fully comprehensive digital marketing campaign has been pivotal in creating brand awareness for Morecambe Metals in the Morecambe, Lancaster, and Kendal area.

  • 144% increase in new users year on year
  • 175% increase of organic traffic year on year
  • 109% increase in mobile search traffic
  • 28% increase in page views