Morecambe Metals are a family run, local scrap metal recycling and processing business based in Morecambe, Lancashire.
When we began working with them in October 2016, they had a strong objective to strengthen brand awareness in the local area; namely Morecambe, Lancaster, and Kendal. 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.
After recognising the importance of organic search to enhance visibility, drive traffic and encourage more enquiries, they decided to utilise our expertise to develop a 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. In 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 SEO on-site optimisation work to improve 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; enabling 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 have developed a modern, responsive and functional website which has been adapted to their business requirements and enhanced their brand identity. We improved site navigation by creating more prominent calls to action throughout the website, providing users with a seamless customer journey and ensuring that they are being 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; paramount in helping to increase Morecambe Metal’s brand authority online. Consistently creating well researched and fully optimised blog posts that include both useful and unique content has 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 have 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 a range of 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 brand exposure nationally.
To raise awareness on a more local scale we have 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 have 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.