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.