Coen Steel
Digital Marketing for a B2B Construction Company
Background
Coen Steel is a well-established Irish company with over 100 years of experience in the construction sector. The company has a reputation for providing high-quality steel products and services to construction and engineering customers across Ireland and the UK. However, the company faced the challenge of developing awareness among the engineering sectors for its new products and services. The company wanted to increase brand awareness, generate leads and create engagement with its target audience through an inbound marketing campaign.
Objectives
Coen Steel’s objectives were to create awareness of its new products and services, generate leads and increase engagement with its target audience. The company wanted to expand its reach to the engineering sectors and educate potential customers about the company’s experience and expertise in the industry.
Challenges
One of the main challenges for Coen Steel was to differentiate itself from other steel supply companies in the market. The company faced competition from both established and new players in the industry. We needed to develop an effective digital marketing strategy that would reach and engage with the target audience.
Strategy
Coen Steel’s strategy was to create a user-friendly website that would provide information about the company’s services, products and experience. The company created a blog to share news and stories about the construction and engineering industry and the projects they have been involved in. Coen Steel invested in search engine optimisation (SEO) to increase visibility in search engines and attract relevant traffic to the website. The company also engaged in email marketing campaigns to promote new products and services, and to keep the target audience informed about the company’s activities.
To increase engagement with its target audience, Coen Steel focused on creating high-quality content that would provide value to potential customers. The company shared case studies and guides that demonstrated its expertise in the steel industry. Coen Steel also invested in social media marketing to create brand awareness and generate leads. The company used LinkedIn to engage with potential customers, share content and promote its products and services.
Results
Coen Steel’s digital marketing campaign has been successful in achieving its objectives. The company has experienced an increase in website traffic, with a high percentage of visits coming from organic search. The company’s social media accounts have also gained a significant following, with high engagement rates. Coen Steel has generated a significant number of leads from its email marketing campaigns, and the company’s sales team has reported an increase in customer enquiries and sales.
The company’s inbound marketing campaign has also helped to position Coen Steel as a thought leader in the industry. The company’s blog and content marketing efforts have been well received by the target audience, and the company’s expertise in the industry has been recognised.
Coen Steel’s digital marketing efforts continue to be an integral part of the company’s sales and marketing strategy.
