Pipe & Steel Industrial Fabrication Services is a growing industrial services company in the Gulf South that has been fabricating carbon and alloy piping systems for the power, chemical process, refining and oilfield industries since 1998. The company wanted to distinguish itself among competitors by building brand awareness and reputation with the goal of attracting and retaining clients and recruiting top workforce prospects.
A thorough social media strategy designed to achieve business goals began with a consistent monthly content calendar of both organic posts and paid placement to grow brand awareness, drive website traffic, increase sales, and retain clients and customers. We developed a targeted display ad strategy using data points that defined demographic, psychographic, and behavioral characteristics. The campaign employed data targeting; contextual category, keyword, site and IP targeting; retargeting; and video ads/connected TV.
Providing target audiences with high-quality blog content was key to building Pipe & Steel’s reputation as a subject matter expert during the research phase of the buying cycle. We determined a blog theme through target audience personas and utilized SEO and keyword research for content recommendations to develop a monthly blog post strategy, publishing and cross posting both client provided and custom curated content to the website and social media platforms.
A goal was to decrease the time spent executing digital marketing campaigns and increase the likelihood of campaign sales messaging converting Pipe & Steel target audiences. We did so using custom content, providing the brand with a uniform approach throughout online and offline messaging.
Studio E began with an SEO audit and annual SEO strategy and roadmap. We then deployed competition- and industry-based optimization, technical and on-page optimization and link acquisition and building to increase engagement, traffic and online conversions, as well as improve user experience—all designed to have a positive impact on the target audience’s buying cycle.
Over a nine-month period, traffic to Pipe & Steel's website grew 1,206%, with campaigns driving 18,016 visitors to the site. The company also earned nearly 700 leads from visitors completing contact forms and/or applying for vacant positions. Its followers on LinkedIn grew by nearly 1,000%, with engagement rising by 697%. Display ad campaigns attracted more than 5.4 million impressions, resulting in more than 6,600 engagements.