Case Study:
GroundTech
Client / Company:
GroundTech
Service:
Outsourced Marketing Department
Industry:
Landscaping
Location:
West Sussex, UK
Full-service Digital Marketing for a Pioneering Uk Grounds Maintenance Company
GroundTech approached us with the need to establish a robust marketing function, recognising the importance of penetrating the market and solidifying an impact within their target audience. Boasting an impressive catalogue of products and services for quality grounds maintenance, they needed a digital marketing strategy to match their professionalism and quality of service.
What we did:
Social Media Management
Animation
Bespoke Opportunity
Generation Campaign
Search Engine
Optimisation
Before working with us, GroundTech faced two primary challenges:
-
Lack of brand recognition:
The key with GroundTech was to take a startup business and establish them in the industry. Their primary obstacle stemmed from the lack of brand recognition. -
Lack of product awareness:
Being a newcomer in the field, GroundTech had a pressing need to spread awareness of their innovative technological advancements. They required a proactive approach to engage in both warm and cold outreach efforts.
To address these challenges, we implemented a comprehensive digital marketing strategy focused on increasing their dominance in the grounds maintenance industry.
To address these challenges, we implemented a comprehensive digital marketing strategy focused on increasing their dominance in the grounds maintenance industry.
-
Animation production:
We initiated the creation of an animation spotlighting the primary advantages of GroundTech's flagship product, the robotic mower. The aim was to generate a valuable sales asset applicable across all outreach channels. -
Social media management:
We established social media platforms from the ground up, aiming to inform groundskeepers about the benefits of GroundTech's products. Our strategy revolved around three core content pillars: promotional, educational, and informative. -
Bespoke opportunity generation:
Our emphasis was on reaching out to key decision-makers in the landscaping sector. We engage with targeted individuals in the sports, hospitality, and leisure industries on a monthly basis, ensuring regular communication and relationship building
-
Personal online presence:
To extend brand visibility, we introduced our Human Positioning service. Through content sharing and targeted connection building, we cultivated the online presence of one of the GroundTech employees. This account has surged from 0 to over 1,200 followers as of March 2024. -
Paid advertising:
Our strategy centred on crafting relevant advertising campaigns tailored to both B2B and B2C audiences. Specifically, we aimed to drive form fills for the large commercial robotic mowers, initiating conversations with prospects. -
Search engine optimisation:
Our SEO initiative encompassed a comprehensive technical SEO audit alongside necessary fixes. We deployed a combination of on-page and off-page SEO strategies to boost organic traffic. This synergised with the PPC campaign.
Results
within 1 quarter:
1,400
New website
users
within 1 quarter:
72%
Rise in
paid traffic
within 1 quarter:
60%
Increase in
organic search
within 1 quarter:
877% 
LinkedIn
followers
within 1 quarter:
758%
LinkedIn
clicks
within 1 quarter:
820%
Instagram
impressions
first six months:
1120%
Facebook
engagement
within 1 quarter:
1,400
New website
users
within 1 quarter:
72%
Rise in
paid traffic
within 1 quarter:
60%
Increase in
organic search
within 1 quarter:
877%
LinkedIn
followers
within 1 quarter:
758%
LinkedIn
clicks
within 1 quarter:
820%
Instagram
impressions
first six months:
1120%
Facebook
engagement
Conclusion
In summary, our consultation with GroundTech focused on determining the most effective approach for educating and informing their target audience about the revolutionary technology they provide.
While their products and services offer transformative benefits to their customers, initially conveying their message posed a challenge. However, through continuous strategic digital marketing efforts implemented collaboratively, they are now witnessing success in the market.
