Case Study:
Insituform
Client / Company:
Insituform
Service:
Outsourced Marketing Department
Industry:
Manufacturing
Location:
Northamptonshire, UK
Bringing an industry leader into the digital world
As the inventors of the product that started their industry and the pioneers of CIPP for the past 50 years, there is no doubt that Insituform Linings have industry authority and a strong reputation within their niche. The challenge they faced was keeping their marketing activity consistent and building their online presence to match that of the ‘real world’.
What we did:
Social Media Management
Personal LinkedIn
Management
Bespoke Opportunity
Generation Campaign
Email
Newsletters
Before working with us, Insituform Linings were…
-
Struggling to build an online presence that matched their level of real world authority:
This meant they relied heavily on word of mouth and referrals, and in scenarios in which they attempt to enter new markets that haven’t previously heard of them, their lack of digital authority let them down. -
Lacking available time to put into their marketing efforts:
They were previously relying on the marketing efforts of the holding company, whose team were spread thin across multiple companies. Paired with the ad-hoc efforts from internal admin staff, they were left with a mismatched approach and a lack of strategic direction.
How we fixed it
-
Strategy:
After re-designing and building their new website, we put together a marketing strategy to bring Insituform back into the spotlight and give them the opportunity to regain their authority as the industry pioneer. -
Social Media:
We launched a new style of content across the social media platforms and significantly increased the regularity and engagement with relevant accounts. -
Newsletters:
Due to their previous lack of time, this was not an area of marketing they’d explored before but would now be a channel to contact existing clients with new training opportunities and supplies (optimising new revenue streams). It would be an opportunity to grow a new audience of interested industry professionals and potential prospects.
-
Personal LinkedIn Management:
In an industry that’s very ‘who you know’ we wanted the Managing Director and Business Development Manager to be perceived as individual authorities in the industry. This allows that recognition to be attributed back to the brand and ensures we can leverage their personal profiles for new opportunities. -
SEO:
With a brand-new website, and companies within the group with similar names, we had to put an initial aggressive strategy in place to capture the keyword rankings. We complete regular technical updates and generate 3 SEO blogs per month. The longer-term plan is to target industry-specific keywords that, as the original inventor, we need strong SERP rankings for. -
Bespoke Opportunity Generation Campaign:
A key objective for this client, was to open new opportunities. Using a targeted, multi-touch prospecting process, we’ve opened conversations with key decision makers in new markets.
Results
first six months:
1,321% 
LinkedIn
followers
first six months:
37,000
LinkedIn
impressions
first six months:
153,000
Facebook impressions
first six months:
100%
Followers to
LinkedIn profiles
first six months:
66%
Followers in senior/director roles
first six months:
3,000
Impressions per post (personal accounts)
first six months:
New
Conversations through LinkedIn
first six months:
1,321%
LinkedIn
followers
first six months:
37,000
LinkedIn
impressions
first six months:
153,000
Facebook impressions
first six months:
100%
Followers to
LinkedIn profiles
first six months:
66%
Followers in senior/director roles
first six months:
3,000
Impressions per post (personal accounts)
first six months:
New
Conversations through LinkedIn
Conclusion
The marketing strategy for Insituform Linings was successful in re-establishing their industry authority and generating new business opportunities.
Key takeaways:
-
Increased brand awareness:
They saw a significant boost in social media presence with increased followers and impressions across key platforms like LinkedIn and Facebook. -
Established thought leadership:
By managing personal LinkedIn profiles of key personnel, they positioned them as industry authorities, leading to more website traffic and new business opportunities. -
Targeted outreach:
A multi-touch prospecting campaign successfully initiated conversations with important decision-makers in new markets. -
Recaptured online presence:
The new website design and consistent SEO efforts helped them outrank competitors in search results within a short period. - Overall, the marketing strategy helped Insituform Linings leverage their existing reputation to re-emerge as the leader in the CIPP industry.
