Full-Service Marketing for MEB Total

Background

Marketing Strategy

Content Strategy

Website Support

With a wealth of experience and a proven satisfied client base in contracts for both public and private sectors, MEB Total undertake the design, installation, commissioning, and maintenance of all building service elements. They are backed by a comprehensive facilities management service in Stoke-On-Trent and are committed to maintaining the highest standard of service delivery and workmanship.

A new arm of their offering was renewable energy installation including solar PV, battery storage systems, Tesla Powerwalls and air/ground source heat pumps. This part of their business was something they wanted to prioritise and to shout about due to the increasing pressure of businesses to be more eco conscious in addition to the rising energy bills the UK population had been experiencing.

Their main customers include B2B local authorities, schools, universities, hospitals in addition to some B2C residential customers.

Challenges

MEB Total had been operating without any marketing department for the last 10 years and consequently had no brand guidelines, an outdated website and no standard operating procedure for lead generation.

Most of their work had been previously won by submitting proposals via public portals and winning contracts based on reputation. On the renewables side they had 7-8 contracts come through every 6 months. Prior to that they had been doing a lot of slow jobs through various new and old customers who had come from referrals.

Therefore…

When MEB Total’s potential customers submit proposal documents chasing after a tender, they will always investigate the MEB Total website to see how good they are and it’s a subliminal indication. Therefore, there was a big reason to shore up the defence to make sure the branding and website was bulletproof.

Solution

Firstly…

MEB Total were eager to go with our full-service marketing programme instead of just a new website to get maximum results.

We had a blank canvas to start rebuilding the logo and brand identity of MEB Total and MEB Total Renewable Energy.

We also saw an opportunity to build a brand new website for MEB Total and a microsite for MEB Total Renewable Energy as it would be pointless driving potential customers back to the existing site with inconsistent branding.

Then, we saw an opportunity!

The microsite for the renewable energy services would act as a lead magnet which has hyper focused content on their renewable services. We saw an opportunity to include an SEO rich keyword into the domain name to help MEB Total capture more traffic and consequently more customers. The domain name being renewableenergyinstallation.co.uk.

The rationale behind splitting these websites up into 2 was that it would ensure higher relevance within each market; their bread and

butter mechanical, electrical and building services and their renewable energy services where they were looking to double down on their efforts.

On these two websites we ensured the content explained the features, advantages and benefits of dealing with MEB. Whilst doing this we conducted keyword research and ensured all title tags, meta descriptions were fully optimised and followed best practice SEO.

In Addition…

To supplement these websites, we created case study content to convey what they do and the benefits to prospective customers.

As part of the new website builds we set up integrated contact forms, booking calendars and autoresponder emails which were activated when prospects enquired via the contact form. We designed a HTML autoresponder email and a follow up email 7 days after to ensure all incoming enquiries had been dealt with.

To help drive people to the website, it was important to have a lead generation ecosystem in place once the new websites went live.

Lastly…

In an effort to get more business on the back of this we created a series of email communications that were sent to existing customers, previous customers, and inactive customers. The rationale here was to emphasise how MEB Total can help with the rise in energy prices with their renewable energy products to capture the low hanging fruit of turning these groups of people who are familiar with MEB Total into returning customers.

We created a fully optimised LinkedIn profile for a key member of the MEB Total team to build their network and subsequently generate leads. In addition to this, we created a professional company page for MEB Total Renewable Energy and posted engaging content to increase brand awareness. Producing a steady increase in page followers and clicks to the new website.

To improve MEB Total’s online presence and local SEO…

We created an optimised Google Business Profile by building citations on key directories, increasing reviews and including more interesting and helpful content.

Results

In Conclusion…

Great feedback had been returned from the MEB Total team and customers on the back of the new websites. Key feedback was that it was clean and modern and easy to navigate.

Furthermore,

MEB Total saw an influx in enquiries coming through via the slick new contact us form and the book a call calendar feature.

Enquiries and calls from the newly optimised Google Business Profile had increased, with MEB Total appearing more frequently in local search results.

The LinkedIn profile for MEB Total’s key sales representative saw a huge increase in connections and subsequently generated a series of highly positive leads from their target customers which was passed onto the sales team to nurture and convert into paying customers.

The MEB Total LinkedIn company page following increased steadily over time in the form of clicks, impressions and clicks to the website.

The emails to existing and previous customers generated fantastic engagement, with open and click rates above industry average. The messaging contained in the emails created hype around the new

websites and transformed the outdated MEB Toal into a slick, modern professional business.

The email communications also led to several appointments to discuss installing solar panels and Tesla Powerwalls within homes and commercial buildings. These were passed onto the MEB Total sales team to follow up with and convert into sales.

Overall…

MEB Total emerged through the full-service campaign with a brand new look and feel ready to turn a new chapter in their business to capture a wider market thanks to embracing new processes and technology.