Case Study: MBS Engineering, Gas Services In San Ramon
Content Replaces Brochures, Sees 20X Traffic And 60% Sales Gains In 6 Months
From their truck fleet, to state-of-the-art tools, to their focus on safety, there is nothing typical about MBS. Our job was to share their expertise, driving Internet search traffic with content.
In The Beginning: Multi-channel And Content Assessment
When we engaged MBS, they had a brochure, a ‘line card’, a capability statement, and 8 MS Publisher documents that addressed questions from *clients*. It was seller-centric copy that spoke about MBS, not ‘buyer-centric’, as people seek through 90% of the Buyer’s Journey.
We created 150 pieces of exciting and variegate ‘buyer-centric’ content that ‘pulls’ traffic and leads, and that won substantial press coverage.
|No. Of Employees||15|
|Annual Sales||Pre-Engagement: $7M; Post-Engagement: $11M|
|Engagement Duration||16 Weeks|
|Number Of Content Pieces||150+ Pieces|
|Channels Managed||SEO, SEM, Print, Email, Event, Direct Mail, Telephone Sales, Press Releases|
|Content Types||Web Copy, eBooks, Posters/Infographics, Video|
|Scope||End-to-End Marketing Services|
|Objective||Grow Traffic, Leads And Sales|
The Website: Where All Things Converge
The first improvements were to the client’s website. We added a differentiating ‘message’, and (after content went up), a ‘content slider’. We also added Hubspot CRM lead gathering forms an several pages, including as popups with offers.
These choices were standard practice, a) but made content centrally visible (not just through search), and b) gave visitors who were excited about MBS’ dedication to their trade a way to engage with the company and brand.
Website Information Architecture Changes
We created 100 pages by region, service area and industry, and published a blog.
Site Menu Changes
The Internet is becoming more visual and less textual. We created 20 infographics that were helpful to buyers (buyer-centric; not sales copy about MBS). Many were printed as posters and *given away* at SLED (state and local education and government) safety and industry conventions, driving commercial gas service contract sales for years.
High-Value Content Means We Have To See In High-Resolution
We get to know your company, your technology, industry and culture. We simply cannot say intelligent or interesting things if we’re not ‘inside’ your brand.
Some companies churn out uninspired content or copy that is not compelling or accurate. We bridge the gap between how companies see themselves and how they are seen.
Concept And Sources
A single content piece has dozens of components, hundreds of data points (that need to be researched), and thousands of considerations, finalized over several drafts. An engagement produces hundreds of content pieces. Best-in-class content – that makes you a thought leader in your vertical – is not a job for novices.
We produced several guides, case studies, lists, and FAQs, using information gathered from interviews with stakeholders and engineers, in addition to our own research. Notice that this isn’t content that is MBS talking about itself, or that is only useful to MBS’ customers (e.g. brochures). That is not helpful to buyers. There are 40 such pieces and we can’t post them all here. They’re visible at mbs.engineering.
Such buyer-centric content is inherently useful and pulls search traffic, while establishing MBS as dedicated and generous thought leaders in the space of commercial gas.
Gas safety is an obvious concern for those seeking gas services. FlashPointLabs spoke with MBS’ experts and reviewed internal materials to formulate eBooks on gas safety. We also worked with an attorney to get highly valuable information about what factors determine when public bodies (e.g. schools) can be sued for an accident.
Technical Reports And Studies
FlashPointLabs calculated the rising cost of energy, as a function of power provision and population growth, running these through a marginal cost curve model. We also ran break-even analysis for gas turbines when used in certain industry verticals.
Gas Turbine Content Targeted At New Industry Profiles
Gas turbines cost a few million dollars, but they save money, converting natural gas into electric power, and are more ‘green’ or environmentally friendly, producing less CO2 as a function of electrical energy produced. They can also utilize thermal energy – and not just kinetic energy – through a process called ‘cogeneration’. FlashPointLabs created a series of creatives – and web landing pages – targeting certain verticals.
Downloadable Content From Part Manufacturers And Government Agencies
To help those researching, FlashPointLabs added contents from MBS’ suppliers to the website ‘library’. We also researched energy symposia and initiatives, as well gas turbines, and shared the information we had gathered.The result is a one-stop, buyer-centric, unrivaled authority on commercial gas safety and gas turbines.
Mailings (To State And Local Education And Government or 'SLED')
This direct mail campaign included an offer of a gas incident risk assessment.
Press Releases And Media Traction
California Business Journal
Growth Rate (2,000% 90 Days After 'Go Live' Date), From Content And Site Improvements
This ‘end-to-end’ engagement included depositing content offers on web and social media ‘funnel tops’, managing paid placements in industry publishers, management of AdWords, technical SEO improvement, and Google My Business (Maps). This engagement lasted 9 months, eventually becoming part-time, but is equivalent to 16 weeks, full-time, and was done for under 6 figures.