We Get The World Excited About What You're Doing

Your Expertise In Your Field Is Under-Utilized 'Help' That Could Become Content

Buyer-Centric Content Replaces Brochures And Produces A 20X Improvement

MBS Engineering is an extraordinary commercial gas services company in San Ramon, California. From their truck fleet, to state-of-the-art tools, to their focus on safety, there is nothing typical about MBS. They were early adopters of ‘seismic shut-off valves’, and innovators with gas turbine electric power generators. Additional service offerings include commercial gas system design engineering build, repairs, gas leak inspection and leak testing.

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.

Client Profile

AspectClient Data
NameMBS Engineering
No. Of Employees15
Annual SalesPre-Engagement: $7M; Post-Engagement: $11M
Websitehttps://mbs.engineering
IndustryCommercial Gas
Engagement Duration16 Weeks
Number Of Content Pieces150+ Pieces
Channels ManagedSEO, SEM, Print, Email, Event, Direct Mail, Telephone Sales, Press Releases
Content TypesWeb Copy, eBooks, Posters/Infographics, Video
ScopeEnd-to-End Marketing Services
ObjectiveGrow 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. 

New Pages

web page contents
web page contents

Site Menu Changes

Play Video

Blog Articles

blog articles
blog articles

Graphics

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. 

what is a seismic shutoff valve
what is a seismic shutoff valve
the natural gas delivery roadmap
the natural gas delivery roadmap
problems with older gas systems
problems with older gas systems
short version
natural gas basics
Maintaining Your Valves
Maintaining Your Valves
How To Spot A Gas Leak
How To Spot A Gas Leak
getting a gas turbine in 6 easy steps
getting a gas turbine in 6 easy steps
final road to gas safety
final road to gas safety

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

draft of sustainable energy image only
draft of sustainable energy image only

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. 

Final Version

final-sustainable-energy-comparison-chart-reduced_orig
final-sustainable-energy-comparison-chart-reduced_orig

Guides

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. 

Click To Read
Click To Read
Click To Read
Click To Read
Click To Read
Click To Read
Click To Read
Click To Read

eBooks

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.

Click To Read
Click To Read
Click To Read

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. 

Click To Read
Click To Read
Click To Read
Click To Read

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.

Mbsengineering_Artboard 13 copy
Mbsengineering_Artboard 13 copy
gas turbines for farms - turbine
gas turbines for farms - turbine
Gas Turbines For Buildings
Gas Turbines For Buildings
gas turbines for hemp and cannabis (4)
gas turbines for hemp and cannabis (4)
gas turbines for hospitals cell towers and airports (1)
gas turbines for hospitals cell towers and airports (1)
gas turbines for manufacturing and production (1)
gas turbines for manufacturing and production (1)
gas turbines for warehouses and fulfillment centers (2)
gas turbines for warehouses and fulfillment centers (2)
Mbsengineering-09
Mbsengineering-09
Gas turbines for food and refrigerated storage (1)
Gas turbines for food and refrigerated storage (1)
saving energy with gas turbines at schools (1)
saving energy with gas turbines at schools (1)

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')

mailers
mailers

This direct mail campaign included an offer of a gas incident risk assessment.

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.