A mission to improve sales messaging

The challenge

Balmoral Tanks is a leading design and manufacturing company with 40+ years’ experience offering a comprehensive range of liquid storage product solutions.

Having recently launched a new website and online advertising campaign following a difficult period during the COVID-19 outbreak, Balmoral Tanks sought a digital marketing partner to review performance and identify future opportunities for growth. Having experienced significant changes in trading conditions within the market, Balmoral Tanks wanted a clear route forward for their online marketing.

Landing Page Backgrounds (35)
"Intergage provided us with completely unbiased visibility on how we were performing online and what we need to do to improve our marketing results. They revealed the ‘unknown unknowns’ which could have cost us a lot in time and money had they not been identified. They have become a trusted partner and we look forward to developing our working relationship with them to enhance our online reach."
Steve Gibb
Balmoral Tanks

The solution

Marketing Opportunity Analysis

We were commissioned to complete a full Marketing Opportunity Analysis (MOA) to review Balmoral Tanks’ online presence. This revealed a number of opportunities for the business including:

  • improved website usability and engagement levels
  • enhanced market share and organic visibility
  • boosting Google Ads performance by reviewing paid search targeting
  • better keyword targeting to attract high quality traffic to the website

Sales Messaging Workshop

Following the DMA, we carried out a sales messaging workshop with Balmoral Tanks’ key stakeholders. This allowed us to understand who Balmoral Tanks is looking to sell to and what challenges the business faced in doing so.

The outcome

Having provided Balmoral Tanks with a clear picture of how their online presence was performing, we are now working with the Balmoral team on an ongoing basis to:

  • improve organic visibility
  • increase return on investment from digital advertising
  • ensure the correct digital tracking and analytics tools are in place
  • improve usability with stronger sales messaging and on-site user experience
  • generate in-depth marketing personas which will be a crucial part in all future marketing campaigns.

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