Construction Case Study
Since 1972, Endura Steel, Inc has been a leading provider of industrial steel components. Endura stocks and custom fabricates carbon and stainless steel serving military, commercial and residential clients.
Smith Ironworks is a metal fabrications operation with a large range of services including weldments, specialty platforms, ladders, handrails, stairs, steel trusses, tapered steel girders, plasma precision cutting, welding, rolling, and beam cambering.
Both clients faced the same challenges:
- Lack of an overall marketing strategy
- Outdated website
- Inability to efficiently track inside and outside sales
- Inability to track and measure phone-based customer interactions Need for digital advertising on paid channels
TD Marketing implemented a multi-pronged approach:
1. Fractional CMO Services:
- TD Marketing provided fractional CMO services, driving strategic marketing decisions and enabling a unified vision for brand promotion.
- Goals and key performance indicators (KPIs) were established to measure marketing success.
2. Integration with ERP to Track Inside and Outside Sales:
Real-time tracking of inside and outside sales were integrated into the existing ERP system (Epicore) to enable real-time tracking of inside and outside sales.
3. New Website with Custom Funnel and Landing Pages
A new website was developed from design using Figma to implementation using a custombuilt WordPress site and template that reflected client branding for the target customer.
4. Google and Facebook Ads Optimization:
- Ad campaigns achieved a significant increase in click-through rates (CTR) and conversion rates.
- Ad spend became more efficient, leading to a substantial boost in ROI.
5. Call Rail for Call Tracking:
Implementation of CallRail, a call tracking system, to provide valuable data on inbound calls and marketing performance.
6. Content Marketing & SEO:
Development and execution of a content marketing + SEO plan to boost clients’ online presence and position both companies as industry experts.
7. Custom Dashboards for Data Analytics
Reporting data for top keywords, Google Ads, GA4 and Call Rails were built into one clientfacing dashboard for weekly monitoring of KPI’s.