How we built a marketing foundation from scratch for an established construction business
Key Integrated Services had been trading successfully for years, with a strong reputation and a steady stream of work but no marketing foundation to speak of. No consistent content, no analytics, and no real online presence to match the quality of the work. This case study covers how we built that foundation from the ground up.
Client’s challenges
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Despite years of successful trading, there was no consistent content strategy, no analytics or tracking in place, and no structured online presence to build from.
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As a busy, hands-on, successful business, marketing had understandably never been a priority; there simply wasn't the time or internal capacity for it.
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Without any existing data or benchmarks, every marketing decision would otherwise have been a guess rather than an evidence-based choice.
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We put proper analytics and reporting in place from day one, so every future decision could be based on real evidence rather than assumption.
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Where there had been little to no regular content before, we built a structured, ongoing posting and content plan across the website and LinkedIn.
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Rather than guessing at what would work, we tracked content performance closely each month and adjusted the approach based on what the data actually showed.
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We used real visitor behaviour to inform ongoing improvements to key website pages, rather than making changes based on instinct alone.
Our approach
Results
Went from no digital marketing structure at all to a fully tracked, actively managed marketing function across website and LinkedIn
Website traffic grew substantially over the course of the engagement, reaching an increase of 134% year-on-year
LinkedIn presence grew significantly, with monthly impressions reaching over 11,000 at peak and follower growth as high as 26% in a single month
Consistently achieved LinkedIn engagement rates around 6% on average — well ahead of the typical 2–3% industry benchmark
Built real resilience into the marketing approach: when performance naturally moved month to month (as it does for any business, especially one being measured for the first time), we could see exactly why, and respond; rather than being caught off guard by it
Mark Poulton, CEO of Key Integrated Services
“I had the pleasure of working with Danni for a couple of years and would highly recommend her to any organisation. We had no marketing support / experience at the time we started working with Danni, and with her help we established a marketing function that took us to the next level. Danni worked hard to understand the business and support us where possible, her efforts and experience had a highly positive impact on the business and helped us to grow, attract and retain talent. Thank you for all the hard work, I hope to work with you again.10/10 recommendation from me!”
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