Masteel UK Ltd are a global steel supply and stockholding company, supplying the engineering, power generation, petrochemical, oil & gas and nuclear industries.I would personally recommend AZoNetwork as the "go to" company if you want to promote your products and generate leads online.
Director, Masteel
Early SEO Success
AZoNetwork specialise in lead generation and brand awareness within science and engineering.
From 2009 to 2012 Masteel employed a full-time SEO to look after the website.
During this time web rankings for Masteel products were page 1 on Google searches, and the enquiries generated rose to an all time high over this period.
However, when the SEO moved on, web development became a secondary function to his marketing replacement.
Sales Focused
A more proactive stance to generating enquiries was taken, with sales and marketing carrying out more prospecting, and contacting of prospective clients. These companies were either known to Masteel or likely to use our products.
This was at the expense of website development; Development of the site practically ceased from 2013 onwards.
Consequently, the Google website product rankings dropped from the first page, and web traffic decreased over a 3 year period.
Although the enquiry to order ratio increased, with being more proactive over the telephone, enquiry generation was less than 20% of that which came through the site during 2009 to 2012.
Inbound Sales Lead Generation -
The modern strategy
In 2017 a new website was commissioned to address the problem of enquiry generation.
Not having the experience of a full-time SEO, the existing Marketing assistant had difficulty understanding what was required to make the website a success.
AZoNetwork specialise in lead generation and brand awareness within science and engineering, hence they were approached for assistance. They hosted Masteel product articles on their flagship materials site, AZoM to increase their reach and brand awareness.
In addition, they also began to work on Masteel’s own website, writing articles and blogs to increase the exposure to a wider audience of prospective clients over the internet.
Hybrid Success
Even over as little as three months, the website has returned to page 1 for over 30 of our major keywords with 5 of those currently occupying position 1. We have seen an increase in both web generated enquiries and telephone traffic on products that are targeted. Lead/Enquiry generation is now starting to overtake us, which is a great problem to have!
I have learned over the last 3 months to let the experts at AZoNetwork take over the running of the site development and lead generation activities, this then allows us to concentrate on what we are best at... selling product.
I would personally recommend AZoNetwork as the "go to" company if you want to promote your products and generate leads online.
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