CASE STUDY
B2B Event Logistics Case Study
How Strategic Re-Positioning and Targeted Digital Marketing Drove Business Growth and Industry Recognition
What were the key challenges?
My client, a growing Event Logistics company, faced significant challenges holding them back from growth and longer-term positioning in the right space.
- Lack of Differentiation: The business was positioned as a generalist courier company online, which meant they were competing in a crowded market without a unique selling point.
- Unclear Market Positioning: Potential clients within the event industry were not recognising them as a specialist service provider, leading to missed opportunities.
- Impact on Business Growth: The generalist positioning was stalling growth, as they were attracting lower-value courier work rather than the higher-value event logistics projects they wanted.
This lack of clear positioning was holding the business back, preventing it from tapping into the lucrative event logistics market.
What was the solution?
To address these challenges, we implemented a comprehensive re-positioning strategy that shifted the conversation away from generalist to one of them being a specialist:
Website redesign & development
- We completely overhauled the website to reflect the new positioning as a specialist in event logistics.
- The design now highlights their expertise in managing the complex logistics required for events, with case studies and testimonials to build credibility.
Keyword Research & SEO Strategy
- Conducted in-depth keyword research to understand what potential clients in the event industry were searching for.
- Used this data to inform the SEO strategy, ensuring that the website content was optimised for terms related to event logistics rather than general courier services.
LinkedIn Presence Optimisation
- Focused on growing the client’s presence on LinkedIn, targeting connections within the event industry.
- Implemented a content strategy to position the client as a thought leader in event logistics, sharing insights and success stories relevant to the industry.
Traffic Shift & Conversion Optimisation
- Successfully shifted the website traffic from general courier searches to event logistics-focused searches.
- Optimised the website for conversions, leading to improved engagement from the target audience.
What was the outcome?
The results of our re-positioning efforts have been promising, with significant early successes in the last few months including:
Enhanced SEO Profile
- The website’s SEO profile has significantly improved, with more traffic coming from targeted event logistics keywords.
Improved Conversion Rate
- The website’s B2B conversion rate has increased to 6%, a testament to the effectiveness of the re-positioning and SEO strategies.
Market Perception Shift
- The business is now being recognised as a specialist in event logistics, leading to higher-quality leads and enquiries from within the industry.
Increased LinkedIn Connections:
- Achieved a 25% growth in relevant LinkedIn connections over the past three months, targeting decision-makers within the event industry.
The approach has successfully re-positioned the client from a generalist courier service to a specialist event logistics provider, setting the stage for continued growth and market leadership in this niche sector. Next, let's take a look at their results so far since re-positioning...
Client results at a glance
Increase in LinkedIn connections
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Website conversion rate
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Increase in organic traffic
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