Company Overview
Founded in 1998, ATLAS for Industry are a manufacturing company based in Richhill, on the outskirts of Portadown, County Armagh. ATLAS manufacture and distribute products across the UK and Ireland including high quality adhesive and industrial tapes, labels, tags, packaging, and paper products. The company stock an extensive range of standard products but also offer bespoke products upon request.
Goal
Digital Den was appointed to help ATLAS review and develop a plan to improve their website content, usability, and visibility, and to assess the company’s overall marketing activities and performance to develop a marketing strategy for growth.
Project Elements
- Marketing Performance Audit: A comprehensive audit was conducted across all of ATLAS’ online platforms, including the website and their social platforms which included Facebook and LinkedIn. Areas for improvement were identified and Digital Den guided ATLAS with clear recommendations to help improve brand awareness, user experience, engagement, and click through rate to support lead generation and order growth.
- Marketing Strategy: In addition to the analysis of ATLAS’s marketing channels, Digital Den analysed the company’s customers (current and prospective), and identified key competitors providing valuable insight into the company’s market position, strengths, and weaknesses. We developed SMART objectives, growth strategies, and action plans for implementation by the ATLAS team. The strategy created a roadmap to strengthen the company’s online presence, as well as its overall competitiveness and audience engagement.
- Content Strategy: Blog content ideas were developed based on insights collated from market research and search marketing data. This approach ensures that all proposed content would be relevant, informative, and aligned with customer interests and search behaviour. By focusing on topics that address customer needs and industry trends, the strategy aimed to position ATLAS as a trusted authority in its field. This would both encourage visitors to spend more time on the website and explore additional pages but also strengthen brand credibility and support improved conversion rates.
- SEO Audit and Implementation: Keyword research was undertaken to ensure ATLAS’s product categories were correctly named and could be optimised to show up in as many customer search results as possible. This would help the website to perform better in keyword rankings.
- Website Planning: Digital Den created a website brief on behalf of the client, sourced three quotes from local web designers, reviewed each and provided feedback to the client to assist with decision making.
- Recruitment Marketing: Digital Den also assisted with promotion of a vacancy for a Summer Placement and sourced CVs from various students for the CEO to review.
Impact
Many business owners do not have the time or skillset to review marketing performance and develop their marketing plan unaided. The analysis of marketing and company performance data and strategy development by an external consultant enabled the team to debate ideas and be challenged with additional approaches for growth. This, combined with practical support in areas such as sourcing staff and other specialist marketing service providers to assist with implementation plans provided both strategic and practical support to the client, enabling them to move forward with their marketing plans more confidently.