Status is a leading full-service metrology business located in the East Midlands, delivering specialist inspection solutions that utilise industry-leading hardware and software capable of super high tolerance inspection work. Status specialise within the Automotive, Aerospace and Innovation / Technology Industries.
Status first approached WDA looking to increase the sales return they were getting on their marketing investment, including a review of their existing marketing automation system, and also of their target customer journey. Status were particularly keen to uplift conversion rates through their website and improve awareness of core products and services offered – some exclusive to Status.
Our initial findings identified a range of opportunities including better audience targeting, content relevance, website design, and UX/UI, as well as work required to improve Status’ more fundamental brand positioning.
During the initial briefing sessions and subsequent research we undertook, a common theme to emerge was that the ‘Status Difference’ was often hidden or unclear.
Ultimately, Status had no visible points of differentiation within its competitive metrology marketplace – despite doing lots of things differently and better. We wanted to bring these things to the fore so that their B2B audience understood the Status proposition – in a snap.
We suggested to Status that whilst they are clearly in the Metrology business, they are really in the business of looking at and recording – in great detail – every facet of an object being inspected. In just the same way the Status team is in the business of going further to look in great detail at their customers’ needs in order to identify better solutions.
The new brand positioning ‘Takes A Closer Look’ conveys Status’ ability to supply the highest quality machine and software solutions (and provide equally high quality outsourced contract measurement services) to the level sought by customers demanding the very best, especially within the Automotive and Aerospace markets. It also promotes the experience, skill, and thoroughness of its team. On a broader level, it simply invites the target audience to STOP – take notice – and DISCOVER for themselves the Status difference and competitive advantages.
Status’ products and services are a considered purchase and often represent a substantial investment for customers, both financially, but also in terms of the confidence they have selected the right partner to rely on going forward.
During our very first meeting, Status expressed that their most visible marketing touchpoint fell some way short of instilling this confidence factor. Certainly, the design and functionality were felt to be dated compared to competitor sites, and that of strategic partner Hexagon.
WDA’s expert web designers and developers got to work to create a fresh new design and build incorporating new sector-based images, stronger messaging and a cleaner, more modern layout and navigation.
WDA’s Hubspot certified digital team also evaluated the inbound marketing system Status had integrated with the old website and found that the majority of the functionality was either not being used or could be achieved in other more cost-effective ways. By downgrading their package we were able to achieve a saving of nearly £10k in software license fees alone – whilst at the same time simplifying and streamlining processes which had been internal marketing’s responsibility.
In terms of ongoing marketing, Status wanted to reduce outright costs. We analysed what they were currently doing, where most of their investment was going, and from there, we suggested a revised digital marketing strategy. This included a heavy bias towards social media activities across LinkedIn, Facebook and Twitter, content creation, paid marketing (including social and Google Ads) and email marketing.
WDA suggested a more defined sector approach so that we could focus the majority of investment and activities on one of their key markets at a time (whilst still keeping the others engaged). Initially, this was Aerospace, and we helped Status partner with the Midlands Aerospace Association to leverage their contacts and events.
Over the last 12 months, we’ve helped Status achieve some fantastic results, including:
Since starting the partnership WDA last year, Status has recorded its best-ever year in business and has now acquired new premises to expand the business and boost CMM stock to meet the increased demand.
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