Strathclyde Vulcanising Services - Autus Consulting

Modernising Marketing within the Vulcanising Industry

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About Strathclyde Vulcanising Services

Our Story

Strathclyde Vulcanising Services (SVS) have been established for over 40 years as a key service provider in the bulk material handling industry, both within Scotland and Northern England. They are experts in conveyor maintenance and specialise in conveyor belt installations and rubber lining work. Their team of skilled and experienced technicians provide some of the highest quality services for their industry. Because of this, SVS are the sole distributor in Scotland for WEIR Minerals premium rubber products, some of the most well known and venerable products in the industry today.

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Business Challenge

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What we did

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Overall Impact

New Website

To support the other marketing activities, we would be providing Strathclyde Vulcanising Services, we began work on a new website. As their previous website was massively outdated and not user-friendly, we researched competitors’ websites and put designs together for a modern, easy-to-navigate, and effective website. Due to the demand of running such a reactive business, SVS were only able to involve themselves in the creation of the website periodically, but Autus were able to take over control during the process and deliver a website that the client loved.

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Social Media Management

Previously, Strathclyde Vulcanising Services rarely posted to social media, only putting up a post on LinkedIn on an irregular basis. When we started our service, we immediately began posting on Facebook, Twitter, and LinkedIn on a weekly basis, delivering much more consistency for our client. Because of this, SVS’ social presence has increased massively, and more channels are now being used to raise awareness of their business’ products and services.

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Email Marketing

We provided a monthly email marketing campaign to help build awareness, drive conversion rates, and raise website traffic for SVS. Previously they had only sent out annual postal campaigns which were outdated and near impossible to track the success of. Every month we were able to report the success of each email we put out, including who the most responsive contacts were and what they were most interested in. Not only did this allow for future automations, but this also allowed the salesperson at SVS to manually follow up with contacts and trigger automated nurture sequences which would help drive a higher conversion rate.

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Drip Sequences

To drive a much higher conversion rate, we built a series of nurture sequences that were segmented per industry, product interest, and service interest. This simple form of segmentation allowed us to push for a more personalised customer experience as well as a higher rate of conversion amongst new leads and existing customers.

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Historic and Future Data Segmentation

In support of our other marketing activities, we segmented historic customer data and came up with a method for segmenting new contacts automatically, without the need for manual segmentation. While manual segmentation was still possible, we were able to have prospects segment themselves through contact form options, eliminating the need for manual segmentation almost entirely.

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Blog Creation and Website Maintenance

After building the new website, we continued to keep it up to date and helped build up a better SEO score by creating Blogs. These were created based on agreed upon ideas that would attract the right type of potential customer to the site. Apart from boosting the SEO score, these blogs were also a great way of getting more engagement and click throughs from social media, particularly LinkedIn. The result of creating these blogs was a steep increase in website traffic.

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Online Chatbot

Building upon an already improved customer experience with the new website, we looked to improve it further with the addition of an online chatbot. We researched competitors and consulted with the client to come up with a workflow that made sense for the business. We built the chatbot within our go-to revenue growth platform - SharpSpring, tested, then integrated it with the website. The result was a rise in customer engagement with the website and a much better customer experience and self-service capability.

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Photography and Videography services

Supporting our efforts in social media management, website maintenance, and blog creation, we carried out 4 quarterly photoshoots for Strathclyde Vulcanising Services. Before we did this, social media posts were using a variety of lower-quality phone images and higher-quality, but less personal stock images. The website also suffered from this problem and needed better, up-to-date images to support our marketing efforts. We consulted with the customer, planned photoshoots on both SVS’ site and their clients’ locations, and carried out the photoshoots without issue. The resulting photos were fully edited within a week of being taken and delivered to the customer who was ecstatic about them. These photos are ones that you now see on the website and that are being used on social media regularly. The result of this is a much more professional business image and better engagement across social media due to the eye-catching visuals.

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Sales Calendar Booking System

Part of Strathclyde Vulcanising Services’ initial issues was a lack of a sales calendar booking system. This hampered the sales processes and didn’t allow for customers to book a meeting as easily as they could have. We implemented a brand-new sales calendar booking system for the team which immediately improved the sales process and the customer experience.

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Smart Mail ‘Sales’ Follow-up Email Library

In support of sales and general email marketing efforts, we also built a library of smart mails to be sent to customers. These emails were created to be easily personalised through the use of dynamic content and allowed our customer to send any of these emails to any of their contacts to follow up in a sales dialogue with them. The result of this was a much more personalised customer experience and a higher overall lead conversion rate.

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Prospect Registration workflow

After segmenting contacts for Strathclyde Vulcanising Services, we had to solve the issue of segmenting new contacts that came in over the phone or by direct email instead of the website contact form that automatically segmented them. This was easily solved by creating a landing page that only the team could access and allowed them to fill in a form with the customer’s details and their segmentation.

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Customer Testimonial Request Process

To help support Strathclyde Vulcanising Services’ word-of-mouth marketing and social proof, we built a system that allowed the team to send customer testimonials requests to the customers via a custom branded landing page. Once the customer clicks on the link in the email, it directs the customer to our recommended reputational/review management system, where they can rate the service they were provided and leave a review. The team at SVS can then manually approve the review, after which it will appear on the website without the need to do anything else. This made the process much more efficient, resulting in the team sending many more customer testimonial requests and significantly improving their social proof and online credibility.

Happy Customer Feedback

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Watch Video Testimonial
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Iain Barral

Managing Director, Strathclyde Vulcanising Services

What Our Clients Say

Allan Slicer - Director, Muir Slicer

I would have no hesitation in recommending Tom and the team at Autus Consulting Ltd to any business looking to get the best from digital marketing, CRM implementation, automation of your marketing processes or even just raising your profile and educating people on your products.

Davd Wilson - Managing Director, Ayrshire Agencies

Autus Consulting have consistently provided my company with excellent service when managing our social media presence, creating high quality content. I would highly recommend.

Stephen McGuigan - Director, A&S Home Design

Though you might think nothing is happening in the short term given time you will see a marked up-take in business enquires and sales. Autus have been a massive help with my business.

Emma Alkirwi - Managing Director, The CV Guru

The team at autus are so approachable and deliver when they say they will. They have implemented CRM, email marketing and automation for our business. Our time efficiency and productivity has improved remarkably, and new leads are opening up for our business. I couldn’t highly recommend autus enough.

Angela McKillop - Director, We Love Your Projects

We have benefited from amazing customer retention, growth and profit. The SharpSpring platform is great to have everything in one place. I have never met a company with such passion, experience and knowledge – they go above and beyond and meet expectations every time.

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