Digital strategy delivers market domination for B2B manufacturer

Read how a direct, digital-only strategy helped Safety Storage Systems to grow UK sales to 60% of overall turnover and become the go-to supplier in their niche in a highly competitive new market.

Client:
Safety Storage Systems
Solution:
Chemical Storage Units
Location:
Limerick, Ireland
Markets:
Ireland, U.K.
Sectors:
Manufacturing Multinationals, Warehousing, Healthcare,
Oil & Gas, Metals & Mining, Schools & Universities.
Website(s):
safetystoragesystems.co.uk
Client since:
2006
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  • Goal

    Establish a stronghold in the U.K. market. Maverick has been marketing partner to Safety Storage Systems since 2006, helping them initially to completely command the Irish chemical storage market. After a new website launch in 2012, they set their sights firmly on building a U.K. client base with a view to eventually dominating the market.

  • Strategy

    Be found by “in-market” prospects. In such a niche product sector, Safety Storage Systems needed to ensure their website could be found by those “in-market” in the U.K. i.e. those who are actively searching for and seeking to purchase their products and solutions.

    A strong focus was placed on building search rankings and visibility across a wide range of product keywords through a structured SEO programme. This SEO activity was coupled with precise paid search advertising to enable Safety Storage Systems to dominate the search space for in-market prospects.

    Become trusted thought leaders. Maverick worked closely with the Safety Storage Systems team to transform their blog and social media profiles into resourceful hubs of content and established industry media content placements and partnerships to establish Safety Storage Systems as trusted thought leaders in the field.

    Stay front of mind. With product buying cycles varying between 1 to 12 months and recurring customer needs for their solutions, staying front of mind as the go-to chemical storage manufacturer was imperative to winning both new and repeat business in the U.K.

    Brand remarketing advertising was used to reinforce Safety Storage System’s end-to-end chemical storage expertise while specific product remarketing advertising enabled Safety Storage Systems to consistently re-engage lost website visitors into the sales funnel.

Results

60%
of company revenue generated in the U.K.
62%
continued increase in U.K. sales enquiries (2015 to 2018)
Maverick have been our marketing partner for many years and have proven instrumental in helping us to expand our business into new markets. Their expert insights and approach to breaking a new market has been paramount to our ongoing success in the U.K. where we continue to experience excellent growth in our visibility, leads and sales
Tom Considine, Managing Director, Safety Storage Systems