As an established equipment finance provider in the USA, Somerset Equipment Finance had little brand exposure in the UK market. They approached us to help them refine their messaging to communicate with a UK audience and generate more business leads. They required an agency to be very hands-on and offer lots of support, helping to identify their point of difference in the market and build greater brand awareness amongst British manufacturers.
We began by looking at their main competitors and how a UK audience could perceive the Somerset brand. This led us into launching a small scale branding exercise to refine the visual appearance of the brand and develop a single value proposition.
Once the client was happy with the imagery and value proposition, we began developing a marketing strategy and plan of execution. The project involved data purchase, content creation published through various channels, copywriting of premium whitepapers for download, targeted email campaigns, LinkedIn advertising and regular social posting of topical news.
We have maintained SEO improvements increasing site traffic and have improved the number of key phrases in the top 10 of Google that they are found for by 44 over a three month period. By continuing to test and refine where necessary, we have steadily increased the CTR and email opens social engagement and whitepaper downloads.