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Midland Industries found themselves at a crossroads when they realized that their digital presence just wasn’t getting the kind of impact they were looking for. Despite having two new websites in development and a huge amount of industry expertise, they were still struggling to drive significant traffic to their site and had trouble effectively reaching their users.They needed a marketing strategy to help reach more potential users.
They’d dabbled in SEO and comprehensive marketing strategies in the past, but it is a complex field and their team had limited knowledge. Because of that, they’d never fully committed to a full strategy that could work to elevate their online visibility and give them the reach they wanted.To make things even more difficult, Midland’s systems and processes were not really optimized to support a large-scale marketing project. They had a small internal marketing team and, with no one experienced enough to manage a project of this size, they needed external guidance to help them navigate these obstacles and develop a solid strategy to help them grow.
Midland had initially come with three projects in mind: marketing support to complete unfinished projects, their LMS, and this an SEO marketing initiative.
Midland Industries discussed their needs with myself, outlining the challenges they were facing, particularly with their lack of experience and the internal hurdles that needed to be addressed.
Once up to speed, I was able to do a deep dive into Midland’s internal processes that were hindering these marketing efforts and then, with a clear understanding of the situation, my team was able to develop a strategic plan to drive Midland’s marketing initiatives forward.
This plan included creating content, branding elements, optimizing websites, and making sure that all of their efforts were in line with marketing best practices.
Now that we knew what needed to be done, I led a team of eight executing on a comprehensive marketing plan. We began producing SEO-optimized blog posts, creating social media materials, and making necessary UX/UI adjustments to the website.
Throughout the process, my team provided ongoing support to make sure that Midland’s marketing strategy was implemented effectively and that any new challenges were promptly addressed.
The initiative I led started in September of 2023 and quickly led to several significant outcomes.
The first was a noticeable increase in website traffic, with impressions rising from around 70,000 a month to approximately 85,000, and expected to increase by the end of the year to bring Midland closer to its ambitious goal of 140,000–200,000 impressions.
The efforts also gave Midland’s social media engagement a needed boost, with Midland enjoying higher impressions and greater traction on their posts. The new content, including eye-catching product booklets, engaging blog posts, and fresh new social media content also played a role in this boost in engagement.
Most importantly, my collaboration with Midland Industries helped to streamline their internal processes and data systems, effectively addressing the key challenges that had previously hindered their marketing efforts.
The guidance provided by my team helped Midland to optimize their internal systems, better prioritize their tasks, and set a clear path forward for their future marketing and SEO strategies.
“Kensie has helped us elevate our marketing in a way we never thought was possible. We have definitely taken our marketing to a different level, that stands out from our competitors.”
Adella Smith, Vice President of Marketing at Midland Industries
The successful partnership with Midland Industries offers some very important lessons and insights for businesses looking to elevate their online presence and overall marketing strategies.
The Power of a Strategic SEO Initiative — Midland Industries’ experience demonstrates the significant impact that a well-executed marketing strategy can have on a business. By focusing on quality content, Midland was able to increase website traffic and improve overall visibility, driving more potential customers to their digital platforms.
Importance of Internal Alignment — One of the key challenges Midland faced was the need to optimize internal systems and processes before fully capitalizing on the marketing initiative. The partnership helped them address these internal hurdles, highlighting the importance of having a strong operational foundation to support marketing efforts.
Tailored Guidance and Expertise — The collaboration with my team provided Midland with the tailored guidance and expertise they needed to navigate complex marketing challenges. This personalized support was crucial in helping them prioritize tasks, streamline processes, and execute their marketing strategies effectively.
The Value of High-Quality Content — The boost in Midland’s social media engagement underscores the importance of producing high-quality, relevant content. Eye-catching product booklets, engaging blog posts, and fresh social media content played a significant role in enhancing their online presence and resonating with their audience.
