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Client Story: Lankelma
A Marketing Shot in the Arm
What do you do when your marketing starts to lose its edge? When your marketer moves on, and you're left juggling the added pressure alongside the daily demands of running your business?
When Lankelma’s Managing Director, Chris Dimelow, approached us in early 2023, he was navigating a challenging period. His previous marketer had recently left, leaving the specialist engineering company’s marketing efforts in a state of flux. While the team had managed to keep things afloat, it was clear that their marketing strategy was losing momentum. He reached out not knowing entirely what support he was looking for - whether he wanted ongoing support, to train someone up internally, or help hiring someone.
The Challenge
Lankelma faced the dual challenge of rebuilding its marketing function while simultaneously driving business growth. The immediate goal was to give his marketing a proverbial “shot in the arm” and establish a consistent marketing rhythm that would allow for a smooth transition to an in-house team if that was the step they decided to take.
Chris said; “Our business keeps growing and we are doing more projects and turning over more but I don't want to just fall out of the eyesight of clients and customers.”
More broadly, Lankelma wanted to solidify its position as a market leader by achieving first page Google ranking for Cone Penetration Testing (CPT) UK through organic search. This would be accomplished by optimising website content, creating engaging blogs, building valuable backlinks, and establishing a strong online presence. Ultimately, Lankelma sought to increase market share by shifting the industry mindset away from traditional drilling methods and towards the company’s CPT approach.
The Solution
Recognising the difficulty of hiring a marketing professional without strong foundations in place, we focused on creating a robust strategy and building momentum for Lankelma. Our partnership with Chris began by developing a comprehensive marketing strategy and action plan. We delved deep into understanding their target audience and crafted a customer journey that led potential clients into loyal advocates. Robust measurement systems were put in place to track progress and optimise the marketing efforts.
Over the course of a year, we constructed a comprehensive marketing infrastructure for Lankelma. This included website enhancements, the creation of marketing materials, the amplification of the company’s online presence through social media and SEO, and support for trade shows and events. Our objective was to empower Chris with a self-sustaining marketing engine that could be effectively managed by an in-house team.
The Results
As the industry faced a downturn, Lankelma made the strategic decision to move its marketing in-house under the guidance of its parent company’s marketing team. Our partnership with Lankelma provided them with the foundation they needed to confidently transition, and we ensured a smooth handover by delivering comprehensive documentation outlining the marketing strategy, objectives, and key actions. This allowed Chris to facilitate a seamless transition and maintain a high standard of marketing throughout.
Looking forward, when Lankelma are ready to recruit their own marketing hire we will be able to support them with training, mentoring and strategic guidance. Chris said,
“Working with Ros and Katie helped me understand what to look for in that hire. I know what to look for because I’ve seen them work, and what information they need to get the message out. I’ll be much more confident now when I’m ready to interview for that role.”
We’re proud to have played a key role in helping Lankelma build a solid marketing infrastructure, and we’re ready to support them as they continue to grow and strengthen their position as an industry leader.
