Competitive Digital Presence
Client
McGill Restoration
Timeframe
September 2023-September 2024
Services
Social Media Management, Digital Marketing, SEO, Web Management
Project Overview
In 2023, I held the position of Marketing Manager for McGill Restoration, a prominent construction and restoration company based in Nebraska. With over four decades of experience, McGill Restoration has built a reputation for delivering exceptional services in preserving historical landmarks, repairing commercial structures, and maintaining infrastructure integrity. The company is renowned for its expertise in combining innovative restoration techniques with an unwavering commitment to quality and precision.
The challenge presented to me was to amplify McGill Restoration’s digital presence, creating a strategy that positioned them as the leading construction and restoration company in Nebraska. At the same time, I needed to support their goal of driving client inquiries and building long-term brand recognition. However, there was a unique challenge: I stepped into the role as the sole marketing personnel, following a full marketing team that had previously handled these responsibilities. It was a significant role to fill, requiring a combination of creativity, strategic thinking,
My Approach
To meet this challenge, I developed a multi-faceted marketing strategy aimed at building a strong and consistent digital presence while emphasizing McGill Restoration’s unique value proposition. My approach centered around three core pillars:
Content Development:
- I created a content calendar to produce regular, high-value content tailored to the company’s target audience.
- This included writing detailed case studies that highlighted their success in challenging restoration projects, blog posts that positioned McGill as thought leaders in the construction industry, and educational materials to showcase their expertise.
- High-quality visuals, such as before-and-after project photos and client testimonials, were integrated into the content to build trust and engagement.
Optimizing Digital Platforms:
- I performed a comprehensive audit of the company’s website, identifying areas for improvement in design, SEO, and user experience.
- Key service pages were optimized with clear, actionable content that made it easy for potential clients to understand their offerings and reach out.
- On social media, I curated a professional and visually appealing presence, emphasizing McGill Restoration’s craftsmanship and unique approach. Platforms like LinkedIn and Facebook became key channels for sharing updates, case studies, and success stories.
Targeted Engagement Campaigns:
- I designed and executed targeted email marketing campaigns to re-engage previous clients and keep current prospects informed of McGill’s offerings.
- Social media ad campaigns were launched to drive awareness and website traffic, leveraging geo-targeted ads to focus on Nebraska and surrounding regions.
- I collaborated with industry partners to amplify McGill’s reach and generate new business opportunities.
Results
The strategic marketing initiatives led to remarkable outcomes:
- Increased Engagement: McGill Restoration’s digital channels saw a substantial boost in traffic and interactions, with website visits growing significantly over a short period.
- Client Inquiries: A steady stream of client inquiries was generated, with many potential clients reaching out for consultations, estimates, and partnerships.
- Brand Awareness: The campaigns elevated McGill Restoration’s profile, reinforcing their position as the go-to restoration company in Nebraska and establishing a foundation for future growth.
- Content Impact: The high-quality content created a lasting impression, demonstrating the company’s expertise and reliability to both existing and potential clients.
This project highlights my ability to take ownership of a demanding marketing role, delivering impactful strategies and results that align with a company’s goals.