Kirby Smith Machinery | Integrated Digital Communications Campaign Drives Results
Kirby-Smith Machinery, Inc. (KSM) is a 37-year-old distributor of heavy equipment and cranes headquartered in Oklahoma City. This fast-growing, expanding company has 13 branch locations that serve the needs of customers in five states. While the company was continuing to expand, it reached a point when it needed to evolve, so it could compete in a highly competitive regional market, continue to increase sales, and attract and retain key technical employees. KSM turned to GroundFloor Media (GFM) and CenterTable, and together they identified the following goals, where the agency could make an impact: elevate the KSM brand, implement new revenue drivers for the sales team, and recruit and retain service technician staff.
For SEO, the team initially developed a roadmap and site monitoring. It then expanded measurement and analysis, conducted SEO training, developed keyword strategies, made ongoing technical SEO improvements, and recommended site content to increase SEO performance. The team implemented a “We Are 1 Kirby-Smith” social media campaign to build brand equity and increase engagement by creating compelling videos, which ultimately fed the digital employee recruitment campaign. This included working with the KSM team to develop editorial content calendars, training the staff and building a loyal influencer following. Digital advertising started with trials on equipment, which then expanded to other products, recruitment for key positions, and tracking overall sales leads.
The results of the three-year campaign helped KSM achieve its marketing goals:
Website traffic was up 54% in 2018 and another 58% in 2019. Since the inception of the team’s work, monthly session traffic increased threefold.
KSM’s cross-platform social media following grew by 48%, engagement with these followers was up 148%, and total reach grew by 174%.
New leads for sales accounted for $6.6 million in new leads from 2018-2019, and contributed to a 58% increase in new leads during that same period.
Advertising campaigns generated new job applicants, for the hard-to-find technician roles: 61 new applicants in 2018, and 258 in 2019.