In 2016, BK Grain Handling Engineers celebrated
35 successful years supporting British
agriculture. They do this with services ranging
from fabrication to turnkey design and build of
massive agricultural facilities -- they'd even
achieved a Royal Warrant. Despite their success
in agri-engineering, BK now faced the challenge
of promoting its services to new markets. That's
when they hired Matt Wheeler and Firestarter
Marketing Services to help with strategy and
marketing, and through them, digital agency
Swimming Hippo...
BK sales director, Simon Bird sets the scene: 'We knew
Matt and Firestarter, and trusted his choice of web design
and development partner -- Swimming Hippo. Together,
they've transformed our online presence.'
Since 1981, BK had built an enviable reputation for
agricultural-engineering on structures across the UK.
Historically, business came via word of mouth, without
needing a sophisticated website or other technology.
We had a basic, inadequate, old website
The Wiltshire based agri-engineers had an old website,
but they admit that it was a very basic static brochure site.
And it was inadequate for the next phase of the
BK success story. Simon Bird again: 'It
focused on grain handling and didn't promote
our other highly-marketable services. They're
perfect for wider industrial application and
include planning, project management,
fabrication, Design & Build, NEBOSH Health
& Safety, electrical installation and servicing.
We do complete million-pound agriengineering
projects for some of agriculture's
most demanding customers.'
Firestarter and Swimming Hippo's challenge
was to help BK promote these services to new audiences
that wouldn't instinctively look to 'agri-engineers'. And
reduce the seasonality of BK's business.
The web development challenge
The existing brochure site was unsophisticated. It had
limited functionality and a message that didn't reflect
BK's new strategy. On Firestarter's recommendation, BK
entrusted Swimming Hippo with completely redeveloping
the site. It was a complete makeover, using responsive
site architecture, new images, new copy, BK's excellent
customer testimonials and an easy-to-use content
management system (CMS). Swimming Hippo's Joe Hirst
explains: 'A key part of the brief was to quickly and
clearly demonstrate BK's range of services. And to
optimise the site for organic web search when prospects
in targeted sectors seek BK's services.'
BK built its business on agri-engineering. Projects range
from minor fabrication to turnkey projects valued at more
than £1m. The jobs are often for massive grain handling
facilities, such as Chipping Norton's Great Taw Estate or
at the royal Windsor estate. Showcasing a portfolio of
projects, the transferable services associated with them,
and combining BK's images with fresh copywriting was a
priority.
A fast, responsive, future-proofed website
Joe Hirst again: 'The original website didn't do justice to
BK's capabilities, their ability to deliver high-value
projects to tight deadlines, and the value to customers.
Using the latest website technology and with Matt's clear
brief, we've given BK a fast, responsive, future-proofed
website. Prospects can visit on various devices and be
sure of getting BK's sales message. BK can easily add
content with the site's easy-to-use CMS, so they aren't
dependent on others to do this. Above all, the clear,
visually engaging site quickly demonstrates BK's services
and the benefits of working with them.'
Part of Firestarter's brief was to develop new business
and marketing strategies. And a tactical marketing
programme, including email marketing and e-newsletters
targeting specific new markets. As well as being BK's
main project showcase, the new website integrates with
their inbound and outbound marketing. Historically,
agriculture hasn't been an early-adopter of web
technology, However, this is changing and the new
website will engage with agriculture. Importantly, its real
strength will be engagement with buyers in other
industries -- prospects whose first action,
when seeking services, is to look online.
Hence the importance of Swimming
Hippo's work on the site's on- and off-site
optimisation and Google Analytics
integration.
The Evesham-based digital agency was a
perfect choice. As well as being a trusted
partner of Firestarter, the company, founded
in 2001, is experienced at digital marketing
strategy, web design and development. Joe
Hirst: 'We started from a low base -- 10
visits a day was 'busy' on the old site. By combining
strong search engine optimisation, Pay-Per-Click and
email marketing with a new site we anticipate
considerable improvement.'
The benefit of outsourced marketing
Swimming
Hippo
perfectly
complements
my strategic
and account
management
skills
Firestarter, an outsourced marketing specialist, was hired
in August 2016. Part of its brief was getting a new
website live by Christmas -- a target that Firestarter and
Swimming Hippo achieved. As Matt Wheeler explains:
'This is the latest of many projects with Swimming
Hippo. We had to move fast, so, once I'd agreed strategy
with BK, I assembled a mass of information, including
project images and other source material. Swimming
Hippo got these with my brief and began work on Phase 1
of the new website.'
A fine-tuned creative methodology
After working closely for years, the partners
have a fine-tuned creative methodology,
whereby Matt liaises between clients and
Swimming Hippo. The relationship's
strength comes into its own when time is
tight, as with BK, who wanted their new
website to go live quickly. Firestarter brings
business understanding, strategic skills,
account handling and finely-honed briefing
skills. Swimming Hippo complements this
with fast delivery of high-quality design, backed by
robust site architecture. And there's a great user experience
reflecting thorough appreciation of BK's
needs. Swimming Hippo also look after technical aspects
of ongoing site maintenance.
Phase 2 of the project involved ongoing optimisation,
email marketing and fine-tuning of performance based on
analytics. This phase started early in 2017. Matt Wheeler
again: 'With the site live, we embarked on further
transforming BK's web presence and online marketing.
An online service and maintenance booking system is
planned, as well as integration of BK's customer database
for targeted messaging. Looking further ahead, we'll add
more portfolio items and an e-commerce model so
customers can buy equipment and spares online.'
Firestarter and Swimming Hippo's collaboration made it
easy and worry-free for BK to benefit from a tailored
package of strategy and online marketing. Matt Wheeler
continues, 'this is yet another project where Swimming
Hippo helped us offer an enhanced service with
confidence. I particularly value how they aren't just 'web
designers', but proactively contribute to strategy. Our
relationship exemplifies great teamwork and outsourcing
in practice. It also means we're both stronger than on our
own and can offer clients like BK a wider skillset.'
Everything we want
Swimming Hippo improves all aspects of clients' online
and offline comms with creatively-driven solutions
underpinned by thoughtful strategy and a sound technical
approach. In a few months working for BK, they
transformed the agri-engineer's online presence. And they
gave them a strong, scalable, online presence that will be
the hub for future online marketing. BK are all set to
address a very different marketing environment to that in
which Simon Bird's father original co-founded the
business.
'Our new website,' says Simon, 'has everything we want
and flexibility that our old site never had. Previously, we
couldn't add new content in ways that would engage with
prospects and search engines. Now, thanks to Swimming
Hippo's user-friendly CMS, adding new services, case
studies or market sectors is easy.'
We'd recommend Swimming Hippo
With the new website working for the business,
colleagues, customers and others are positive about
Firestarter and Swimming Hippo's work. Simon Bird
again: 'Everyone agrees that this is what we needed.
While always respecting the past, we
understand how a new generation of
agricultural managers -- and decision makers in
other industries that can benefit from our skills
-- use the internet and social media. We've
embraced this wholeheartedly.'
Would Simon Bird recommend Firestarter and
Swimming Hippo? He's unhesitatingly
affirmative: 'Matt and Joe delivered everything
we wanted. They got the job done fast and smoothly. And
at the same time they freed us from specialised marketing
activity we had to do, but simply didn't have the skills or
time to do ourselves.'
Fire and water don't usually mix, but as
Firestarter Marketing Services and Swimming
Hippo have shown again, there are exceptions to
every rule!
More information
Swimming Hippo: Digital & Creative Agency
Crab Apple Way
Evesham
WR11 1GY
t:
01386 764747
e:
create@swimminghippo.co.uk
www.swimminghippo.co.uk
Firestarter Marketing Services Ltd
Suite 9, Pure Offices
Kembrey Park
Swindon
SN2 8BW
t:
01793 238 012
e:
matt.wheeler@firestarter-marketing.com
www.firestarter-marketing.com
