Mansea Metal.
Midwest Manufacturer Grows to 4 Locations with HLM.
Background.
When Mansea Metal came to HLM in 2019, they were positioning themselves for big growth and sought the help of an experienced agency that could build their online brand and help generate revenue for each of their locations and products.
- They were in the process of opening a 3rd location.
- They had a second business (Midwestern Buildings) operating out of Mansea Metal headquarters that confused Google.
- They recently added a new commercial panel profile line, ToughLok
- They lacked online visibility in their markets.
- They maxed out growth potential from traditional local advertising channels and word-of-mouth in KY.
- They have three target audiences: Direct End-Users, B2B Contractors, and Dealers.
- They have a seasonal product. “Dream in winter; build in summer.”
Story.
2019: A Solid Digital Foundation Yields Big Results.
Website Redesign
While the Mansea Metal website was polished and professional, it lacked a distinctive character and pride of ownership, nor did it fully highlight the superior quality, breadth, or advantages of the Mansea Metal products. Content gaps made it nearly impossible for the company to gain visibility for any of its products in any of its locations.
Our website and SEO teams collaborated to develop an expansive, user-focused website that was easy to explore and gain valuable information about the Mansea Metal systems and product lines. It included product sheets, galleries, and apps for designing a pole barn and visualizing color combinations. Most importantly, we successfully delivered an inviting user experience that reflected John and Pat's deep pride in their products, company, and dedicated team throughout the site.
Embracing Seasonality
Mansea Metal knew most of their customers dreamt of projects in the winter but acted on those dreams in the summer. HLM helped pivot marketing efforts to be heavier in the winter, capturing the attention of potential customers as they were planning, and then capitalizing on this groundwork in the summer.
Paid Advertising
To help drive traffic to the local pages, our paid team created campaigns targeting people looking for metal roofing or pole barns in the communities surrounding each location.
Local SEO
To gain visibility in each local market, our SEO team created and optimized individual geo-targeted landing pages and Google Business Profiles. When the Winchester location launched, our SEO team was able to take Mansea Metal from zero visibility to market domination for their primary keyword Metal Roof Company.
2020-2023: Adapting to Adversity for Big Wins
In 2020, Mansea Metals barely had time to celebrate its successes from 2019, when everything changed. The next three years would test our relationship and force Mansea Metal and HLM to rely on each other to share information and ideas and work collaboratively to test the strategies that would ultimately shape the future go-to-market approach of Mansea Metal.
In the face of volatile market conditions, fluctuating metal prices, competition, and global crises maintaining growth and profitability became considerably tougher for Mansea Metal. The partnership between HLM and Mansea Metal showcases the importance of mutual trust, strategic understanding, and quality over quantity.
Forging a Strong Partnership
Mansea Metal and HLM worked together to track the impact of metal prices, and economic conditions on search volume, website traffic, phone calls, and revenue. With each bringing observations, ideas, and solutions to the table, we have grown from the traditional agency-client relationship to a trusted partnership.
Focusing on Lead Quality vs. Quantity
With higher steel prices and a near-stop in consumer spending, HLM proposed a more targeted approach. Instead of casting a wide net, they focused on attracting specific segments that would bring in higher revenue. This meant an increased cost per lead and sometimes fewer leads, but the payoff was gaining jobs that were more lucrative.
Conclusion.
Over the span of 16 years, Mansea Metal's journey from inception to today stands testament to innovation, resilience, and commitment to quality from owners John Griffith and Pat Brown.
Their game-changing decision to partner with HLM for digital marketing in 2019 not only developed their online presence but also improved their brand's appeal, reaching their target audiences effectively.
Mansea Metal and HLM's partnership exemplifies that in the face of adversity, businesses can not only sustain but thrive, provided there's mutual trust, strategic alignment, and a focus on delivering value. Through calculated risks and targeted strategies, they have set a benchmark for how businesses can turn challenges into opportunities.
