Transocean Equipment Management is a worldwide supplier in the sale, leasing, and customization of new and used shipping and storage containers. With over 40 years of experience and by serving on the board of the NPSA (National Portable Storage Association), owners Bob Gaines and Benji Williams have an unsurpassed knowledge of all the available products and resources the industry offers.
Because the shipping container market has been estimated to grow 6.5% between 2018 and 2026, Transocean Equipment Management came to us (Today’s Local Media) for help with expanding their reach and customer base in North Carolina and South Carolina even more – despite having already built a reputable and established brand. Just like they think out of the box to get you the container you need, we think out of the box to develop the best customized marketing strategy to help grow local businesses.
With all of our clients, we take a customer-centric approach and create a customized strategy to increase brand awareness and drive referrals.
After working together to determine their core values and goals, our marketing experts at Today’s Local Media created a strategy to revamp their website, enhance their search engine optimization (SEO), help build local links and increase their lead generation.
Interested in learning more? Read below to see what we did to grow their brand in North and South Carolina and to see the amazing results we achieved while working with Transocean Equipment Management!
Custom website design
The first impression a potential customer has of your brand is your website. So naturally, one of the first things we do when creating a custom website is run an audit of the client’s current site. This includes diving into things like:
- The initial feel and reaction to the home page
- The navigation bar
- The value of the content
- The type of keywords they are using
- The quality of the images
- Page load speeds
- Whether or not it’s optimized for a mobile device
By comparing their original home page to their brand new custom-built page our designers developed, you can see the difference in its professionalism, level of user-friendliness and clear navigation channels.
Our team not only improved their page load speeds and optimized the site for mobile viewing, but they expanded the content on the website, improved the design to help support future marketing efforts and added new pages to support new and expanded service areas.
Search engine optimization
Search Engine Optimization (SEO) is the process of optimizing your website to increase organic traffic from the search engine back to your site. It involves making strategic changes to your content, photos, links, etc. so that search engines like Google, increase your rankings and display your site towards the top of the page of a Google search.
Because people turn to Google when researching industries, if your website isn’t displaying in the top few results of a Google search, you are losing potential customers.
To help Transocean Equipment Management improve their rankings, we implemented SEO tactics that focused on on-page optimization.
On-page optimization refers to the direct measures taken on the actual website to improve its SEO rankings. These are things like keywords, rich media (images) and local markup.
Keywords are important because they are the terms individuals are using to search on Google. For Transocean Equipment, we researched the top keywords for the shipping container industry and made sure to create new, keyword-rich content along with keyword-rich meta descriptions and title tags for each image used on their website. Even though meta descriptions and title tags are not immediately visible to users, they are an important factor to consider since they are what Google bots see when they crawl and rank a website.
We also made sure to optimize their website for SEO rankings by creating content specific to the areas they serve in North Carolina, South Carolina, Georgia and Virginia. When an individual searches for a shipping container company nearby, the results are based primarily on relevance, distance, and prominence, helping find the best match for their search. Adding location-specific business information can help Google better understand your business and make sure your website is listed.
Building local links should accomplish two things: Link back to your website and provide the opportunity to speak to your local audience and gain brand recognition.
Once we had a solid foundation with the new website and on-page optimization, we focused on building local links to help consumers and Google associate Transocean Equipment Management with the broader market they were trying to target in North and South Carolina. To do this, we focused on developing white-hat inbound links by creating business pages on sites like Google My Business, Bing Places, Facebook, Yelp and any other industry sites.
It’s important to note that you should only ever use white-hat building tactics and never place links on low-quality or spammy websites.
Last but not least, we made sure we had the ability to measure and capitalize on new and increased traffic to their website by capturing leads from different local areas. We developed a trackable and easy-to-find submission form and made their contact information clear, visible and specific to their local target market.
By doing this, we were able to significantly increase the number of form submissions they received. If you look at the chart below, you will be able to compare the number of submissions during the last three months of 2018, versus the number of submissions during the last three months of 2019 – one year after we launched their new site!
So how did we do? Transocean Equipment Management set out with a goal to expand their business into new and existing markets. In just one short year, we were able to steadily increase new traffic to their site with a record percentage of visitors being new users at 91.9%.
But the best part isn’t over yet. As the shipping container industry and SEO protocol continually evolve, so do our marketing strategies – resulting in a continuous growth of traffic to their website and increase in lead generation.
We started with a simple idea; put customer service first and always deal with local business owners honestly. Since 2012, we have helped hundreds of clients grow their business. We take pride in working with you from day one and building your trust.
Ready to partner with us and grow your marketing presence? We would love to help.