Introduction
Restructuring Sales and Marketing in Under Six Months
Iron Age Manufacturing is a Canadian custom metal fabrication business with a strong product and a credible reputation in its trade, but almost no digital presence and a lead pipeline that depended on word of mouth. Over an engagement of under six months, I restructured its sales and marketing, coached and led the team through the change, and organized its online presence: SEO, content, social media, the website, and B2B and B2C outreach to homeowners, developers and contractors. Customer acquisition cost came down, return on ad spend went up, and the team kept a marketing roadmap it could run after I left.
How I Built It: Five Pillars of the Digital Marketing Overhaul
Built an SEO strategy around the search terms Iron Age's buyers actually use, across homeowners, developers and contractors, so the site could be found for the work the business wanted more of.
SEO Strategy and Organic Traffic Growth
Set up a content calendar and blog strategy aimed at product-related search terms, so each article had a job: bringing in a buyer who was already looking.
Content Strategy for Lead Generation
Ran a consistent social media program on Instagram and Facebook built around finished work, so the brand stayed visible between referrals.
Social Media Strategy for Brand Awareness
Built a dual B2B and B2C strategy for homeowners, developers and contractors, using personalized email campaigns and structured LinkedIn outreach to reach each group on its own terms.
B2B and B2C Marketing Strategy for Client Base Expansion
Reworked the website's content and navigation so buyers could find the right product faster, and took friction out of the path to an enquiry.
Website Optimization for Conversion Improvement
Sales and marketing restructured in under six months
01
Team coached and led through the change
02
Online presence organized across search, content, social and the website
03
Customer acquisition cost lowered
04
Return on ad spend increased