Wessler Engineering is a civil and environmental engineering firm, specializing in wastewater, drinking water, and stormwater projects, providing services ranging from master planning and design to construction administration and process energy audits.
The evolution of our working relationship with Wessler Engineering is a perfect example of slow and steady progress, with results to show for effort. What began as a website design project in 2012, evolved into our current full digital marketing engagement. One dramatic result has been a 290% increase in organic search traffic from 2013 to 2016.
Wessler Engineering has unique challenges, but the way that they address these challenges gives them a competitive edge. Time and buy-in are a challenge with a company whose content experts (their engineers) have limited time to spare. A successful partnership with an agency, or even an internal marketing team, relies on content experts engaged in marketing efforts to some extent, whether it is presenting a webinar, giving an interview to a writer who’s developing a blog post, or offering input on a case study.
Another challenge is being first in their industry to do this kind of marketing strategy. We’re in mostly uncharted territory, with no industry data to inform our starting point, from a digital marketing perspective. We had to create our initial data and benchmarks by taking risks and seeing what worked, and what didn’t.
The evolution of our working relationship with Wessler Engineering is a perfect example of slow and steady progress, with results to show for effort. What began as a website design project in 2012, evolved into a full digital marketing engagement. The results: a steady lead pipeline and new clients, increased organic search traffic thanks to regular blogging and content marketing, and major business wins as a direct result of a digital marketing program. With these wins, we were able to prove that marketing was worth the time and effort, thus steadily gaining buy-in throughout the ranks.
EVOLUTION OF A BUSINESS RELATIONSHIP
Our 4+ years working with Wessler show that we’ve provided solid service and results for our relationship and engagement to continue. Over the years, we’ve launched a new website and retooled it as needed, led an inbound marketing class for their team, and developed a pilot digital marketing consulting engagement. In 2014 Wessler graduated to a full digital marketing engagement with Mojo.
Increased Organic Search Traffic
From the middle of 2013 to the end of October 2016, we increased organic search traffic by 290%.
This is one of the best examples of slow-and-steady wins the race. Clients often want to see dramatic results after a couple of months, but the reality looks more like this chart. Slow progress and a tipping point where organic search traffic really starts to take off.
Just one of the customers gleaned via organic search traffic has provided over $465,000 in revenue since becoming a lead in 2013. Email marketing has introduced at least 15 new clients that have often utilized Wessler for more than one project. Regular webinars have been a strong asset in lead generation.
One of the cornerstone components of their strategy is to provide “outside the box” resources for their clients. This includes creative offers that appeal to their clients’ own needs to educate their communities on topics like wastewater and sanitary sewer issues. The post “Wait! Don’t Flush It” is a good example of how Wessler is standing out in their industry