Wilsonart.

Inbound Marketing.

Wilsonart UK is a manufacturer of quality decorative surface solutions for home and commercial projects. The company is still the UK's largest manufacturer of laminate worktops but has consistently expanded its product offering. Part of a global organisation, Wilsonart UK is headquartered in County Durham and delivers quality products to trade and retail customers.

Over 400% increase on Twitter link clicks, retweets and likes

The Brief.

Wilsonart required a long-term marketing partner to build on year-on-year growth. Sustained and systematic marketing activity was needed to support this growth by helping increase market share and drive the penetration of newer marketplaces to meet business performance targets.

To do this, the business requires improved brand awareness to support sales activity, and highlight the USPs of Wilsonart products, specifically its newer collections, as well as demonstrating the benefits of changing suppliers across its key audiences including architects, housebuilders, buyers and more.

The Solution.

Initially the r//evolution team conducted a buyer persona workshop to help the company to understand its audiences, their demographics, interests and challenges to ensure future content and activity can be fully tailored to appeal and engage these individuals. In conjunction with this, r//evolution managed the setup of Wilsonart on the global HubSpot marketing platform to provide the basis for ongoing inbound marketing activity and marketing automation.  

r//evolution now delivers an inbound marketing service on a monthly basis, to help Wilsonart meet its business objectives. The team manages all areas of activity including content marketing, SEO social media, lead nurturing, email marketing and campaign activity.  

Ongoing social media is targeted across Facebook, Twitter and LinkedIn to drive people to the website to find out more about the wide breadth of products and reiterate key messages about the benefits of working with Wilsonart. 

Regular inbound marketing activity including blogs and eBooks (which are fully optimised to support SEO activity) is tailored to engage the target audiences - refined through the buyer persona workshop - providing leads with valuable content aligned with their interests, challenges and FAQs about kitchen design, kitchen products and worksurfaces. Not only does this help to engage potential customers but it also positions Wilsonart as industry leaders, providing high-quality worksurface solutions alongside expert customer service. This content is gated to promote data capture to allow additional, future communications and encourage people through the buyer journey, turning them from leads into customers.  

This inbound marketing service includes email marketing, lead nurturing and optimisation activity to consistently improve marketing performance and help Wilsonart to achieve its business objectives.  

For inbound marketing solutions in Newcastle, Gateshead, Durham or Teesside, speak to our expert online marketing team today.  

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