As part of a renewed marketing commitment, AMF invested heavily in search engine optimization (SEO) and its website, resulting in more than half a million dollars in revenue from online leads.
In 2012, AMF’s leadership team noticed that whenever its prospects or clients took a tour of the company’s facilities, the company would consistently win the business. The team knew it needed to recreate that experience in a scalable way, so it produced a video tour of the factory that was hosted on its website. In addition, AMF launched a full refresh of the site, making its certifications more prominent, updating photos, refreshing content on a regular basis, and hiring an SEO expert to ensure that the company would not only rank high on relevant searches but also would remain hidden for searches that wouldn’t result in business.
The effort has paid tremendous dividends, with a large percentage of AMF’s new leads resulting from blind searches. Lance recounts the story of an Australian company that had just opened a small office in Texas and hired AMF through a Google search. After building parts for this new customer for a year, the customer shut down its Australian plant and moved its entire operations to the U.S., significantly expanding the relationship and AMF’s revenue. AMF was also recently featured on a television show titled “World’s Greatest,” a lead resulting from a Google search.
“No matter who you are, [your website] is who you are to the general public … especially with phones now. You would think with sheet metal that no one would be searching for us on a phone, but half of our traffic is from a phone. So, you’ve got to realize that everyone is going online just to find out who you are and what you do, so having a good website and mobile site is an important piece of that.”
Lance sees social as the next frontier. Although he understands it may not result in the same number of leads as the website, he views it as a strong platform to stay top of mind with existing clients and even friends.