Tacoma-based diesel truck repair and fleet maintenance shop, Equipment Experts, Inc. (EEI), was in need of a refresh. Their brand — including the website, email, and print collateral — no longer reflected the growing caliber of their business. In addition, EEI was missing key systems, channels, and processes to effectively generate, track, nurture, and convert warm and hot leads through the sales funnel.
We started by developing a new brand marketing strategy to realign Equipment Experts marketing with its growing business needs. Next, we redesigned and developed EEI’s website to give it a refreshing new look aimed at conversion.
Then, we used a combination of organic social, SEO and Google ads in order to increase flow of qualified leads to the business. We also onboarded HubSpot as a tool to help track, manage and nurture the acquisition of these leads through segmented email and sms marketing. All of this was backed by a robust content creation process (videos and graphics) that fueled the success of the services. Finally, we reported the results of our efforts to showcase which marketing and sales actions contributed to new business.
Lack of consistency across multiple visual aspects of the brand
Generating on-brand content that fuels marketing efforts
Drive new, qualified leads into the CRM system.
Create multi-touch automated messaging to nurture those leads into customers
Digitally tracking every footstep of a prospects journey
Customized marketing reports on what matters most
Re-designing the website to be in line with a singular brand vision
Development of lead magnets, e.g., E-Book
Design of all marketing collateral that powers marketing outreach efforts
Videos including a Library for the “Fleet Manager Series”
The client had a hard time marketing consistently and impactfully to its audience due in part to a lack of marketing materials. We worked with the client to develop a slew of dynamic marketing collateral that reflects the quality of service that Equipment Experts offers. This spread awareness of the brand and promoted an open and engaging dialogue with prospects and customers.
In parallel with the development of marketing collateral, we also crafted an educational industry specific E-Book entitled, A Step-by, Step Guide to Managing Your Fleet. The goal of this lead magnet was to entice prospects to exchange business information (email address/phone number) in exchange for access to the E-book. This established the client as an authority in the diesel service and repair space, drove lead generation efforts, and further reinforced the newly established brand look and feel.
The ‘Fleet Manager Series’ is a collection of videos on topics that help create a more profitable and safe future for owners, drivers, and fleet managers. We posed commonly asked questions and had members of the EEI staff answer them on video. This is a valuable resource for owners, drivers, and fleet managers on how to stay compliant, prolong the life of their equipment, plan and track finances, reduce stress and ultimately save money.
We helped to develop a wide variety of videos to more deeply communicate the competitive advantages of EEI in a way that words or still images alone cannot achieve. Promo videos, Customer Testimonials, How To videos & Culture videos were a few of the investments Equipment Experts made in delivering a clearer and more impactful message to its audience through the power of video.
As we built dynamic content for EEI while onboarding intelligent marketing and sales software (HubSpot), it became clear that the website had to change in order to more accurately represent the evolving brand.
We designed and structured the website to meet the overarching needs of the business by being a mechanism capable of capturing leads, passing them into HubSpot to be addressed by the sales team or to be segmented and nurtured through additional marketing communication.
We worked with the Equipment Experts team to create and deploy several Off-the-Shelf specials to be used when the shop was slow. These specials were developed and then placed within email and SMS campaigns intended to reach, segment and follow up with prospects that were most likely to buy.
HubSpot
Infrastructure of all nurturing, engagement and conversion sequences within HubSpot.
Google Ads
Marketing for the diesel repair and service industry is largely driven by intent.
SEO
Implemented a comprehensive SEO program to drive local visibility and overall website growth.
When it came time to scale, implementing a Customer Relationship Management (CRM) that connected and worked seamlessly with sales and marketing was crucial. For marketing, this meant that we were able to use the HubSpot software to create and manage content, capture leads and nurture them until they’re qualified and salesready. Plus, everything was tracked and synced directly to the HubSpot CRM. HubSpot not only accelerated the marketing impact, but it also provided the transparency to see what was working best.
We implemented a strategic blend of local and traditional SEO to enhance overall visibility. Our approach included optimizing Google Business Profile listings, building high-quality citations, improving website technical performance, and developing consistent blog content—driving stronger search rankings, increased local presence, and sustained organic growth.
Data Tracking & Custom Dashboards
Through the implementation of proper tracking, we were able to build out custom dashboards that matter most to the business. These dashboards tell the true story of the business by showcasing the actions across marketing and sales that contributed to the outcome.
Increase in average yearly leads from Google ads compared to previous 5 years.
My branding has really come together. We have a larger than life kind of brand.
AJ & his crew have a tactical, common sense approach to marketing that is about data and putting your money into places where you will get the return. With everything we have seen with Marketing Reel we have had a 30% increase in revenue YOY.
Head of Sales & Marketing at Silver Lining Herbs
AJ and his team could not have been any easier to work with! They were very responsive and kept in constant touch to ensure we stayed on our tight deadline. The final outcome truly blew us away, Again, one of the greatest investments we made in the development of the building.
Director of Operations of Wheelhouse Entertainment
Through our monthly content retainer, we have been able to affordably produce content that is on brand and effective. We are able to stay top of mind with any potential leads as well as our current clients. More importantly, we are building brand, and in the long run that is what always wins.
Director of Sales & Marketing of Equipment Experts Inc.
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