To meet this challenge, we leveraged our RH Blake Growth Road Map™ – a proprietary five-step process designed to guide marketing strategies. Initial efforts included interviews with distributors, end customers, and Finish Thompson customer-facing employees, as well as a buying journey analysis to understand their customer’s purchase process. Based on this voice-of-the-customer intel, we built out a new messaging framework that aligned more closely with Finish Thompson’s offerings.

Our research revealed Finish Thompson’s customers have a two-fold approach to finding products, and both involve online searches. The bottom line: an effective online presence would be critical to Finish Thompson’s efforts, and their current presence and messaging weren’t where they needed to be.

To change this, we developed and implemented an SEO program with three goals: improve keyword ranking, improve traffic, and improve leads. This program delivered significant results:

• Keyword ranking average position improved by 22.81%
• Visibility increased 2.76%
• Traffic increased 7%

To produce more lead generation opportunities, we developed a new Finish Thompson website. The updated and enhanced messaging on the site underscores Finish Thompson’s value in educating customers and delivering customized service that matches companies with the tailored products they need.

Their revamped site includes a pump selector tool, which allows customers to input project parameters and learn which pumps would be most suitable for their application. A distributor portal also allows customers to find distributors based on location. Market-specific pages allow customers to find products designed for their industry. These key tools have made their site more customer-centric and emphasize Finish Thompson’s solution-focused philosophy.

To further emphasize Finish Thompson’s problem-solving nature, we developed multiple case studies and white papers. This informative documentation offers crucial insights for potential customers and distributors in the chemical pump market. This approach, new for Finish Thompson, further positioned the company as a trusted source in the industry.

A secondary objective for Finish Thompson was to improve their distributor support. Because their products go to market directly and through distribution, leadership wanted to gain a better understanding of how they could support distributors. What messaging or other efforts could they provide to deliver better leads for these key partners?

We developed ongoing distributor communications and supported training programs to fill this need. These efforts allow Finish Thompson to cultivate deep relationships with distributors and stay top of mind with this audience.

Applying our proven marketing strategies, Finish Thompson succeeded in transforming their online presence and enhancing their position in the industry. Finish Thompson CEO Casey Bowes summarized this success:

“RH Blake has helped us penetrate our target markets by implementing a more end-customer focused marketing approach. Leveraging the insights gained during the initial strategy work, RH Blake has created marketing programs that have generated awareness, preference and leads among a highly technical, risk-averse audience.”