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How a Strategic Marketing Plan Helped Increase Website Traffic by over 1,000%

The local company protecting a region from fire

It could be said that the people at FireProTec save lives for a living. FireProTec is northern New England’s leading provider of fire protection equipment and fire safety training. They engineer and install fire suppression systems in commercial and industrial buildings. They also supply and inspect fire extinguishers and emergency lighting to businesses across the region.

That’s not work that can be taken lightly. In fact, it’s vital to ensuring safe workplaces and residences. Fire prevention is about so much more than codes and regulations; it’s about protecting lives every day.

What wasn’t working

FireProTec does important work, and it was time for more people to know about it. FireProTec had worked with the same marketing agency for many years to cover the basics of their online presence. As local competition continued to increase, FireProtec’s leadership realized they were ready to see more of a return on their marketing activities. Robert, the company’s president, knew they could be doing more to drive awareness and demand for their services—but he wasn’t entirely sure what that should look like.

When Robert connected with Delta Marketing Group, we discovered that previous attempts to redesign the company’s website and continue with traditional marketing were not driving the results Robert needed. FireProTec knew they needed to start generating demand for their services online, but the traditional website and marketing tactics were not producing enough traffic or sales-ready leads.

We knew that the FireProTec website needed to be redesigned to focus on search engine optimization and driving visitor conversions. But more importantly, FireProTec needed a strategic marketing plan that would provide a roadmap to sales and marketing success.

Main issues

  • Increased pressure from competition underscored the need for a strategic direction and goal-oriented marketing plan
  • Website was not optimized to attract and convert visitors through the use of lead-capture forms
  • FireProTec’s presence elsewhere on the web (such as Google and social media platforms) was disjointed and not aligned with other digital marketing efforts
  • Marketing results were not being tracked

Here is what we did

FireProTec worked with Delta Marketing Group to create a focused, flexible, and sustainable marketing program that would drive brand awareness online and help them reach their growth goals through true marketing ROI. Here are the steps we took to execute FireProTec’s vision of a robust digital marketing program:

Strategic Marketing Plan

The whole marketing program kicked off with the creation of the Strategic Marketing Plan. We worked closely with FireProTec’s leadership dive deep into their business, analyzing their industry, competitors, and ideal buyers. The result was a comprehensive marketing plan that provided clear focus and direction, including:

  • Setting measurable marketing and sales goals
  • Developing buyer personas
  • Defining the buyer’s journey
  • Creating a content marketing strategy
  • Outlining a social media strategy
Website Design

From a traditional, brochure-style website to a fully optimized, modern sales tool, the FireProTec website redesign focused on:

  • Attracting qualified website visitors through search engine optimization (SEO)
  • Building steps for website visitors to convert easily into leads
  • Adopting a modern, user-friendly, and mobile-responsive website design
  • Refreshing the FireProTec brand for the digital space
HubSpot Implementation

Previously, FireProtec wasn’t tracking their website traffic, conversions, keyword rankings, or any measurable marketing metrics. FireProtec needed a single, easy platform to support and track their marketing efforts. We implemented HubSpot to monitor results and enhance marketing efforts with data and automation. Delta Marketing Group handled the strategy, setup, and maintenance of the platform.

Content Marketing

To improve SEO, attract qualified website visitors, and provide helpful, relevant information to the FireProTec audience, we implemented a blog and an ongoing content marketing strategy. We produced long-form, downloadable eBooks to capture leads, and supported them with informative, SEO-focused blog articles that keep the FireProTec website fresh and performing well in search results.

Local Search Optimization

Before working with Delta Marketing Group, FireProTec was difficult to find in online search results. They didn’t show up for keywords related to their industry or their services, and their lack of online visibility was contributing toward their lackluster website traffic. Delta Marketing Group focused on improving online visibility by:

  • Optimizing FireProTec’s Google Business profile
  • Optimizing social media profiles and profiles elsewhere on the web
  • Building location-specific pages on the FireProTec website to capture local search traffic

We redesigned the FireProTec website with two goals in mind:

1. Help qualified users find the website

2. Convert them to leads once they arrived

  • Home Page Offer
  • Landing page
  • ebook
FireProTec Home Page Offer
FireProTec Landing Page
FireProTec ebook

Driving brand awareness with year-over-year increases of website traffic and contacts

The majority of consumers search for businesses online. Optimizing FireProTec’s website presence and incorporating SEO-focused content ensured they could easily be found. Not only did FireProTec climb the ranks of the local search results to appear in the top spots for the company’s products and services, but website traffic continues to increase steadily year over year.

Website Traffic by Month

Website Traffic by Month

As the content marketing program continued to attract increased website visitors, the number of visitors who converted into contacts also increased. Visitors convert into contacts by filling out forms on the FireProTec website to request information or download a free eBook resource.

Website Traffic and Contacts Generated by Month

Website Traffic and Contacts Generated by Month

Google Search Results

FireProTec previously had challenges ranking in Google search results. After implementing the Strategic Marketing Plan, FireProTec appeared in Google search results 68% more often than before starting the plan. Additionally, more people were finding FireProTec by discovering their pages through general keyword searches as opposed to searching for the FireProTec company by name. The content marketing strategy was creating more helpful resources and allowing more people to discover FireProTec’s website.

Number of times FireProTec appeared in Google search results

Oct 2016 - Dec 2016

Mar 2018 - May 2018

Google Search Results


Customers who find your listing searching for a category, product or service



Customers who find your listing searching for your business name or address

Results Roundup

  • Website traffic increased by more than 1,000% year over year
  • FireProTec appeared in search results 68% more often
  • Quarterly website visits from Google searches increased 120%
  • Quarterly phone calls from Google searches increased 122%

“There are few vendors with whom we have had such and long and successful relationship as Delta Marketing Group.

Our relationship with DMG began with a comprehensive marketing plan that provided FireProTec with a clear direction for our digital marketing. Working with a DMG consultant monthly we completely changed the direction of our digital marketing to a lead generating program that has provided us with leads for our sales reps and a better R.O.I. on our marketing investment. Throughout that process Delta Marketing has displayed a sincere interest in our company and its success. We have relied on Delta to manage our digital marketing plan and they have delivered in every respect. Without a doubt we would highly recommend Delta Marketing Group to any business looking to develop or expand their digital marketing presents.”

Robert Gauthier, President of FireProTec

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