NCMI (North Country Mechanical Insulators)
As a growing local company in a niche industry, North Country Mechanical Insulators faced several marketing challenges. They needed a strategic positioning and messaging plan that would resonate with their Buyer Personas, educate their prospects, and position them as a respected thought leader in their industry.
DMG helped NCMI develop a positioning strategy that elevated their company and their brand in the eyes of their ideal buyers. We helped NCMI highlight the WHY of their business, not the WHAT, positioning them as "energy advocates" and not simply insulators.
NCMI is in an industry that is only searched but so much online. That makes it even more crucial that NCMI appears on the front page for a large variety of keywords. DMG optimized the NCMI website for local search through individual web pages as well as on-page and off-page SEO strategies. Now NCMI dominates the local search results for their industry.
In order to convert prospects and position NCMI as a thought leader within their industry, DMG created content campaigns centered on a Hub & Spoke strategy in order to attract more qualified website traffic and educate online prospects. We wrote blog articles and eBooks focused around targeted topics to increase organic website traffic, demonstrate industry knowledge, and turn NCMI into the first choice for mechanical insulation in Vermont.
To increase marketing reach and online presence, DMG helped NCMI to maximize their use of social media. We provided LinkedIn strategy and training, and maintained NCMI’s social media accounts by posting relevant content regularly.
Even with an increase in website traffic and a solid social presence, much of the insulation industry is still rooted in relationships and real conversations. We helped NCMI develop a direct mail campaign that specifically targeted institutions and commercial properties. Instead of taking a “push and pray” approach, we paired the letter campaign with a dedicated website landing page to capture lead information.
President at NCMI