THE PROBLEM
Headquartered in Memphis, Tennessee, Barrow-Agee Laboratories is a full-service food safety and quality lab offering comprehensive testing services for multiple food-based and non-food industries. They are the perfect complement to existing internal labs and can also serve as a complete outsourced testing provider.
For more than 100 years, they have provided the capabilities and capacity of major labs with the accuracy, service, and responsiveness of a local team. Barrow-Agee has the flexibility to scale capacity to support its clients’ testing needs — however big or small.
To take their business to the next level and increase awareness of their full-service testing capabilities, they needed a stronger web presence, consistent engagement with prospects and existing customers, and support with their trade show efforts. Barrow-Agee partnered with NgageContent to develop an entirely new web presence to increase site traffic and lead capture, engage and inform prospects more effectively, and increase overall awareness of their firm at industry trade shows.
THE SOLUTION
Our first course of action for Barrow-Agee Laboratories was to build a highly optimized website. We conducted extensive keyword and competitive research around the numerous industries they serve as well as their extensive testing capabilities and optimized the site structure and content with these in mind. To ensure their new site consistently operates at the highest level, we perform monthly search engine optimization (SEO) and conversion rate optimization (CRO) reviews.
The NgageContent team also manages ongoing email marketing and social media support to engage Barrow-Agee’s audiences through those channels and to further increase traffic to their site. Each month, we prepare a series of blog topics and develop highly optimized inbound content covering everything from industry news to new capabilities and thought leadership to demonstrate their capabilities to their audience and increase site traffic.
NgageContent also manages ongoing digital ads on Google and LinkedIn using highly targeted audiences. We identified a number of keyword opportunities and built campaigns around them, including competitive campaigns designed to protect their competitive position in search results and win more traffic from competitors. Our inbound team manages the campaigns on a monthly basis, refining messaging, images, targeting, and more to ensure the lab benefits from both organic and paid opportunities.
To support their team in the sales process, the NgageContent team also created a library of various sales materials on their lab testing capabilities. We also developed numerous trade show elements to help the lab make a strong impression at food-related conferences and events, including banners, presentations, and more.
THE RESULT
With a new and improved website as well as an inbound marketing strategy in place, Barrow-Agee received a substantial increase in inbound leads within the first weeks of their website launch. Lead capture continues to increase with each month thanks to our ongoing content efforts and digital ads support. The NgageContent team also continues to identify new ways to improve conversion rates and increase site traffic through our ongoing SEO and CRO work.
Not only has Barrow-Agee benefited from increased lead flow, but they have also significantly increased their month-over-month organic traffic and search engine results page (SERP) positions. The lab saw a 100% increase in SERP positions in one month alone and continues to see their content climb higher and higher in results as more and more companies seek out their services to stay in compliance, protect consumers, and ensure the safety and quality of their products.