Starlight Communication’s process always begins with a strategic consultation period, so we can understand the business we are working with – who its customers are, what their industry is like, who the competitors are, what are the key sales drivers.

Initial meetings with AV2000 revealed their desire to grow new business opportunities and generate a healthy sales pipeline. They wanted to create a more modern business image with an updated brand proposition and stronger online presence.

We would achieve this via a mix of strategic marketing activities designed to increase the company’s visibility across online platforms, whilst raising its profile with target audiences.

After researching the audio visual industry, we were soon able to create a fresh program of high value online content – developing new Case Study and Blog pages on the website – that would help position the company as a respected voice and online authority in the audio visual industry.

The content produced was SEO-rich and AI-friendly to help improve Google search rankings, with a range of informative topics that we could promote via social media and email.

Website development

Using the Squarespace development platform, we refreshed the company’s website, creating new attention-grabbing visuals, slick video content, smarter copywriting and more engaging benefit-led propositions.

The entirety of the website was revised in this way, resulting in a more modern feel with a stronger sales focus.

Social media

After review we decided to focus on LinkedIn as the primary social media platform to engage with our target audience of audio visual users and buyers.

We focused on creating and deploying organic content to build a new audience naturally – using case studies, testimonials, customer photos , videos and blgos – and within just a few months we achieved large increases in the number of followers to the company’s profile page on LinkedIn. This generated strong engagement and clicks to the website.

As well as the company’s profile page, we also re-energised employees’ individual LinkedIn pages, tapping into their own online connections and nurturing growth via brand consistency and key messaging strategies.

Google ads and LinkedIn ads

To supplement the organic growth, we also developed a program of paid adverts across Google and LinkedIn to drive inbound opportunities. These were highly targeted using carefully chosen demographic, geographical and business metrics. We managed all the creative design and copywriting for this and ran the entire program from conception to completion.

Sales literature

An important part of the strategic marketing plan was to create new literature for the sales teams to utilise in order to better capture customers’ attention and convert opportunities.

We designed a series of modern, branded leaflets and a brochure to promote the company with benefit-led offerings. This became a useful tool for the sales team to use digitally; attaching the brochure file to emails in order to sell the company to new prospects.

Email marketing

To further connect with the AV target audiences, we devised a rolling eShot program, sending bi-monthly emails to selected industry lists including to the NHS, education providers, SMEs and local and national businesses. These lists were procured for their relevancy and accuracy, targeting IT Directors, Managing Directors, Project Managers and Facilities Managers.

The results were collated and presented as part of a monthly marketing dashboard.