Kirby Smith Machinery | Integrated Digital Communications Campaign Drives Results

Challenge

Kirby-Smith Machinery, Inc. (KSM) is a 37-year-old distributor of heavy equipment and cranes headquartered in Oklahoma City. This fast-growing, expanding company has 13 branch locations that serve the needs of customers in five states. While the company was continuing to expand, it reached a point when it needed to evolve, so it could compete in a highly competitive regional market, continue to increase sales, and attract and retain key technical employees. KSM turned to GroundFloor Media (GFM) and CenterTable, and together they identified the following goals, where the agency could make an impact: elevate the KSM brand, implement new revenue drivers for the sales team, and recruit and retain service technician staff.

Solution

For SEO, the team initially developed a roadmap and site monitoring. It then expanded measurement and analysis, conducted SEO training, developed keyword strategies, made ongoing technical SEO improvements, and recommended site content to increase SEO performance. The team implemented a “We Are 1 Kirby-Smith” social media campaign to build brand equity and increase engagement by creating compelling videos, which ultimately fed the digital employee recruitment campaign. This included working with the KSM team to develop editorial content calendars, training the staff and building a loyal influencer following. Digital advertising started with trials on equipment, which then expanded to other products, recruitment for key positions, and tracking overall sales leads.