The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
I’ve been working for Airblast Eurospray for nearly two years now and it’s been one of the most challenging companies I’ve ever had to market.
Airblast Eurospray design, install and manufacture blast rooms, spray booths, and other surface preparation and finishing equipment and it wasn’t until I started working with them that I realised just how many everyday items require some form of blasting or coating.
Airblast Eurospray clients range from the type of industries you’d expect – marine, automotive, aerospace and offshore – to the more unusual clients like soap makers (who required a facility to produce soap moulds) and fashion designers (who wanted a piece of equipment to give their jeans a distressed look).
So not only did I have to get my head around all the different equipment on offer, how it worked and what it was used for but I also needed to identify ways to promote a very specific service to a vast audience that spans virtually every market sector. Challenging right?
The marketing team and I decided that the best way to reach all these buyers was to have them come to us by making the best possible use of our website. It was therefore vital that the site be properly keyworded with specific long-tail search terms to make sure that we were picking up even the most obscure enquiries. For example, if someone is searching for “spray booth for wind turbines” or “paint booths for coating furniture” we want to make sure that they find us and are immediately confident that we can offer the service they’re looking for.
To help make sure that this was the case, we added various landing pages to the site with content that covered as many different applications as possible to reassure customers visiting the site that we could cater to their requirements. Having specific landing pages based around the type of obscure key phrases our potential clients would search for allows us to have specific meta titles and descriptions, which make us stand out in SERPs. So the searcher types in “sprays booths for aerospace” and they are immediately presented with a page entitled “Spray Booths for Aerospace” and the description underneath tells them that we manufacture spray booths specifically for Aerospace with some examples of aerospace clients we’ve dealt with in the past.
We know that Google loves content and having lots of pages that cover specific search terms is not only great for SEO but is a great way to target lots of different markets. These types of specific pages will never generate huge amounts of traffic but those who click on the links are much more likely to convert into customers.