How a packaging and automation solutions provider’s fortunes soared after just two months of marketing activity

Increasing website traffic, engagement and sales leads through structured, integrated marketing

The context, the challenge

When Mpac Group plc first approached Copestone in early 2019, the company had recently gone through a period of reorganisation. As part of the restructuring, this global packaging machinery and automation solutions provider had sold its marketing team and assets and was looking to build fresh assets to grow the Mpac and Langen brands, and support lead generation for the sales team. Mpac had a new website, but they needed a coherent strategy for digital, social, PR and content that would make the best use of their budget and deliver the desired results.

The solution

Working with Mpac’s fledgling marketing arm, Copestone developed a 12-month integrated strategy and budget. Copestone partnered with a digital and design agency to deliver a wide range of solutions, including media relations and a search strategy to improve website rankings and increase visitors.

Copestone managed the agencies and implementation and provided optimised copy for the Mpac Group and Langen websites, LinkedIn Showcase Page copy, brochures, storyboards, whitepapers, and articles to support the website and lead generation.

The impact

Success came quickly. After just two months’ marketing activity, Mpac saw a 75% increase in website visitors, a 7.86% increase in engagement on LinkedIn, including a 480% increase in comments, 27 first-page keyword rankings, and went from no news coverage to having 12 news/review articles featured in global trade media.

Product enquiries increased: 10 new enquiries via the website, and 23 new enquiries via email. Mpac’s search engine visibility soared against that of its competitors, while the implementation of a backlink strategy, Google Tag Manager, lead capture and better signposting helped ensure the website continued to perform well in the future.