Background: SIG Roofing, renowned as Ireland's largest construction supplier and a major player in the UK market, partnered with BOLT DMS to enhance their digital marketing efforts. The aim was to generate high-quality consultancy leads and drive sales for individual construction products through their online store.

Challenge: SIG Roofing faced the dual challenge of positioning themselves as a go-to consultancy for construction projects and boosting online sales of their construction products. The goal was not only to attract leads but to ensure these were of high quality and likely to convert into tangible business opportunities.

Solution:

Consultancy Leads Generation Campaign:

• Developed a targeted digital marketing campaign focusing on SIG Roofing’s consultancy services.

• Emphasised SIG’s expertise and reliability in assisting firms with their construction projects.

• Utilised SEO and paid advertising to reach firms actively seeking professional consultancy in construction.

  Sales Drive for Construction Products:

• Implemented a separate campaign to promote SIG Roofing's diverse range of construction products.

• Highlighted the quality, reliability, and breadth of their product offerings.

• Used targeted online advertising and email marketing to reach potential customers, emphasising the ease and convenience of their online store.

  Integration of Strategies:

  • Ensured a cohesive approach where both campaigns complemented each other.

  • Leveraged cross-selling opportunities between consultancy leads and product sales.

Results:

• The consultancy lead generation campaign successfully positioned SIG Roofing as a trusted advisor in the construction industry, leading to a significant increase in high-quality consultancy enquiries.

• The product sales campaign was highly effective, contributing to SIG Roofing experiencing their highest ever trading month in the online store.

• The integrated approach ensured that each campaign supported the other, maximising overall business impact.