Client Background

Central Technology (CT) is a family-owned business which provides managed IT and communications solutions and services to clients across the East Midlands, South Yorkshire and beyond.

The Chesterfield-based firm built its reputation by providing flexible and reliable IT solutions to ambitious, growing SMEs.

Founded in 2002 with just two members of staff, the business has grown into a £3.5m turnover organisation, with £2m recurring income and more than 40 members of staff.

It has a wide range of experience and expertise, including a team of certified Cisco, VMware, Veeam and Microsoft engineers.

It has the resource, infrastructure and financial strength to provide IT and telecoms solutions, from enterprise to corporate level.

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What CT does

CT’s network utilises four major data centre locations across the UK, and because it invests in its own hardware, it retains full control of the solutions it delivers, enabling it to provide the best possible support and pricing structure directly to the end user

CT is part of the CT Group, which also includes CT Wholesale, its subsidiary which delivers services and solutions to IT and telecoms resellers looking to grow their businesses.

What sets CT apart is its ability to understand individual businesses, the challenges they face as they look to grow, and how technology can help them to achieve their objectives.

Working in a highly-competitive industry, in which most providers use similar marketing messages, CT approached Purpose Media for help in defining its unique selling points and revamping its marketing to help it stand out from the crowd.

A partnership with Purpose

CT’s brief was to bring clarity and consistency to its marketing, positioning the business to attract enquiries of higher value.

Its existing material needed elevating and the burden of micro-managing its own marketing needed moving away from its in-house team.

On top of this, a costly pay-per-click account was delivering small returns, as far as lifetime value is concerned.

To convince buyers of the additional value of working with CT rather than one of its competitors, we decided to take a slightly different approach to positioning CT in a crowded market place.

A marketing concept was developed around the central idea that rather than simply selling ICT services, what CT actually sells is a means of ‘achieving more together’, in partnership with its clients.

 

Our approach

The solution for CT was based on a two-phased approach.

Firstly, our digital team performed a complete SEO and PPC audit to identify any immediate fixes required that would have high impact.

This made immediate cost savings on monthly spend and resulted in an instant increase in organic traffic.

The second stage involved giving CT’s marketing a more strategic focus.

We did this by helping CT to provide its customers with information and advice, to position CT as an expert in its field.

We helped CT to set up, deliver and generate an audience for a technology roadshow, in Chesterfield, which was attended by more than 100 delegates.

The agenda included speakers from businesses such as Dell, Veeam, Roaring Penguin and ourselves, and enabled CT to speak directly with customers and prospects, showcase its products and services and capture delegate data for future marketing campaigns.

Our PR team secured a high level of media coverage for the event, which was also filmed by our video team for use on CT’s website, e-newsletters and social media.

Central Technology’s growth

Since working with CT, our marketing support has resulted in organic traffic to its website increasing, bounce rates decreasing by half and conversion rates increasing by more than 20%.

The average time visitors are spending on the website continues to increase, which underlines how the work we’ve carried out is attracting more relevant prospects, while the content is keeping them engaged for longer.

CT also says that although the number of leads being generated remains stable, the quality and value of them is now significantly higher.

Testimonial 

CT’s Sales Director, Richard Thompson, said: “Partnering with Purpose Media has given us more consistency with our online marketing and taken the progress we were making previously to a new level.
“Our presence online needed elevating and we’ve already seen some fantastic results from working with Purpose.
“We’re just excited to see where this can take us.”