Project Description
How supporting clients and prospects through complex regulatory changes using content marketing and LinkedIn sponsored campaigns helped our client – Harwood Building Control – demonstrate their expertise and passion for building standards, resulting in:
- Over 700 qualified leads
- 300,000 LinkedIn impressions
- An email newsletter database increase of +117%
- Enquiries for seminars and presentations, which led to future opportunities to bid for projects
- A significant boost in brand authority
The background: A changing regulatory landscape
Heating and powering buildings currently accounts for 40% of the UK’s total energy use. As part of the government’s drive to meet the ambitious net zero carbon emissions target by 2050, in 2019 the Future Homes Standard was launched.
The purpose of the Future Homes Standard is to bring in higher efficiency standards, with the objective that all new homes built after 2025 will produce 75-80% less carbon emissions than homes built under the current building regulations.
Changes to building regulations and associated Approved Documents were announced and came into force after a year’s transition period, in June 2023. This meant that any new building regulation applications would be assessed under the new standards, with specific focus on reducing overheating, better ventilation, and conservation of fuel and power.
The strategy: Reaching the right audience, with the right information, at the right time
A survey with Harwood clients highlighted that – due to the extent and nature of the changes – there was confusion around the evolving requirements, and therefore a need for more information was identified around how and when the new regulations should be applied.
Following a series of presentations and talks delivered by Harwood’s expert team to their clients and network, it was clear there was an opportunity for Harwood to share their expertise and offer support more widely, leading the market.
The action: Downloadable assets and paid social media
- Creation of marketing assets
Having developed a thorough understanding of the regulatory changes and how these would impact Harwood clients (and prospective clients), we distilled the information into three easy-to-digest parts. These were created as documents that could be easily downloaded and shared with clients.
- Sponsored LinkedIn campaign
Using these new assets, we launched a series of LinkedIn lead generation campaigns to target Harwood’s key audiences, pushing this content out to a much wider but highly targeted audience, increasing brand awareness as well as delivering leads. And, for the audience, provided essential insight and guidance around the changes.
- Email campaign to follow up with leads
We also designed and distributed a two-part email campaign to follow up with leads, driving further brand awareness and enquiries for Harwood.
A reminder of the results:
- Over 700 qualified leads
- 300,000 LinkedIn impressions
- An email newsletter database increase of +117%
- Enquiries for seminars and presentations, which led to future opportunities to bid for projects
- A significant boost in brand authority
Harwood’s Commercial Director Ben Cheeseman commented:
“The results of this lead generation and brand awareness campaign were really positive. From the outset, Morton Waters displayed a deep understanding of our brand and target audience, and the complex challenges they are facing. Their strategy and approach not only elevated our brand presence but also generated a substantial number of high-quality leads.”
If you’d like to explore what content marketing and sponsored LinkedIn campaigns could do for your pipeline, please get in touch with us at info@mortonwaters.com or give Michelle Morton or Charlotte Waters a call on 01892 956470.