The Eagle Group
Transforming Industry Experience into an Award-Winning Inbound Marketing Enterprise
Client: The Eagle Group
Website: https://eaglegroupmanufacturers.com
Industry: Manufacturing
Location: Muskegon, Michigan
Company Type: Privately owned, mid-sized manufacturer of custom cast and machined parts
Our team worked with the Eagle Group, a family of metalcasting and machining companies based in Muskegon, Michigan, to help them turn their unique expertise into an effective marketing strategy. To achieve this, we used HubSpot to develop and deploy a wide-reaching inbound content network so they could enhance brand perception, educate customers and grow their business through inbound marketing.
About the Eagle Group
The Eagle Group consists of three separately run companies: Eagle Alloy, Eagle Precision Cast Parts and Eagle CNC Technologies. Together, they offer shell molded steel and stainless steel castings, investment castings manufacturing in both ferrous and non-ferrous alloys, and precision CNC machining. Each company specializes in a specific manufacturing processes, allowing the Eagle Group to deliver concept-to-completion manufacturing, providing everything customers need from one source.
Client Challenges
When the Eagle Group team reached out to us, they had recently undergone a website redesign and a rebranding process, and they were excited to put their new tools to use. Specifically, they were hearing a lot about the advantages of inbound marketing, and how industrial companies could create content based on their own expertise and use it to generate leads from their target audience. Although the Eagle Group was full of knowledge and a standout in their industry for their quality and innovation, they lacked the internal resources to effectively communicate with their audience. They also didn’t have the in-house capacity, experience or time to develop inbound marketing strategies.
Their challenge to us was clear: transform the knowledge and industry expertise from each of their three companies into something professional, visually appealing, easy to understand and capable of elevating their standing in the industry even further.
Our Solution
Initial Repositioning Through Our Digital Marketing Roadmap Process
At the start of our collaboration with the Eagle Group, we helped establish a strong foundation by taking them through our Digital Marketing Roadmap process. During our first session, we learned as much as we could about their companies, services, customers and competitive space, and designed a lead generation-focused inbound marketing plan that would help them identify, attract and convert people interested in their products or services into prospective customers.
In this initial phase, GembaWalk focuses on listening and asking questions. We’re not ready to prescribe action until all the information is on the table.
We then developed a Digital Marketing Roadmap for the Eagle Group, outlining all the tools at their disposal, from lead magnets to social media. The Digital Marketing Roadmap also suggested a course of action that would maximize results and minimize startup costs. We followed with implementation, working closely with the Eagle Group to transform their industry knowledge and expertise into a robust, holistic marketing system so that all their standout qualities would serve to generate leads and enhance their industry standing.
Most importantly, we deepened our knowledge of their companies and their processes as we developed inbound content, laying the groundwork for long-term collaboration.
Our implementation strategy included the following:
Inbound Content Strategy and Creation
From day one, we initiated an extensive content push for the Eagle Group that has now become an established network of materials. Our team helped the Eagle Group to develop a content strategy leveraging the deep technical expertise of their engineers and manufacturing experts. Central to this strategy was the deployment of the Eagle Group Blog, which now features over 150 posts, including content series on dedicated topics, along with educational materials such as eBooks, white papers, guides, videos, infographics and case studies. Visit the Eagle Group Blog for popular posts and resources.
These content creation efforts are ongoing, with input from all Eagle Group companies. Much of the content focuses on educating customers, providing useful resources, and sharing industry updates, amplifying the Eagle Group’s expertise and building trust in their brand.
Lead Magnets
In tandem with creating content, we helped the Eagle Group organically attract the right audience to their website through lead magnets, where people could exchange their contact information for free downloadable resources. By regularly producing a diverse range of lead magnets, we enabled the Eagle Group to stand out and offer value to prospective customers in a way that resonates with them, no matter which stage of the buyer’s journey they represent. Examples include:
Social Media Management
We nurtured the Eagle Group’s social media accounts to build a strong online presence and extend their reach. We made sure they had the relevant accounts for their industry and target audience. By keeping these accounts active and engaging, we provided consistent visibility across multiple platforms. We also built a new outlet to spread the word about new inbound content for the Eagle Group.
Automated Lead Nurturing
We helped the Eagle Group cultivate leads that weren’t ready to buy by ensuring their messages reached the right audiences. Alongside building a strong online presence through their website, blog and social media, we set up the automation of lead nurturing system. This includes follow-up emails and delivering relevant resources based on each user’s stage in the buyer journey, and is a cornerstone in developing and sorting leads based on their level and type of engagement.
Innovative Marketing Materials
When COVID-19 made in-person meetings challenging, the Eagle Group sales reps needed a more engaging way to present information than traditional brochures. Our team responded by designing and creating virtual welcome packets as an interactive way for prospective clients to learn about the Eagle Group companies. The feedback has been very positive, with some customers mentioning they had previously thought of foundries as “traditional and old fashioned” and were impressed by the modern and high-tech communication tools we provided.
Publishing in Trade Journals
We identified key trade journals and leveraged the Eagle Group’s existing connections, as well as new ones we cultivated, to publish existing content in new venues. We’ve adapted and published a wide range of articles based on content the Eagle Group developed through inbound marketing. Being featured in these prominent publications is social proof that the Eagle Group is pushing the entire metalcasting and machining industry forward through their leadership. It also gives existing content more “legs,” increasing reach and engagement over time.
Client Results
By the second year, we observed a marked increase in RFQ (Request for Quote) submissions through the website, reflecting growing trust in the modern system we helped build. We also helped strengthen the Eagle Group’s industry position by publishing an average of two articles annually in major trade journals, enhancing their visibility and credibility.
After three years, our client received the prestigious “Jack F. Steele Excellence in Marketing Award” from the American Foundry Society, one of the largest trade associations in their industry. This accolade underscored the success of our collaborative strategy and the company’s enhanced market standing.
We have expanded on the activities over the years, but many of the same lead funnels we initially developed continue to deliver consistent results, generating new leads on a weekly basis and supporting the Eagle Group’s ongoing growth.
Do you want to see similar results for your own company?
Schedule a consultation now to find out how GembaWalk Creative can help you harness the power of digital marketing.