Brown McFarlane is a leading steel stockholder (based in the UK) as well as a world leading specialist steel plate distributor, processor and trader. The skilled marketing team at Brown McFarlane play a vital role in developing our brand across the world and generating new leads for the business.
Marketing for a steel stockholder
What does marketing for a steel stockholder entail? A lot! On a day to day basis our marketing team get involved in lots of activities such as:
Social media posts – there’s a lot going on at Brown Mac HQ and we like to tell our followers about it - twitter and Facebook are great channels to share updates about our international expansion and what we’re doing for our clients. We also use social media to promote our attendance at many exhibitions and join in on the hashtag conversations surrounding each event. Sometimes, we ask other departments what they are working on so that we’re able to publish content about all aspects of the business.
Product brochures and inserts – as a leading steel stockholder, it’s important that we have marketing collateral to promote our products and services with professionalism. We write content for many brochures and inserts throughout the year to meet the needs of our international sales team.
Updating the website using a content management system (CMS) – our website is multilingual and we use a dynamic CMS to update content (such as adding blogs like this one!). With English, Spanish and Portuguese content on the website, we’re able to use the site to capture leads from a number of countries.
Analysing our web traffic – it’s important that we understand what the most popular pages on our site are - as well as where our traffic is coming from (Google, social media, email etc.) This allows us to measure our marketing efforts and understand what our customers want to see and find most interesting.
Passing on enquiries to the relevant sales team – our digital marketing efforts mean that we get online enquires as well as requests for data sheets etc. We’re responsible for filtering the enquiries and ensuring that they are passed on to the relevant sales team.
Generating ideas – our international pool of clients means that we’re involved in so many exciting projects across the word. It’s our job to tell our story through various channels and brainstorm for new marketing and PR ideas.