Project Description

A strategic approach to international sales

How we helped Hansford Sensors expand into new export markets

Hansford Sensors Strategic Marketing

Our mission

Hansford Sensors is a leading UK manufacturer of industrial vibration sensors. The company’s products are sold globally, through distribution and direct to OEMs and end-users. 

Working as Hansford Sensors’ outsourced marketing team, our mission was to build a strong, consistent and clearly differentiated profile for the company in a number of critical market sectors, including mining, renewables, utilities, pharmaceutical and manufacturing.  

Using our knowledge of industrial markets, and of practices such as condition monitoring and predictive maintenance, we developed an integrated programme of marketing activities, carefully planned and costed, with delivery over a 12-month period.

How we did it

We used a combination of on- and off-line marketing tools and channels, based on the PESO model. Activities included the use of PPC and SEO, media coverage in key vertical trade and technical publications around the world, white papers and video content promoted across all channels, motorsport sponsorship and attendance at trade exhibitions in Europe, North America and Australia.

The results

20% year on year business growth, a 30% increase in web traffic and enquiries, consistent top three organic ranking for critical keywords, monthly uplift in social media engagement and a steady increase in market awareness and competitive differentiation. 

Chris Hansford, Managing Director, says, “We worked with 4CM for a number of years, as our outsourced marketing team. They had an excellent understanding of our technology and markets and worked closely with our senior team and sales partners around the world to provide both strategic marketing consultancy and tactical delivery. 

4CM played a key role in helping us build our international brand, especially through the trade and technical media, and online channels. Their team provided a valuable source of independent advice, fresh ideas and innovative thinking to help us punch above our weight in a highly competitive market, traditionally dominated by a small number of major corporations.”  

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