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Fisher Tank Company turns to content marketing for lead generation

For a manufacturer of steel water tanks, integrating a B2B content marketing strategy was akin to being a fish out of water for the Pennsylvania-based Fisher Tank Company but the results speak to the success of breaking with tradition and embracing an inbound marketing strategy.

Almost since the time of the founding of the company in 1948, Fisher Tank Company had relied on cold calling, word of mouth referrals and repeat customers as their marketing strategy. It manufactures above-ground welded steel tanks - servicing clients in the fuel industries, waste water, pulp and paper and other municipal areas and with highly specialized products, the sales cycle runs long and the projects are multi-million dollar undertakings. When Fisher looked to the Weidert Group, the B2B Inbound Marketing Company to attract more qualified leads and activity on their website, they had no idea how well suited they were for the change.

According to the Weidert Group, just 12 weeks after implementing its inbound marketing strategy, the overall web traffic increased by 119 per cent with a 4,800 per cent increase in traffic from social media and 3,900 per cent increase in lead conversions. The estimated value of new qualified sales opportunities in the pipeline as a result of inbound efforts totals $34m.

"We were getting traffic to our website before, but we had no further connection with those visitors, and we suspected that they weren't staying on the site very long," said Lori Riddle, of the marketing department at Fisher Tanks. "Now, we're getting information requests and quote requests daily, and getting great responses to our email campaigns. Prospects are finding us and connecting with us in ways they never had before.”

The new Fisher site - with its simplified navigation, content blog, social media and optimized for search has also been enhanced by a great story of the companies beginnings and continued social relevance. Aside from a new look on the website, they included calls-to-action to download content of interest and value to prospects (primarily engineers, owners and facility and project managers). They also integrated a blog with social sharing abilities, established company social media profiles, and optimized the site with the goal of getting Fisher found in more searches. Just this past week, the Fisher blog featured an article called "Ten Great Water Tanks with a Message" that included photographs of some of the countries best water tanks, including one at the University of Connecticut with the schools insignia and the candy striped water tank in Alabama. The interesting history of each water tank clearly is a fresh and unique new approach for a manufacturer of welded steel tanks that has engaged more readers. The Facebook and social media pages are full of history and informative posts, conferences and photos about the people and places that best represent Fisher.