First things first, we needed to nail our understanding of Greyhound Box. And what better way to do that than collaborative fact-finding sessions with various members of their team!
From their products and services to their company culture and business aims, we came away from these meetings with in-depth details about what motivates this manufacturer and what sets them apart.
Plus, plenty of newfound knowledge about corrugated cardboard – its applications, benefits, and environmental credentials!
It was then onto finding out exactly who Greyhound Box were wanting to win as clients. We call this a persona research session, which is also collaborative in nature. The floor was open for Greyhound Box to share their first-hand insight of their target customer base. That stretched from their buying behaviours to possible barriers in sales conversations.
And this isn’t just a one-off exercise at the start of a relationship! The insight we gain is constantly referred to and updated to ensure that our marketing activities keep addressing and resonating with the target audiences.
Now we had a 360° understanding of the manufacturing business, we put together a marketing mix suited to support their ambitions. This includes:
From the very start of our working relationship, we’ve been impressed by how committed Halston B2B’s are to truly understanding exactly what Greyhound Box is all about.
From the complexities of our packaging manufacturing operations to the values that are core to our culture, we feel confident that every marketing output is a reflection of exactly who we are.
Louise O’Brien
Managing Director of Greyhound Box
When we started working with Greyhound Box, their website had less than 10 pages. Details about their services were sparse, and there was very little information about the business itself. (For example, its history, culture, or client work!)
A lack of onsite content would negatively impact the website’s ability to appear near the top of search engine results pages (SERPs). Increasing their online presence was one of the core improvement aims of this full new website!
Website Mapping
To begin with, we combined our persona research work with Greyhound Box’s services to develop a website map. This ensured the site’s pages would speak to the manufacturer’s audience within their target industries.
Next, we looked at the ideal user journey onsite. This involves optimising each page’s content and layout to encourage users to stay on the website for as long as possible. From here, we developed and tweaked wireframes until we were happy with these to be put into a test site.
Content Writing
Channelling all the above research work, we planned a website of over 20 dedicated pages.
Our content team set to work, combining the session findings with our own market research. This produced copy that wasn’t just relevant and targeted to each audience, but addressed and answered their common search queries, too.
Whilst it was important for the website to accurately showcase the manufacturer’s packaging solutions, it was just as important that it gave the stage to their core business values. The environment, staff wellbeing, quality, and innovation and development are Greyhound Box’s four key drivers.
Creative Work
While our content team were busy crafting copy, our creative team were working on a brand refresh to support the onsite user experience (UX).
Greyhound Box’s old branding was centred around blocky colours that gave it a ‘flat’ aesthetic. We wanted to give it a metaphorical ‘lift’ to move away from this static look.
Introducing colour gradients gives the 2D assets more depth and a sense of texture. Plus, gradients have created more of a contrast between the static background of the website and the text on it, supporting user readability and the overall UX of the site.
To ensure brand recognition across all of Greyhound Box’s marketing activities, the new look was rolled out on all creative assets, like those used across their social media profiles. A consistent brand gives that instant sense of professionalism and helps to signal credibility.
The new site went live in March 2023, but that wasn’t the start of our work on their website! From the get-go, we worked with Greyhound Box to develop onsite content (like blogs) to enhance their visibility in the SERPs. Once the new website was live, our work to strengthen their SEO (search engine optimisation) could really step up.
More targeted pages now include more of the keywords Greyhound Box are looking to rank for in search engines. Combining this with a blog that is now navigable from the website itself (the previous one was hidden!), and our SEO considerations are really starting to come to fruition.
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And remember, website projects are never finished. It’s an ongoing activity to maintain, update, and add to the website. We regularly update Greyhound Box’s site with fresh blog content to support best SEO practice!
We’re also using tools such as Google Analytics 4 (GA4) to analyse the performance of the overall site and individual pages. This helps ensure the content is working to draw in (and keep) the desired audiences for this packaging manufacturer’s marketing.
A complete overhaul of a business’s website is a pretty daunting task, but it’s one that the Halston B2B team made as smooth as possible! They broke the project down into clear, manageable areas and were always on hand to answer any of our questions.
We’re chuffed with the professional look and ease-of-navigation the new site offers to our audience, and we’re looking forward to continuing our work with Halston B2B to analyse and refine the site’s performance to deliver the biggest impact.
Matthew Kay
Assistant Commercial Manager of Greyhound Box
We told you we were running a whole host of packaging manufacturer marketing activities for Greyhound Box!
Public Relations
We provide Greyhound Box with a variety of public relations activities, ranging from gaining coverage for their latest piece of business news to developing opinion pieces.
Social Media
Last but not least, social media. A marketing mix just wouldn’t be complete without it, and it’s not simply there to tell people about your product! It’s there to tell your audience about you as a business, and that’s something Greyhound Box were keen to channel through their social accounts.
Company culture is a core aspect of this manufacturer’s brand identity. Our creative team saw the addition of video assets to their social media strategy as the most engaging opportunity to showcase this integral part of their ethos, whilst adding a lively variety of content into their posts.
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Find out how we could box up an all-encompassing marketing strategy for your packaging manufacturing business by contacting our team.
