Case study: Topwood Ltd – marketing strategy and ‘thought leadership’

Although this client was on-boarded a long time before I joined the company, we did create a marketing strategy for this client upon my starting. The first job of which was to audit the marketing efforts and the client’s assumed competitors.


The new marketing plan was a change of direction for this client and involved establishing founder Tom Gilruth as an industry expert/ ‘thought leader’ – positioning him as a figurehead and the digital face of the business.
I achieved this by creating thought-pieces from Tom once a month using the company blog, having him carry out public speaking at Wrexham Glyndwr University (a customer) which was broadcast on social media, and by having him create company videos speaking about his services and the equipment used.

Another way in which both the founder and company were repositioned as an industry expert and ‘part of the conversation’ was by focusing on top tips, checklists, infographics, news articles, and ‘how-to’ videos to get mixed but engaging and topical content out about the services and the company’s position within the industry.

Realigning competitors

The company’s chosen competitors were large, London-based, nationwide servicing companies and so it quickly became apparent that we needed to challenge this.
Changing Topwood from London focused which is where they believed their competitors were to have them focus their attention on regional companies and customers. This meant the company was spending less time travelling to and from London for one job and could travel to several areas within the region over the same time, servicing many customers as opposed to one, thus making more money.

Becoming noteworthy

One thing that needed to improve was the company’s online presence. The company was trying to position themselves as expert without building their digital presence and getting involved in industry discussion or news. Jumping on news stories with ‘expert opinion’ and focusing on generating scenario-based content which included topical cybersecurity issues and protecting confidential data, greatly improved online engagement and had people viewing the company’s social channels for the latest news within that field. Regular blogging, PR and journalism work supplemented this.

Customer profiling

Establishing customer profiles and segregating our marketing database and paid advertising – this involved the creation of email and social campaigns that were highly targeted and getting rid of the ‘one size fits all’ generic emails and social posts.
Focusing on ISO accreditation and how secure the company is, taking a ‘practice what you preach’ stance was important. Ensuring that we had the ISO accreditation on everything that was customer-facing: the company’s website, emails, social media, mentions on video etc.