A Newport-based manufacturer of ground anchoring systems is reaping the rewards of greater efficiency and eyeing expansion into new markets, thanks to a wholesale investment in a digital technology and support from Welsh Government’s Superfast Business Wales initiative.
Spirafix has created a range of versatile ground anchors used in the construction industry, as well as for stabilising playground structures, marquees and static caravans. The firm recently ditched its traditional paper trail in favour of a digital office management system and boosted its online presence - a move that resulted in year-on-year growth of five per cent and a rise in worldwide sales.
As part of its commitment to a digital business model, the firm attended an online marketing workshop hosted by Superfast Business Wales. The workshop is designed to help businesses develop their understanding of how social media and online techniques can enhance their marketing activity and widen their customer pools. The firm also received specialist, one-to-one advice on how to increase the effectiveness of its digital strategy.
Digital-first approach
Buoyed by the success of its digital-first approach, the firm is now looking to expand its product offering and widen the reach of its marketing.
“Our previous website was built in-house and was limited in its use and appeal,” said business owner, Paul Clatworthy. “It had limited impact, with online orders representing a relatively small part of our overall business, and it wasn’t easy to analyse website traffic or determine the impact of our marketing activity. We decided it was pointless having a great product if nobody knew about it and committed to embracing a fully digital approach for both marketing and office management.” Cloud software creates efficiencies
In October 2013, under new ownership, the business underwent a digital transformation. It now uses cloud accountancy software to manage jobs more efficiently – specifying product ranges, carrying out stock-takes, preparing quotes and issuing invoices and other paperwork electronically.
The cloud-based platform helps administrative staff efficiently manage everyday tasks such as staff holidays, sick leave and pay, while customers can now use PayPal to buy products through the website. The firm also plans to implement a customer relationship management (CRM) system to improve the way it communicates with its growing customer base.
In 2016, as part of the company’s wider digital strategy, the website was completely redesigned, with online directories, a dynamic content platform and news archives, and a greater focus on its products, securing more than 1,000 unique visitors per month.
“We used to print a lot of materials and had more physical marketing items, while the business’ brand had also become a little outdated,” said Louise Lewis, Marketing Manager at Spirafix and owner of ffreshdawn marketing. “Our website has become the key touchpoint for the business – helping us to sell to clients in the UK, Europe and further afield. We update our website content regularly now – it has essentially become our living sales brochure.”
Enhanced social media presence
On the back of its engagement with the Superfast Business Wales programme, Spirafix also enhanced its social media presence and increased levels of activity across a range of platforms.
“We now use social media – including LinkedIn, Twitter, Instagram and Facebook – on a regular basis to drive people to the website,” Louise added. “We do a little bit every week to update customers on new products, ensuring we are seen as current and relevant. Our next focus will be on creating a YouTube channel over the coming months. The aim was to raise brand awareness and it seems to have worked well so far as we are now in front of bigger customers, working on bigger projects that are worth more money.”