Confidential Electrical Services
Industrial Electrical Services
Marketing Strategy, Organic Marketing Efforts, LinkedIn Management
Consolidated and strategic marketing impact
The challenge
This client is a private commercial and industrial electrical services contractor founded around 1960. Backed by decades of trade experience and strategically acquired by a major venture capitalist, the company provides comprehensive services ranging from large-scale electrical design-build construction to 24/7 emergency service. Despite being a fairly large entity in the state, the client had no strategic marketing practice in place, and the existing marketing relied heavily on paid engines. Therefore, the efforts were working against each other or duplicating efforts, with thousands of dollars allocated to paid ads and media. There was no organic content available to support that traffic, which meant the budget was getting attention that the company could not retain. Furthermore, SEO and GEO were absent, leading to missed business opportunities. The client was effectively invisible in the search and AI-driven discovery channels that decision-makers increasingly use to vet vendors, which meant qualified prospects were finding competitors instead.
“Momentum stepped in at the right time to help us align our marketing efforts. We were working on many things simultaneously and could not figure out how to tie all those actions together into one strategy. The CMO service helped us achieve strong organic traffic on LinkedIn and our website so we could slowly reduce our paid budget.”
CEO
Confidential
The strategy
Marketing audit and re-strategy as fractional CMO
Momentum stepped in as fractional CMO and audited every existing marketing effort across the website, LinkedIn, and internal documentation. The documentation on file was outdated and no longer reflected current best practices, which meant the team had been operating against a plan that no longer matched the market it was selling into. The audit covered every channel the client had touched, from paid campaigns to one-off content pushes, and became the baseline for a single strategy that replaced the fragmented approach with one clear direction senior leadership could actually track.
LinkedIn management
Momentum built a complete LinkedIn management system from the ground up: a content calendar, post creation, graphic design, and engagement management running as one connected process instead of separate tasks handled ad hoc. Performance tracking was built into the system from day one, with 7 KPIs set directly by senior leadership so results could be measured against targets the client actually cared about rather than generic platform metrics.
Newsletter and email marketing
Momentum wrote copy across every email touchpoint the client needed, including customer newsletters, the internal company newsletter, and client-facing sequences such as case study approval emails. Each sequence was built for the audience reading it. The internal newsletter kept a distinct tone from customer-facing emails while staying consistent with the brand voice established across every other channel.
Organic content creation and documentation
Momentum built a full content operation from the ground up: SEO research, content buckets, a publishing calendar, ICP development, and a marketing dashboard, all managed inside Asana so the system could run predictably instead of reactively. Content was published on WordPress and optimized for SEO to shift the client's visibility away from paid dependency and toward an organic engine that could sustain attention on its own. That shift is what let the client start pulling back paid spend without losing traffic.
In numbers
$25K
Reduction in ad spend
31K
Increase in organic traffic
55%
Average email open rate
53%
Increase in organic LinkedIn followers