Moving in On digital marketing that delivers for industrial electrical engineers
Randoll Industrial Advanced Electrical Engineers
Developing a brand for industrial electrical engineers is one thing. Taking it to market – and turning that into measurable commercial outcomes – is another.
Randoll Industrial already had the expertise, ambition and reputation. What they needed was a digital marketing strategy built specifically for engineering firms, grounded in industrial buyer behaviour, clarity of communication, and a joined-up approach across SEO, LinkedIn and Google Ads.
This is where HeightOn came in.
On digital growth, ROI and real results
Our digital marketing for engineering companies is built around one principle:
clarity drives confidence – and confidence drives enquiries.
For Randoll Industrial, that clarity delivered:
571% ROI from the initial brand transformation
10+ new commercial contracts
35,000% growth in LinkedIn followers
700% increase in inbound project enquiries via Google Ads
£2,930 saved in wasted PPC spend
These results weren’t driven by louder marketing – but by sharper communication, better positioning, and a digital system designed for industrial buyers.
These are exactly the types of people and businesses we want to be working with. Exciting!”
Randoll Industrial Joel Randoll, Director
On Randoll Industrial: advanced electrical engineering expertise
Randoll Industrial are known for their reliability, responsiveness and deep capability as NICEIC-approved engineers. They support plant operators across the UK and machinery manufacturers across Europe – installing, commissioning, maintaining and integrating critical systems.
Their competitive edge is practical and commercial:
They understand the true cost of downtime, delays and operational inefficiency. Their challenge was communicating that expertise with the clarity and confidence they deliver on-site.
Our role was to elevate how they showed up – and create a digital presence that matched their capability and ambition.
Example LinkedIn Post
On the Brand challenge
Lighting the way in a B2B industrial marketplace
Many engineering firms don’t lose work because of capability – they lose it because their communication doesn’t reflect their expertise.
Industrial buyers search online before contacting suppliers
LinkedIn has become a core research and credibility platform
Search intent for electrical engineering solutions is growing
Competitors were failing to differentiate clearly
With a strong brand foundation already in place, we turned that brand into a demand-generation engine.
Example LinkedIn Carousel Post
On the LinkedIn strategy: building authority, reach and relevance
Before HeightOn, Randoll’s LinkedIn accounts were dormant. Their audience wasn’t.
Through a structured pre- and post-launch strategy, we:
Grew combined followers and connections from 0 to more than 1,000
Built visibility among senior engineers, plant managers and operations teams
Reached decision-makers at Amazon, Hovis, Royal Mail, Morrisons and more
Positioned Randoll as a credible, expert engineering partner
Developed a content rhythm that supported SEO, social authority and enquiry confidence
This wasn’t social posting for the sake of it – it was strategic positioning for industrial buyers.
On Content strategy: where SEO meets engineering storytelling
Industrial buyers search for answers to specific operational problems. Randoll needed to appear at the exact moment those searches happened.
We built a 20-week Insights programme that covered machine safety, automation, commissioning, control systems, plant maintenance and more.
The impact was immediate and dramatic:
14,377% increase in organic impressions
232% increase in organic clicks
1,935% increase in website interactions
(latest 90 days vs previous year)
On Search visibility: digital marketing for industrial firms that actually converts
SEO isn’t about traffic.
It’s about attracting the right engineering clients at the right time.
Our SEO strategy focused on:
Search-intent mapping for industrial and engineering queries
Optimised content aligned to engineering buyer behaviour
Local SERPs visibility for urgent operational needs
Cross-platform reinforcement through LinkedIn
On Google Ads management: making every pound work harder
Engineering firms often struggle with Google Ads because they attract the wrong traffic – or lose budget to automated fraud.
Our approach removed that risk entirely.
In the first three months, Randoll’s campaigns delivered:
4,040 clicks from high-intent users
41,600 impressions
£0.46 average CPC
354 lead-form submissions
8 direct enquiry calls
Anti-fraud optimisation added even more value
£2,930 saved in fraudulent clicks
3,217 IPs blocked
Traffic quality improved by 83%
This is the difference between standard PPC and a specialist engineering marketing agency and digital partner for industrial firms that understands technical sectors.
On Making sales easier – and maximising lifetime marketing value
Digital marketing only works when brand, content, ads, SEO and sales processes are aligned.
For Randoll, bringing these elements together built a self-sustaining commercial engine – one that supports tendering, recruitment, client trust, and long-term growth.
Discover your potential with better engineering marketing
Whether you’re scaling your electrical engineering firm through digital marketing, entering new industrial markets, or refining how you communicate your value, HeightOn helps you align brand, content, and digital performance into one joined-up system.
