WHO THEY ARE
PSM Instrumentation, based in Haywards Heath, is involved in the design, manufacture and supply of control instrumentation and protection systems for the marine industry. PSM offer a full range of transmitters, gauges, switches and display systems for unrivalled marine tank level monitoring, an important factor in the stability of the vessel, helping to prevent capsizing.
Established over 40 years ago, in 2016 PSM was acquired by Scanjet Holding AB, and the two companies’ combined offered an even more comprehensive product range for the marine market. More recently in 2022, Alfa Lavel acquired Scanjet, and now PSM is also part of the Alfa Lavel portfolio of companies. Between them they offer an unrivalled range of technological solutions for marine applications.
WHAT THEY DO
PSM offer a total package of advanced marine instrumentation software systems and application solutions for designers, ship builders and end users, to ensure vessels operate efficiently and reliably and are compliant with all legal, safety and environmental regulations. The versatility of their range of transmitters and solutions enables them to deliver complete tank monitoring systems for many different applications, across all types of vessels.
Copyright: Scanjet PSM
WHAT THEY NEEDED
When we first started working with PSM we were originally commissioned to produce a new website, and then carry out monthly marketing activity, involving an e-newsletter, blogs for the website and PR activity.
WHAT WE DID FOR THEM
When we were tasked with producing a new website, we undertook keyword research and then wrote the entire website copy, adding meta titles and descriptions and imagery on all pages. A new website structure was produced and the site built. Since its launch we have continued to regularly update the website, as new products have launched and with two monthly blog items. In 2021 we gave the entire website a refresh, to give it a much cleaner and updated look and feel.
Alongside the marine website, in 2020 we were asked to produce an industrial specific website for PSM, and now both the marine and industrial websites have the same branding.
On a monthly basis, we produce an e-newsletter that is distributed to almost 3,000 subscribers. The e-news database has evolved over time and continues to grow, comprising of existing customers and prospects. Historically, we have always sent out the monthly e-news via Campaign Monitor, but in 2023 we moved over to Zoho, as it brought a number of advantages, including the ability to use this as a prospecting database with the campaign section of the software acting as a mini CRM for the company, with the ability to provide email sequencing.
The e-newsletter and one other news item are produced as blogs and added to the website each month.
In addition, we run their PR campaign and have secured numerous articles in the leading maritime trade magazines, featuring new product launches and key case studies.
More recently, from 2022 we have also run the PSM LinkedIn campaign, and have connected with target customers in the shipping and maritime industry and post twice monthly, with product launches, case studies, company news and more.
WHAT WAS ACHIEVED
Visitors to the PSM marine website have continued to grow, year on year, and the site now attracts over 1,000 visitors each month, which for such a specialist service is very good.
Our e-news distribution list has grown to almost 3,000 subscribers (and continues to increase) and our e-newsletters always achieve an open rate of 30+%, which is above the industry average, and many click-throughs to their website.
The LinkedIn campaign continues to achieve great results, and PSM followers have increased every month from just 29 when we started to now over 500 in a short period.
After a couple of challenging years due to the effects of Covid on the marine industry as a whole, PSM had a hugely successful trading year in 2023 and we look forward to continuing working with them to support and promote their growth.
Calibre Marketing takes pride in great results like these achieved by our clients. Please contact us for further information and to discuss a cost-effective campaign. The Calibre crew is standing by, ready to get you into the air and flying high.
