Xtrutech Ltd is a leading provider of extrusion technology solutions, specialising in high-quality equipment and expertise for a range of industries. Recognising the need to strengthen its digital marketing capabilities, the company sought training to enhance its online presence and improve its marketing effectiveness.

Xtrutech faced significant skill gaps in key areas of digital marketing, including Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and website optimisation. The absence of these skills limited the company’s ability to improve its visibility on Google Search and maximise its online marketing investments.

To bridge this gap, Xtrutech’s Marketing Executive, Connor Brady, completed the Digital Marketing Institute Certified Search Marketing Specialist course. This training equipped him with the necessary expertise to enhance the company’s digital marketing strategy.

Prior to the training, Xtrutech struggled with outdated Google Ads campaigns that could not be modified due to their age, as well as a newly launched but unoptimised website. The course provided Connor with the technical knowledge to:

• Develop and implement SEO best practices, ensuring that all new website content is optimised for better search engine rankings.
• Rebuild and manage PPC campaigns more effectively, leading to better budget allocation and improved lead generation.
• Enhance the overall digital marketing strategy, positioning the company for increased online visibility and potential sales growth.

The training was made possible through a UK Shared Prosperity Fund (UKSPF) grant, funded through Stoke on Trent City Council and managed by Staffordshire Chambers of Commerce’s Skills Hub. Xtrutech faced financial constraints due to changes in national insurance payments and a slowdown in its primary market. The grant played a crucial role in enabling the company to invest in training that would have otherwise been unattainable.

“Due to the changes in business national insurance payments and a slow main market, Xtrutech would not have been able to put me on the training without this grant from the Council with support from the Chamber. Therefore, the grant will enable the business to improve its PPC and SEO outcomes, which should lead to more sales and a more positive financial future for the company.” – Connor Brady, Marketing Executive, Xtrutech Ltd

Xtrutech highly recommends this grant to other businesses, especially small enterprises looking to upskill their workforce. Digital marketing training, while impactful, can be costly, and financial support can help businesses invest in crucial areas where internal expertise is lacking.

The investment in training has enabled Xtrutech to strengthen its digital marketing strategy, resulting in improved online visibility, better PPC performance, and a more optimised website. With the support of the grant, the company has been able to overcome its skills shortage and position itself for future growth.