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Hascall Steel

Hascall Steel, a flat-rolled steel service center with locations across the Midwest, partnered with us to sharpen their brand positioning, boost visibility, and generate more qualified leads. As their fractional marketing director, we built and executed a comprehensive strategy spanning website, content, LinkedIn, and sales enablement.

Challenges:

  • No marketing strategy in place
  • Needed clearer, more differentiated brand positioning
  • Outdated website that wasn’t optimized for lead generation or SEO
  • Limited visibility on LinkedIn
  • Inconsistent content marketing 
  • Sales team lacked updated, professionally designed sales materials
  • No system for measuring marketing ROI or tracking lead sources
  • Needed better alignment between marketing efforts and sales goals

Our Work:

  • Developed and implemented a comprehensive marketing strategy
  • Website redesign with improved messaging, structure, and search optimization
  • Built 1,200+ new targeted LinkedIn connections for the sales team along with bi-weekly posts 
  • Managed SEO strategy and weekly email marketing campaigns to increase website traffic by over 45%
  • Designed new sales material
  • Developed PR strategy for facility expansion
  • Led weekly marketing meetings
  • Delivered monthly marketing analytics and analysis

 

Website Redesign

Hascall Steel’s previous website was outdated and not mobile-friendly, making it difficult for users to quickly find the information they needed.

The new mobile-friendly site features a modern layout, clearer messaging, and an expanding library of resources—including blog articles, videos, and gauge sheets—all designed to engage their core audiences.

We also optimized the site for SEO to improve visibility in search engines and drive more qualified traffic. The result is a professional, mobile-friendly platform that supports sales, strengthens the brand, and generates leads.

Visit Site

Brand Positioning and Graphics

Steel is a commodity, so we needed to discover and develop messaging and imagery around the key messages that makes Hascall different. Why should prospects choose Hascall over the myriad of other steel companies? We came up with the More Than Steel brand positioning and design because not only is it intriguing, but it's built on important differentiators such as domestically sourced steel, the largest unallocated inventory in the Midwest, expedited delivery and proactive service. 

New Targeted LinkedIn Connections and Work Email Addresses

LinkedIn Connections Strategy

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We help businesses grow by providing expert marketing strategy and execution without the cost of a full-time marketing director. As  Fractional Marketing Directors, we work with companies that need strategic leadership to drive brand awareness, lead generation, and revenue growth. Whether you have an internal team that needs direction or require a marketing team to handle execution, we provide a customized, results-driven approach that aligns marketing with your business goals. With over 25 years of experience in marketing and design, we deliver high-impact strategies that help businesses scale efficiently.

About | Services | Our Work | Insights | Contact

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616.889.5187
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jeff@mullermarketing.co
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65 E. 7th Street
Holland, MI 49423

5470 Thoroughbred Drive
Suite 100
Grandville, MI 49418