Fletcher’s Digital Strategy: Social Media & SEO

Leading Australian insulation company, Fletcher Insulation, is at the forefront of thermal and acoustic insulation as well as a manufacturer of building membranes, for residential, commercial and industrial construction applications.

While already enjoying a strong market position, company management approached IMA to develop a digital strategy which included elements of social media and SEO. Prior to working with IMA, Fletcher Insulation had an existing presence on Facebook, Twitter and LinkedIn, but felt more could be achieved in this digital space. Part of this new direction has been establishing the brand’s presence on Instagram and growing its engagement with the consumer segment.

Fletcher Insulation’s Lindsay Pearce – Customer Activation Manager said: “We’ve launched some exciting initiatives over the past year including new products to market, industry partnerships and brand activations. IMA has helped us leverage this activity and tailor how we engage our various audiences online from specifiers and architects, through to builders, trade partners and consumers.”

With a long history in assisting some of the country’s leading building material suppliers with marketing strategies and support, IMA worked closely with the client to identify the best opportunities to achieve the company’s desired marketing objectives.

Our program with Fletcher focused on developing a LinkedIn strategy to organically grow reach and foster engagement, in turn driving follower growth. The professional audience of the LinkedIn platform was well aligned to audiences such as specifiers, engineers and architects who the company ideally wanted to reach.

Jachin Cush, Group Account Director at IMA said: “We’re proud to partner with this iconic local Aussie manufacturer. Their ‘locally made’ value proposition is also backed by strong local R&D and customer support – which is a powerful story to tell in this climate. We have relished the opportunity to help Fletcher tell their story and engage customers and prospects through these digital channels.”

The strategy included producing and posting weekly content pieces to complement existing material. New subjects covered included Australian manufacturing topics, technical advice, case studies and testimonials which were crafted to specifically appeal to the architect and specifier audience.

Additionally, the digital strategy focused on ensuring the website could drive qualified traffic to drive contact and form submissions from users of commercial value.

Results over 12 months in 2020

LinkedIn Strategy:

  • 46 per cent increase in LinkedIn followers – from 1,198 to 1,751
  • 92 per cent increase in impressions – from 34,611 to 66,413
  • 108 per cent increase in link clicks – from 976 to 2,026
  • 37.5 per cent increase in engagement rate 


  • 15 keywords are now ranking in top 3 search results on page one of Google 
  •  32.65% increase in organic traffic = 30,000 more yearly website visits. 

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