Strategy | Digital | SEO

Creating a digital strategy for a tech transformation company

Axon IT is a tech transformation company that works with clients to align business objectives with cutting-edge IT and tech to bring positive change. 


Established for 20 years, Axon’s services had evolved from largely fixing day-to-day IT problems, to aligning technology and IT with business and operational objectives.  

Their traditional marketing was ad-hoc and the look and feel was very serious and corporate, and this didn’t reflect the brand experience – which was more to the point, knowledgeable, innovative, and friendly. 
Axon wanted a marketing partner who would understand their business and the direction of their brand. They wanted to be better positioned as thought leaders in their industry and to share their latest tech knowledge with their audience. Their website was also failing to rank for relevant keywords.  


Digital marketing strategy

We facilitated an ACTIVATE online strategy workshop with the key leads at Axon to better understand their short and long-term objectives and the status of their marketing. During the session we mapped out their strategy, key tactics, and timings. 

We identified several gaps in their existing customer buying journey and set out a plan to create 6-8 relevant touchpoints for new prospects.  

SEO strategy

During a REACH SEO audit, we first found that Axon wasn’t ranking at all for their relevant keywords. We developed a strategy involving technical, on-page and off-page optimisation.  

Our work included a competitor assessment, to analyse their keyword ranking and the opportunities for Axon to rank for similar keywords and phrases. In terms of off-page optimisation – we mapped out a knowledge-based content plan to generate more relevant traffic through social media and emailer backlinks and to support their thought leadership positioning. 

Content marketing campaigns 

As a long-term partner, once we had defined the strategy and plan, we conducted monthly ROI reports to show the increase in key areas such as website traffic and time on site, LinkedIn connections, followers and engagement levels and email campaign stats.   

The ongoing campaigns ensure that marketing and sales are joined up to maximise customer relationship building. Our varied approach to content includes generating animations, podcasts, blogs, infographics, and a dedicated Axon magazine.   


Axon now has a structured approach to their customer buyer journey to build client relationships and brand awareness. Their targeted followers and connections on LinkedIn have increased significantly and since key SEO changes have taken place, the site is ranking much better for keywords. 

We have now started to work with Axon on refreshing their brand value proposition and visual identity which will take their brand to the next level and better reflect the business they are today and where they want to be in the future.  

The refreshed brand is taking a bold approach to make them stand out against competitors and to reflect their straight-talking personality. The new website user experience (UX) is currently being mapped out to optimise the target audience’s journey and ensure its super intuitive to find the information they need through to enquiry. 

office scene

About Axon IT

Axon IT delivers business aligned end-to-end cloud computing and communications solutions that empower our customers to achieve more. 



If you're ready to embrace what makes you different, then we'd love to hear from you.



Embrace Marketing is a full-service creative agency for B2B and not-for-profit organisations. Want to unlock what truly makes you different and tell the world all about it? Let's get started.

We'd love to hear from you, so if you're ready to embrace what makes you different, then get in touch.