Marketing at Advanced Handling

Maddie believes strong marketing is essential when delivering goods lifts and lifting solutions. It is not about promoting equipment but helping businesses understand how the right solution can improve their day-to-day operation and solve their challenges.

Customers often have questions, particularly if they have never purchased a goods lift before. Clear, consistent marketing helps guide them through the process, providing reassurance and making the journey from before the enquiry to installation more straightforward.

Marketing also allows Advanced Handling to demonstrate expertise, communicating the business as a trusted manufacturer for high quality, reliable lifting solutions.

No two days are the same for Maddie, but her role centers around managing campaigns and keeping marketing activity moving forward.

She begins her day by reviewing priorities and checking in with the marketing team to ensure everything is on track. Throughout the day, she works across campaign management and reviewing enquiry quality to ensure marketing is generating the right type of leads.

Maddie also regularly reviews website performance and Google Analytics to understand how users are interacting with the site and identify opportunities to improve performance. Alongside this, she reports on marketing activity to the Managing Director, providing insight into what is working and where improvements can be made.

Some days involve meetings with external partners or industry associations, helping to build relationships and support the wider business strategy.

According to Maddie, one of the biggest challenges in the goods lift industry is communicating the full scope of what the business can deliver, particularly when working on highly bespoke solutions.

Many of Advanced Handling’s most innovative projects are delivered under NDA’s which can make it difficult to showcase the full extent of the business’s capabilities. As a result, marketing must find effective ways to communicate expertise while respecting customer confidentiality.

Maddie makes key decisions that influence lead quality and brand perception. She monitors campaign performance, reviews search behaviour and continuously refines marketing activity to attract the right audience.

A key focus is showing how lifting equipment works in real environments, helping customers understand practical benefits rather than just features.

Effective marketing helps customers make informed decisions. Purchasing a goods lift is an investment, so providing clear, accessible information is essential. Customers don’t just buy products, they buy solutions.

The marketing team plays an important role in translating technical details into content that is easy to understand, helping customers identify the right solution for their needs. Many businesses are unaware that a solution exists until it is clearly presented.

Maddie believes what sets Advanced Handling apart from other lift manufacturers is the company’s focus on practical solutions. If the team believes a solution won’t improve an operation, they won’t recommend it. Instead, the marketing focuses on real operational challenges and aims to educate the market on safer, more efficient ways to handle goods.

Maddie finds the greatest satisfaction knowing that marketing helps connect a customer’s challenge with the right goods lift solution.

She also enjoys learning about the different industries the company works with and understanding the operational challenges each one faces.

Maddie appreciates that her team is able to try new marketing ideas and approaches to see what works, meaning no two days are ever the same. She also enjoys being part of a team that is genuinely enthusiastic about the solutions the company creates and seeing the business continue to grow.