Growing a Manufacturing Company’s Qualified Leads by 300% in Less than a Year
A manufacturing company based in Texas, this business was focused on building machining equipment in the Mining space. With the introduction of an improved technology, they were in need of advertising and organic digital services to increase product awareness, brand awareness and, of course, leads.
The Challenge: Reach Converting Customers and Raise Awareness of the Brand
In discovery talks with this company, it became apparent that their website had not been looked at professionally in roughly ten years. Apart from focusing on aspects of the business that were no longer relevant and missing context on newer projects, the site itself had a very slow response time, up to 15 seconds, to pull up the home page. The site was missing product PDFs that should have been downloadable throughout, and overall needed modernization and better flow.
The challenge was to improve the website’s accessibility, content and sales funnel to increase leads organically. We chose to focus first on building the website back to glory, as consumers would need a reliable source of information and contact to feel comfortable reaching out.
Strategy: Improving the website
While this company serves multiple markets and has done so for its entire tenure, the priority at this point was moving from a general manufacturing website to a specialized site highlighting their work in Mining equipment.
We focused on readability throughout the home page, turning engineering jargon into friendly, educational copy meant to excite the consumer. We built out a section specifically for their general Mining equipment as well as a highlighted section on the modernized technology that was reachable throughout the site.
Our work over a five month period increased website views in general by over 40% through Search Engine Optimization and website functionality improvement. We saw this company begin to rise in the search results and show up against competitor searches.
Consumers were spending more time looking through the website, too. Navigating through the different sections, we began to see what the consumers’ priorities were.
Step 2: The Challenge: Reaching Customers Organically and Through Advertising
As the website came together and we began to see leads and interest coming in for the modernized equipment, we decided it was time to truly delve into the social media and digital advertising aspects of marketing the modernized technology.
Strategy: Build up LinkedIn Social and Implement Advertising
To start, we began with capturing engaging images and videos of equipment leaving the factory. We built out edu-tainment videos highlighting the effectiveness of the modernized system vs an outdated model. In this way we began to see immediate traction on the channels we focused on, LinkedIn in particular. We increased the business’ follower count from less than three hundred to over three thousand in the span of four months. Their LinkedIn page saw an engagement rate of 6.8% engagement on average.
Our digital advertising efforts enabled us to increase the number of qualified leads coming in drastically. Through a combination of LinkedIn message ads and Google Search and Display ads, we focused on reaching out directly to the decision makers within our target market. As this client’s product is in a highly niche area, we worked with the upper management of this company to build out a specific audience targeting job levels and industries, geographic location, etc.
The implementation of all of these efforts led to a cohesive brand voice, engaging visuals and copy on all platforms, and most importantly, a 300% increase in qualified leads. In the manufacturing industry, targeting the right consumer is often a journey with forks in the road. Trust a marketing team that know your industry and the unique complications that can come up. We have the diverse experience to creatively and effectively solve your marketing dilemmas. Contact us at TugboatMarketing.com today.