CASE STUDY: Manufacturing Company Marketing

The Challenge

S&E Specialty Polymers had a very old HTML website that did not accurately represent their business, nor did it perform well in search. With very little inbound traffic and no clear online lead generation strategy, the company was struggling to generate new leads and customers from their online presence.

The Goal

  • To create a new company website to provide customers detailed product information, but do so in a controlled manner that incites action and captures information for lead generation.
  • To build a foundation for future online initiatives improve the value of b2b online lead generation for manufacturing.
  • To establish a consistent pipeline of qualified leads to help sales grow company revenues.
  • To develop processes and systems to nurture leads and control the flow.
  • To easily generate reporting and analysis on the full funnel, from internet marketing activities through sales.

The Solution

Gold Promotion created a WordPress website based on the Genesis Framework, to serve as a foundation for the company’s online efforts. The website is architected to perform well in search, and.includes detailed product information and multiple funnels to capture customer lead information.

Since the business serves international markets, the website also translates to a wide variety of languages. The site was built with conversions and user experience in mind, and it has fast load times and is easy to update and manage.

A search engine optimization campaign was launched to secure top search positions for strategic keywords and phrases across both Google and Bing. The campaign targets user searches that have high economic value and strong user intent in order to capture the best quality traffic.

Paid advertising is used to augment search engine optimization and provides additional traffic that is extremely targeted, allowing the company to quickly test new keyword strategy strategies as well as to provide support for business initiatives when fast results are needed.

Strategic outreach for both link building & PR increase exposure through industry/media coverage and support search engine optimization efforts. Targeted placements aim to drive qualified traffic as well as build overall authority.

Additional technologies for analytics, lead tracking, marketing automation, and CRM round out the stack; providing the company with a comprehensive marketing platform built from industry-leading technologies.

The Results

Within the first 2 years of the campaign, the company went from less than 50 visits per month to over 1000, with a lead flow that increased more than 500% year-over-year.

In late 2017 S&E Polymers was acquired by Aurora Plastics. At the end of the sespoly.com campaign the website was receiving around 200 unique visitors per day; impressive results considering that it was only receiving 2-3 per day when the campaign started.

Ultimately, the sespoly.com domain was absorbed by the parent company. The website dominated the industry SERP’s with PPC advertising and had hundreds of first-page organic search rankings, which after proper 301 redirections, were passed to the domain of the acquiring company. Not a bad bonus for Aurora Plastics.

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