Lab Equipment Manufacturer Increases Leads by 182%
Description
CSS has manufactured water stills and steam sterilizers (autoclaves) in Boston, Massachusetts, since 1946. Through 65+ years of research and development, CSS products can now be found in many of the leading universities and medical research and biotechnology facilities across 70 countries.
Customers continue to come to CSS because they promote a product line manufactured 100% in the USA, and they offer the industry’s best prices, functionality, predictable quality and customer experience in sales and service. With these advantages, the manufacturer was looking to increase revenue and lead generation throughB2B marketingtactics.
Challenge
CSS faced several key challenges:
- CSS’ current website was underperforming, non-SEO friendly and non-responsive. This meant Google searches were less apt to serve up the CSS website during search queries, and just as damaging, the site was difficult to access on smartphones, tablets and various other devices.
- CSS lacked a digital marketing strategy and had minimal digital marketing infrastructure and assets to build upon.
- CSS’ competitors boasted more market footprint, name recognition, market resources and overall budget.
Despite such a rich company heritage, hallmarked by quality craftsmanship and customer satisfaction, CSS’ digital infrastructure challenges and well-established competitor base meant they had an uphill battle ahead of them.
Solutions
1. Website Re-Design & Re-Build
The very first step was to re-design and re-build the CSS website in order to provide a more intuitive experience for website visitors. Strategically, this new design and functionality would more intuitively help users evaluate CSS’ offerings and pinpoint answers to their exact questions and needs. In doing so, users would be encouraged to contact CSS and become a lead. Additionally, the new website was built to search engine optimization (SEO) best practices, grounded in comprehensive keyword research and analysis.
2. Keyword & Competitor Analysis
Upon initial keyword research, Vital uncovered over 250 target keyword opportunities; in other words, chances to capture people using search engines to answer their autoclave questions, be it sales, service or otherwise. This was crucial, as competitors were outranking CSS for many of the highest valued keywords.
3. Target Audience Research, Content Idea Brainstorming
Like many companies, CSS has a distinct sales offering for its five key target demographics. Each audience has different pain points, and each has unique motivations for purchase. To satisfy each audience, Vital crafted a content strategy that provided each audience with topics they would find helpful and engaging.
4. Continuous Content Creation
While implementing a content strategyiscrucial, it will not amount to much if it is not repeatable and everyone is not on board.
Impact
CSS’s increase in keyword rankings led to an 59% increase in overall, quality website traffic, (a 107% increase in organic traffic) and this new traffic led to a 177% increase in “Request a Quote” leads generated through the website.
Thanks to new micro-conversions added to the website (such as a downloadable ebook and webinar), CSS was able to also increase their monthly email subscriptions by over 200%. And CSS even experienced an over 100% increase in social media traffic to the website.
