Mechanical Component Manufacturer

 The Challenge

The first half of 2019 showed a decrease in new users and sessions year-over-year with organic traffic. While goal completions increased by 11%, their monetary goal value had decreased by about 13%.
We needed to stop the decrease in sessions and new users and simultaneously increase goal completions. The goal was that increased goal completions (via RFQs) would equate an increase in monetary goal value, with year-over-year gains.

 The Solution

By adding targeted content to the site, users were able to visualize what could be done using the client’s products. We were able to more precisely target their audience using a content marketing plan focusing on specific aspects of the marketing/sales funnel. 
When analyzing product pages for this client, our team noticed that most content was overly generalized. By changing the content strategy of each product page, we were able to increase the trajectory of website engagement from negative to positive gains.

 The Results

Content marketing strategies that target the right audience have enabled our component manufacturer to generate revenue from increased website engagement. Organic search results for 2019 vs 2018 showed that our efforts helped them reach their goals:

• Goal completions increased 26%
• Goal values increased 23%
• Online sessions increased 26%

 
With a content marketing strategy firmly in place, future plans for this client include user experience improvements and mobile-first optimization. For long-term clients who may be seeing stagnant engagement, adding targeted content can provide the boost needed to engage website users and convert customers.