Revitalizing a Legacy: How an Industrial Manufacturing Supplier Engineered a Digital Transformation to Unlock New Online Lead Channels and Measure Marketing ROI with Precision

Challenges:

This traditional industrial manufacturing supplier faced several critical challenges in the modern digital landscape. Their outdated website provided a poor user experience and lacked mobile responsiveness, alienating a significant portion of potential visitors. They also struggled with a lack of online presence for many of their specific product lines and services, leaving them invisible to online searches. A major hurdle was the difficulty in tracking the ROI of their traditional, often unquantifiable, marketing activities. Finally, their long sales cycles and the inherent complexity of their product offerings required extensive, detailed explanations that were not effectively communicated through their existing channels.

Solutions:

• Website Redesign & Optimization: Launched a new, responsive website with improved navigation, clear calls to action, and dedicated product pages.
• Product-Focused SEO: Conducted in-depth keyword research for specific industrial components and machinery, optimizing product pages and creating technical content to rank for these terms.
• Video Marketing: Developed a series of explanatory videos showcasing product demonstrations, manufacturing processes, and client testimonials to simplify complex offerings.
• Google Ads & Retargeting: Ran highly targeted Google Ads campaigns for specific product queries and implemented retargeting campaigns to re-engage website visitors.

Benefits:

• Increased Website Engagement: Saw a 60% increase in website session duration (from 1:30 to 2:24 minutes) and a 40% reduction in bounce rate (from 75% to 45%) after the redesign.
• New Lead Channels: Generated a significant number of leads through online inquiry forms and gated content downloads, diversifying their lead sources from 0 to an average of 30 qualified online inquiries per month.
• Improved Sales Enablement: Sales team utilized new website content and videos to better educate prospects, shortening the sales cycle for certain product lines by an average of 15%.
• Measurable ROI: Gained clear insights into the performance of their digital campaigns, leading to a 25% increase in marketing budget allocation towards digital channels due to proven effectiveness.