Client: Additive Manufacturing Solutions and Service Provider.
Industry: Industrial Prototypes, 3D Printing.
Solution: Integrated Marketing Program
San-Jose, USA based start-up focused on providing additive manufacturing solutions and services to the North American continent.Having presence in the US and Canada with a growing clientele in the factory automation sector, they wanted to increase their foothold, utilize digital marketing to the max to increase their leads and expand to European region apart from North American region.
With a growing clientele the client wanted to pursue digital marketing in a big way and outsource their marketing efforts to an agency. They wanted to enter into the German, UK and Spanish markets as well while growing their awareness in the North American continent. They seemed to lack the skillset for designing a Integrated Marketing plan which could holistically fulfill their aspirations.
They were looking forredesigning their website first and conducting the promotions from there on. Resulting in improved traffic and business enquiries.
We came up with an integrated marketing approach covering promotional needs to suffice not only the North American continent but European regions as well. We proposed re-designing and content marketing approach for their English website along with local language versions targeting German and Spanish countries. A/B testing was conducted for their webpages along with PPC to run the experiment and arrive at the best combinations of the various web elements. Subsequent to re-designing we continued PPC along with organic traffic enhancement exercises.
With PPC our base aim was to maintain the CPC among the top 10% competitors along with a CTR of 5%, i.e., we strived to always have spent close to top 2-3 rankings with a CTR of 5% or above. Organic traffic also saw an improvement in terms of average page traversed per visit and average time spent on the website. Repeat visitors was maintained close to 28% (which was good for a relatively new website with several new content pages). In addition to paid advertising and SEO, our team focused their effort on high yielding display advertising avenues to get a substantial ratio of referral traffic.
