A B2B Manufacturer's 55.9% Organic Search Lift

About the client

The client is a leader in innovative plastic pipe and water management systems, part of a global leader in the chemical and petrochemical industry. It aims to give customers the best-performing solutions.

The challenge

Reaching offline and online audiences is hard in a highly competitive industry. The client wanted to engage specific audiences, grow sales and build thought leadership in the APAC region. Its objectives were to set up its online channels in APAC, strengthen its digital presence and online customer experience, create a marketing pull effect that grows sales, and become a leading social brand for pipe and water management systems.

What we did

Day-to-day management. We managed content updates on the website and the content strategy for YouTube, Facebook and LinkedIn, posted consistently, and replied to comments and messages.

Social media content promotion. We worked out demographics and geography, then promoted content strategically to raise brand and product awareness among target customers.

Online marketing. On-site SEO, Facebook ads and LinkedIn sponsored posts supported the plan. Keyword research and on-page work covered titles, descriptions and body text. Technical fixes improved crawling and indexing.

Email marketing. We created a newsletter and set up a newsletter funnel.

Community. We encouraged interaction through comments, replies and contests, and kept a consistent brand voice.

Reporting. We tracked follower growth, reach, engagement, organic traffic, and the leads that arrived through forms, downloads and landing pages.

Results

Over six months:

• organic searches rose 55.9%;
• average session duration rose 255%;
• sessions rose 33% and bounce rate fell 30.8%, showing more engaged visitors;
• Facebook likes rose 4,760% and content reached more than 80,000 people in the target audience;
• LinkedIn impressions and interactions also grew strongly.

Results in context

All figures cover the six-month campaign. The search and website figures, which are organic searches, session duration, sessions and bounce rate, are changes in website analytics. The Facebook figures are growth in page likes and reach among the target audience.

For an industrial brand in a technical category, longer sessions and lower bounce rates are an early sign that visitors find the content useful, which is the first step towards better leads. Social growth shows whether the brand was becoming visible to the people it wanted to reach in the region.

A rise as large as 4,760% implies a very small starting audience. The source gives no absolute follower counts, and does not say which period each change is measured against, so the percentages are shown as reported. The source also does not assign the LinkedIn figures clearly, so we describe LinkedIn growth in words only.