Case Studies

527% More Leads for Industrial Equipment Manufacturer

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Case Studies

527% More Leads for Industrial Equipment Manufacturer

The Goals

Increase the volume of orders and gain clients at lower cost-per-lead.

The Results

527% More leads than predicted

31% Lower cost-per-lead

"LE Digital Marketing is a truly collaborative partner. They built our website, ensure we have transparent access to our website and user analytics, constantly optimize and refine our marketing efforts, and help us with creative projects such as videos, graphics, and more. They are even setting up an online store so we can increase revenue from our parts department. Like us, they are true problem solvers." - Paul Hayes, Founder, Utiliscope Corp

An industrial product manufacturer wanted to improve the volume of traffic to their website, increase leads, and grow their overall revenue. When it comes to predictions, our philosophy is to under promise and over deliver. We hope you like what you see. Below are the company’s results from September – December of 2018.

Lead Generation

During their first four months, this manufacturer received 527% more leads than expected from online search alone. The chart below shows the actual results compared to the projected baseline (shown as 100%).

Expected Leads vs Actual Leads

Paid Expected

Paid Actual

Paid + Organic Actual

Avg. Cost Per Lead

The average cost-per-lead (phone calls and online form submissions) from the pay-per-click Google Search campaigns was 31% lower than expected. Even better, these cost-per-lead values do not include organic (free) search leads, which in some months brought in more than 3X as many leads as PPC. The chart below shows the actual results compared to the projected baseline (shown as 100%).

Avg. Cost Per Lead from PPC Search Expected vs Leads Actual

New Customers and Return On Investment

With an average close rate (acquisition rate) of 25%, this client gained averages of 20% – 50% more new clients-per-month from website search traffic. Several of the sales were for multiple units, far exceeding the expected monthly profits.

Our Approach

Industrial equipment purchases usually occur after an extensive research and comparison process, requiring review and approval from multiple decision makers. When a company decides to own or rent machinery and vehicles, the units usually have to fit within a department or project budget, require highly knowledgeable sales reps and come with detailed product literature.

Because of this, we decided to focus the effort and marketing investment on online search, instead of social media and online display advertising (other than re-marketing). With search marketing, we can gain website traffic from people already in the market for our client’s products. This would be a more efficient use of their marketing budget, as opposed to interrupting people on social media and other websites, while they are trying to accomplish other networking and research tasks.

Run Our Proprietary Profit Prediction Report

We started by completing our proprietary profit prediction report we call the MOA (Market Opportunity Analysis). For each service the company wanted to advertise, we broke down our expectations for monthly results. This included the amount of leads, amount of new client acquisitions, average cost-per-acquisition, total revenue, and even total profit. This information allowed the business to make an educated decision as to which services to market.

Design A Website That Generates Leads

Before driving potential customers to their website, it was critical to make sure visitors take the main action desired: contacting the industrial equipment company to rent or buy their product. To that end, we updated a new mobile responsive website this company had built by a local agency, with clear call-to-actions (CTAs). This was done by combining enticing and informative content in a simple, user-friendly layout.

Create Ads That Drive Traffic To The Website

Next, we developed a highly targeted search marketing campaign focused on the most relevant and profitable terms people search for using Google. We then developed ads that were highly correlated to those searches. Finally, those ads lead to web pages (landing pages) that were created with information that answered the initial Google search.

Improve SEO For Free Lead Generation

Finally, we invested in long term lead generation growth by completing various on-page and off-page search engine optimization (SEO) techniques. This enables the company’s website to show in the organic (free) results on Google and Bing.