TYKMA Electrox
Challenge
The company sought to enhance their online marketing presence with the specific goal of improving inbound leads from other B2B companies. I met with Aaron Grimes, Director of Product Development, and David Grimes, President, in the fall of 2013 to learn more about previous online marketing efforts. TYKMA Electrox was an early adopter of SEO, and this was a key channel that drove inbound leads. The company wanted to redesign its website but was very concerned about losing traffic upon launching the new site. Unfortunately, this is something that happens fairly frequently. Businesses that specialize in website design and development are often not skilled in performing search engine optimization. Unfortunately, many new sites are launched without the proper steps taken to preserve SEO. Traffic can drop substantially, and in some cases, be lost permanently. Because we had demonstrated our expertise in WordPress website development and SEO, TYKMA Electrox hired Sixth City Marketing to help redesign the website with the goal of increasing traffic from search engines.
Solution
What We Did In this campaign, we did 3 things: Implemented search engine optimization Redesigned the website in WordPress with a focus on “design for conversion” Improved data reporting via conversion tracking in Google Analytics Search Engine Optimization We conducted extensive initial SEO research for this campaign, which consisted of: Keyword research using a number of different keyword tools. I highly recommend the Google Keyword Planner in Google AdWords Competitor research External tools that show off-site equity such as inbound links and social sharing equity. Check out Open Site Explorer via Moz.com We used this research to map out a content plan for the new permanentmarking.com website. The keys for SEO growth for the company following the launch of the new website include: Creating an active and engaging presence on major social media channels such as Twitter and Facebook Consistently adding quality content to the website on an ongoing basis Adapting to internet marketing industry trends Things change constantly and we are helping TYKMA Electrox keep up with changes in SEO and social media by working with them on an ongoing basis. Two examples of this have been establishing a presence on Instagram and making their website both mobile and mobile-conversion friendly. Website Redesign Another key to improving leads from the website was redesigning it. The website not only needed to match the new branding of the company, but it also had to have a strong call to action on essential pages. TYKMA We redesigned the website with the goal of: Making the design clean and simple to match the company branding. Having strong calls to action on key pages. Note that the most important elements on the page are highlighted (phone number at top right and the buttons on pages) with darker colors. These elements stand out even more because of the minimalistic design of the website. Consolidating information on individual product pages. We utilize a tab format to keep vital copy above the scroll of the page. Visitors could now find the information that they were looking for by clicking on the most appropriate tab (illustrated below). Data Tracking – Google Analytics Goal Tracking Prior to working with us, TYKMA Electrox did have Google Analytics installed on their website. However, they did not have Google Analytics goal tracking configured. This is the case with many clients we start working with. It’s a bonus if they have Analytics installed but it’s a huge advantage to have goal tracking properly installed. Google Analytics goal tracking provides critical data that allows you to track a specific action that a user takes on your website (via Google Analytics help). In this case, we wanted to track how many people filled out the contact and request information forms. Once configured, you’ll receive: Total number of form submissions (in this case) The channel path the user took to find your website (e.g., via search engines or via social media) The specific website URL the person landed on through your website that led them to contact you The conversion rate (of the overall website and for specific pages) This data is invaluable because it shows your impact on the bottom line. If you generate more relevant leads, it increases the probability that you’ll increase business.
Results
If you compare the data from September of 2017 to February (Feb 1 – March 2) of 2014: Overall traffic has improved 402% Search engine traffic has improved 540% Monthly leads have leads have improved 314%
Sixth City Marketing
We are a digital marketing agency dedicated to helping your business thrive through SEO, PPC, and more. With locations across the country, we have had vast experience helping various industries grow their sales and get more qualified leads in the door. From manufacturing to dental, construction, and even higher education, we...
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