Engineering New Product and Device Firm needs Quality Web Leads

Problem: This company sells complex services for engineering new product and devices in the manufacturing and medical industry. The client was somewhat skeptical, but wanted to develop a strategy that would enable the web site to provide qualified leads for the sales force.

Solution: Market-Vantage provided Internet marketing consulting services to understand their business goals and determine the most effective Internet marketing programs, redesign their site content and navigation. We interviewed their customers to understant why they chose this company as a vendor against their competitors. We analyzed the company's competitors' web sites to understand how our client could compete against them online. Market-Vantage made recommendations for site content and redesign based on our research as well as conversion collateral.

Market-Vantage also researched relative inbound link opportunities. Market-Vantage created search engine marketing ad creative content and manages campaigns to drive immediate traffic to specific conversion collateral. We implemented marketing campaign tracking and ROI measurement tools to maximize keyword and ad performance, ensure ad cost effectiveness and monitor resulting traffic overall.

Marketing ROI Results:

Campaigns provided a 8% to 14% conversion rate to calls to action. Web site traffic more than doubled within two months of publishing the redesigned web site and implementing all search engine marketing programs. White papers offered on the site are providing qualified leads to the sales force. Tracking and ROI measurement identified search engine demograhics as related to their product design services and clearly identified the target search engines for search engine optimization. Keywords that provided the best conversion were identified and also became the focus for search engine optimization. Top 10 to 20 positions in the Top 10 search engines provided new visitor traffic for their target keyword phrases.