What do you do when your target market aren't aware of the problems that your products solve?
International Gas Detectors (IGD) have been specialists in gas detection technology for over 90 years. They offer a vast and versatile product range with detector heads for every possible environment.
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What were the challenges?
Although IGD were well established within the gas detection industry, they had found that within their target industries, gas hazards and the legislation around them were not well known. Educating customers about this and answering their questions was the main priority.
Struggling for resources, IGD was looking for help redesigning their website, creating video and editorial content, as well as planning and delivering an SEO campaign.
We interviewed Hal Collier from IGD about the challenges of being a one-person marketing team on The Marketing Science Podcast. Listen below.
Our digital marketing solutions for IGD
AZoNetwork worked closely with IGD to develop a full content and website strategy to help educate customers about gas detection and the legislation surrounding the subject; with the end goal of boosting visibility.
We redesigned IGD's website, ensuring great user experience, up to date design and CRO (Conversion Rate Optimisation).
We also planned a 3-month SEO strategy, that has now been successfully running for 15 months and has supplemented the new website, increasing relevant traffic substantially.
Once the website was optimised for lead generation, we worked on integrating the new leads and analytics data with our AZoIntel platform and IGD's CRM.
The results
Designing, building and optimizing a new mobile friendly website resulted in a 72% increase in the organic traffic compared to previous years.
This led to a Year-on-Year increase in inquiries of 326%.
Recently we have also been running a Conversion Rate Optimisation (CRO) campaign, where we have showcased an increase in conversion rates of 162%.
>>>Related resourse: Conversion Rate Optimisation (CRO) for Science<<<
Integrating the lead data into their CRM and our AZoIntel platform has put IGD in a stronger position to manage the full sales cycle more effectively; generating more revenue for the organisation.
AZoNetwork have been outstanding from the start.. ...They have been incredibly helpful in our marketing strategy. From content, planning with IGD and providing opinions... so, for us, AZo is an integral part of our marketing process.
What's next?
The relationship between IGD and AZoNetwork is now entering its 4th year. Our team has become an integral part of IGD's Marketing team. This year we will continue our 6-month SEO campaign as well as our content creation and web services.
Using the latest inbound marketing techniques to deliver the right content at the right time allows us to produce these types of results. Get in touch by clicking the button below to discuss how we can support your business growth through digital marketing.
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