Extronics develop technical solutions for worker safety, accountability and asset management. They serve customers around the world from industries such as oil and gas, chemical, pharmaceutical, and mining.
With a niche market and a 12 month sales cycle, delivering engaging content to the right audience was always a real challenge.
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What were the challenges?
Extronics traditionally faced many marketing challenges, which included: Targeting a niche market, educating multiple key stakeholders across technical material and managing a sales cycle over 12+ months.
The marketing team had previously struggled with their Google Ads targeting and getting the right traffic to their site, so they approached AZoNetwork to help them find strategies and solutions that would support their goals.
Digital marketing solutions for Extronics
The AZoNetwork SEO team created a strategy for Extronics, increasing the efficacy of their website's solutions pages. The comprehensive keyword research, content auditing and fine tuning led to greatly improved results in the page's rankings.
The in-depth knowledge of the AZoTeam has streamlined Extronics' Google Ads efforts, decreasing the cost per click and increasing conversions.
Previously, Extronics hadn't considered how Conversion Rate Optimization could be applied to their website. Now Google Optimize is being utilized to measure how well CTAs perform and inform other improvements to the site design, UX and conversion rate.
The results
The Google Ads strategy has not only seen over 100 confirmed leads through the website’s contact forms, but the AZoTeam's knowledge has helped Extronics to understand both the targeting and performance of their Google Ads.
Related resource: How to convert visitors to prospects on your website
Using specific keyword targeting, there has been an increase of over 66% in organic users on the website as well as an increase of over 71% in new users, these users have come from both the SEO strategy and Google Ads targeting.
Access to AZoInsights has given the marketing team at Extronics a useful and concise view of their analytics. A simple solution to compare and track performance of their campaigns in a single view.
Project specialists help you navigate the minefield that is SEO and how to get the best out of your strategy. The experience which AZoNetwork have is incredibly important to our business and the marketing department here at Extronics.
What's next?
In year 2 of the ongoing campaign, Extronics continues to improve both the number of visitors to the website as well as the conversion of leads into the sales process. The integrated strategy between SEO, CRO and Google Ads have played an essential role in this success.
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