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B2B Digital Marketing Case Study: Extronics

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.

Our web services are designed to generate real opportunities through your online presence. Get in touch below to discuss how we can support your business growth.

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Posted by Rebecca Turpin

Manchester born Rebecca has a first class Ba in Photography from the University of Plymouth. Rebecca began her career in 2017 working as a sales and marketing assistant for a healthcare company before moving in to an agency position in 2018. She spent two years running a small agency in Salford until 2021, gaining marketing skills and invaluable experience working with clients before coming to AZoNetwork. Outside of marketing, Rebecca loves anything outdoors, the theatre and any creative activity that lets her be covered in paint.

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