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B2B Digital Marketing: Ziath Limited

Ziath Limited is a small Cambridge-based manufacturer who make 2D barcode readers used extensively in sample management in pharmaceuticals, forensics, and biobanking.

What were the challenges?

Ziath's core markets are the United States, Europe, and Japan. The market is competitive, as Ziath does not make the 2D tubes, only the instruments that read them. They work with eleven or twelve manufacturers in a distribution model, of which ten have their own readers. As they work with private label businesses, Ziath makes readers for several companies, but they compete against the other manufacturers.

Despite being a chartered marketer; i'm not a digital native and  keeping on top of the new developments in marketing and getting to grips with the best vectors for digital marketing has been challenging.

Steve Knight, Commercial Director

Digital marketing solutions for Ziath Limited

AZoNetwork has utilized search engine optimization, video, rich content, and other digital media to convey Ziath’s message directly to end-users. This has converted to leads through social media and their website, which is key to the distribution model Ziath work in.

Example of Ziath's rich media content

Keywords such as 2D barcode reading and barcode rack reader, drive users to the Ziath website. This ensures they remain top of mind for customers. SEO has been critical for the marketing efforts to feed leads through to their distributors.

Ziath's estimated traffic over the last 12 months with AZoIntel

Ziath use AZoNetwork to write blogs for their website and re-distribute content across the AZoNetwork platform on AZoLifeSciences and News-Medical. This has a huge effect on improving both lead generation and brand awareness.

Ziath's distributed content within AZoIntel

The results

Ziath is now ranking for forty top keywords that had not previously been in the top one hundred. Thanks to the in-depth keyword analysis and blog writing skills of the SEO team, Ziath is now ranking for forty top keywords which previously hadn’t even been in the top one hundred.

Steve noted that what is important to him about working with AZoNetwork is that the team understands both science and marketing. The success of the campaigns comes down to having people who understand the technology of the science being worked with and the new marketing technologies.

I really do see AZoNetwork as a premier supplier of marketing services in the scientific marketing industry. I'd highly recommend AZoNetwork to anyone interested in scientific marketing. I found the expertise and ideas that AZoNetwork brings to the table very refreshing.

What's next?

As Ziath improve both the number of visitors to the website and the conversion of leads into their distribution model, the integrated strategy between SEO, content creation, and content distribution from AZoNetwork will play an essential role in its continued success.

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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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