The Right Tools for the Job
Specified Fittings was getting ready to expand throughout North America and wanted a growing digital presence to match. We reviewed their site and found some things that were holding them back, patched them up, and set up a digital marketing plan for future growth.
INDUSTRY
Manufacturing
GOALS
Increase brand awareness, Increase site traffic
SERVICE
Online Audit, SEO, Search Engine Ads, Content Creation
Their goals
Specified Fittings is the largest pure pipe fittings manufacturer in North America. With production plants in Bellingham, Washington and Stevensville, Montana, as well as regional warehouses throughout the nation, they aim to serve the North American and international markets with a complete line of HDPE, PVC, and CPVC fittings.
Specified Fittings knew a strong web presence was important, so they invested in a great-looking website. The only problem: traffic to the new website decreased by 60% after launching and no one knew why. That’s when they called in a professional to see what was holding them back, as well as find new ways to develop traffic.
Our results
Not only did we regain the missing website traffic, we surpassed the previous daily traffic and improved the SEO rankings using relevant search terms.
How we did it
Intellitonic and Specified Fittings started working together late 2017. Due to the recent changes to the site and traffic fluctuations, we determined that a digital audit would be the best starting point.
Online Presence Audit: To get to the bottom of the traffic dip, we began with a comprehensive digital audit. Through our efforts, we found they had three active versions of the site that failed to redirect to each other correctly, resulting in a loss of authority. We solved the issues by implementing 301 redirects between the sites. The missing traffic came back, and we followed up with key recommendation to optimize their website, enabling them to surpass their previous traffic levels.
Search Engine Optimization (SEO): To improve in keyword rankings and rank for more convertible terms, we implemented targeted, local SEO tactics and optimized website copy. This included updating top-level resources such as Google My Business, Bing, Facebook, and Yelp, as well as integrating into directories and resources specific to the fittings trade.
Google Ads: We began by reviewing the existing campaign and making small improvements. We then revamped the project with a more organized, more optimized campaign with a solid maintenance schedule. We saw improvements immediately in the number of clicks and the amount of time users were spending on the website.
Linkedin Paid Advertising: LinkedIn is a great place to gain the attention of project managers and supply purchasers: exactly the people that Specified Fittings needs to become a success. Together, we attracted an ample audience of key decision makers. We then initiated a campaign of targeted ads offering services to this specific group.
Facebook Paid Advertising: As Specified Fittings is an industrial business with a specific market, Facebook does not suit its needs in the same way that it suits commercial enterprises. We elected not to invest in advertising to the general public, but did direct a small budget into remarketing tactics to serve ads to visitors of their website, reinforcing our other campaigns.
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