Building a Digital Lead Funnel With Digital Marketing
How does a long-established manufacturer’s representative scale it’s sales with digital marketing?
JRS Mar/Com’s digital marketing experts helped to expand this Midwest-based firm’s online reach with a targeted strategy designed to drive sales.
Company Profile
INDUSTRY: Machinery manufacturing
SERVICE AREA: National, with Midwest Headquarters
Key Outcomes
%
Increase in Website Users
%
Year-Over-Year Increase in LinkedIn Followers
The Challenge
engineering. With customers including end users, engineers, contractors, and original equipment manufacturers (OEMs) in a wide range of industries from food to pharmaceuticals, it was becoming increasingly complex to reach new prospects online.
Yet it was essential to improve digital reach, as even B2B sales shifted online post-2020. The company needed a sound digital marketing strategy to connect with customers in the right channel, at the right time—and to convert interest into online leads. Enter the JRS Mar/Com team.
Problems to Solve
- Increase website traffic
- Drive solical media referrals
- Develop consistent lead funnel and drive conversion
- Generate earned media opportunities
The Solution
The JRS Mar/Com team began with an analysis of the firm’s current marketing and social media activity. This enabled us to understand key audiences, decision-makers, and industries to inform a targeted digital marketing strategy. We then benchmarked traffic and pinpointed opportunities to improve performance and strengthen the company’s online lead funnel.
The Process
Our team of digital marketers used this analysis and benchmarking to tighten the customer journey by building out a consistent lead funnel from the site’s web contact form. We also bolstered the firm’s social media presence, which drove dramatic increases in followers and surging engagement. To expand the company’s reach within its target industries, we generated dozens of industry-specific media opportunities in digital channels and publications, which drove a 46% increase in site referral traffic.
Outcomes
INCREASED WEB TRAFFIC
%
In site users
%
Increase in web sessions
%