The Challenge
- Generate new die cutting and thermoforming leads through promotion of ICP Development Services
- Optimize paid advertising to achieve a CVR of 2% or better
- Increase Google search rank through strategic content development
- Grow brand awareness through social media and email marketing
Client Priorities
Target specific job titles for their buyer personas: Sourcing/Procurement Specialist, Manufacturing Engineer, Design Engineer and Technical Sourcing Specialist
- Update the navigational structure of the site to make it more intuitively usable
- Increase visibility in organic search results
The Plan
We undertook a full site audit to identify the health issues of their website. From there, we recommended fixing key technical SEO elements on the site’s top trafficked pages by systematically optimizing them to have the greatest impact in online rankings. We also proposed targeting specific keywords that would increase their rankings within their industry. Finally, we wanted to create specific paid search campaigns to additionally bump up their ratings.
Then, we looked into the marketing side of things and recommended publishing two blogs a month and creating an email marketing campaign to increase visibility and engagement.
The Results
We successfully enhanced ICP's online visibility by implementing targeted SEO strategies and optimizing website content, making it easier for the right customers to find their specialized manufacturing services. Through precise audience segmentation and tailored campaigns, the program attracted a higher percentage of qualified leads, instead of increasing low-value leads unlikely to convert to a meaningful sale.
Additionally, clearer calls-to-action led to higher conversion rates, turning more visitors into leads. Overall, these strategic marketing efforts helped ICP overcome lead generation challenges and drive measurable business growth.
