When Your Product Line

Goes from “Sound Asleep” to “Carrying the Business”

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Hansford Parts and Products Case Study

This is what you’d call a “No-Brainer” case study. Hansford Parts and Products wanted us to increase their leads, and that’s exactly what we did. So much so, that a product line that was “sound asleep” is now carrying their business.

When you take a manufacturing company with great products and services and layer a full-stack digital marketing strategy overtop, it’s really a no-brainer: you’re going to increase sales.

Because in marketing – especially B2B marketing – success doesn’t come from some unknown magic recipe.

You can expect real business results by doing the basics very well and adding in some out-of-the-box thinking when the situation calls for it.

And in this case, noting what was not done is just as important as the marketing work that was done.

NO random acts of marketing (every tactic was determined by the strategy)

NO vanity metrics (more RFQs and Purchases were the only numbers that mattered)

NO blowing smoke (we knew it would take some time to ramp up and didn’t make excuses during takeoff. Hansford was patient. Well worth it.)

Increase the amount of RFQs over time

23

Goal Completions Per Month
July 2018

39

Goal Completions Per Month
May 2019

Website

Written and structured so that the company’s value and capabilities are undoubtedly clear, and it’s easy for the visitor to navigate to the key sections of the websites.

Engineers and manufacturing shop owners are busy and don’t have time to read through pages of irrelevant text in order to find the answers to their questions.

The Hansford website was written and structured so that the company’s value and capabilities are undoubtedly clear, and it’s easy for the visitor to navigate to the key sections of the websites.

Too often, marketers will try to get too cute with positioning statements, fancy graphics, too many buttons – you name it. In reality, most website visitors – especially in business situations – want clear and simple websites with no unnecessary bells or whistles. They want answers.

Take a look at Hansford's video library

Paid Search

Paid search is a tactic that allows a business to target specific people in specific areas when they are searching with very specific words.

While SEO helps a website gets traffic from pretty much anyone who is using the search engine, paid search is a tactic that allows a business to target specific people in specific areas when they are searching with very specific words.

Simply put, it takes some time to dominate the search engine across the country with SEO – but with paid search, you can do it tomorrow (depending on your advertising budget, of course).

This can be useful when you are trying to target highly competitive terms or industries, specific locations, and locations far away from your headquarters. It’s also useful when you have a new website or have a new product offering, and you haven’t achieved SEO dominance yet.

Leads

It looks simple – and that’s the point. Make it easy for the user and they will take action on your website.

We were able to drive traffic from the search engine with organic and paid tactics and raised brand awareness and traffic through video ads on LinkedIn, but all of these visitors were just visitors until their pages converted them into leads.

Around January 2018, we made changes to the product pages, and instead of just listing features and capabilities, we made it extremely easy for the visitor to inquire about purchasing the product by adding a quick form to the top of the page.

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