THE BENZHOR EFFECT

Benzhor Group helped a large industrial manufacturer realize the value of its digital marketing channel. By building an analytics dashboard and optimizing the site for organic search, we shifted leadership's questions about the web channel from a simple “How many ‘hits’ did we get?” to “What is the value of our digital channel?”

SITUATION

The sensor and switch manufacturer company’s website had 22k products in its database but was not optimized for search. The company’s website traffic had not increased in over three years, and leadership could not determine where to invest in the site.

Based on initial web analytics, Benzhor Group determined that there were many opportunities to optimize the site. The company had not yet invested in Search Engine Optimization, and had not structured their external marketing efforts to drive to deep content pages. The high bounce rates they were seeing were a symptom of lost business opportunities.

SOLUTION

By first understanding the business objectives and growth strategy of the company, we helped the company create a simple yet effective executive analytics presentation to show where digital marketing was supporting the business goals – and where opportunities existed for further success. The full analytics report incorporated data from ten sources to better understand the value of marketing campaigns, and what content was consumed most. Quantitative analytics demonstrated how the website was feeding leads into both the internal sales and distribution channels.

We undertook a large-scale search engine optimization project, working closely with the business to develop the key word and phrase optimization strategy. Optimizing all static site pages, downloads and videos on the site helped drive traffic to specific pages, leading to improved customer satisfaction, reduced bounce rates and higher quality sales leads.

RESULTS

• Developed a monthly reporting and analytics model that included all digital efforts
• Trained practitioners on data manipulation to convey meaningful results and demonstrate how business goals were being met
• Executive leadership training to better understand digital marketing ROI
• 3% increase in organic search referrals in 30 days
• 39% increase in organic search 1 year from launch, maintained for the following 12 months