How did we help?
- Increased leads and value for main product.
- Obtained leads from 2 of their top 5 target companies.
- Generated their highest value enquiry ever (£1.5 million).
£3.9m web lead value
in 10 months
65% increase
in main product leads
72:1 ROI
on web lead value
The Challenge
TION’s rebrand officially went live in November 2021, moving away from their previous name, ISG Fume Extraction.
Feel were set ambitious targets for a new band name entering the market.
- Generate £1.6 million in sales in 2022
- Generate £2.3 million in web lead value in 2022
- Help generate over £5 million in overall lead value in 2022
- Increase number of enquiries for main product (fume cupboards) from avg 5 per month to 7-8 per month
- Improve visibility in organic search for main target keywords by achieving page 1 positioning
- Get an enquiry from at least one of their top 10 target companies
The Solution
We embarked on a transformative digital marketing journey. Our first order of business was a meticulous technical audit of TION’s new website. Despite the usual growing pains, we identified opportunities to enhance performance, including faster page loading, refined internal linking, and elimination of broken links.
We utilised tools like Mouseflow, enabling us to analyse user behaviour and fine-tune TION’s site for maximum engagement. With data-driven modifications, we made decisive improvements, turning insights into action.
Our learnings proved instrumental in advancing TION’s PPC strategy. Notably, we achieved significant results with the fume cupboard page, setting a winning precedent replicated in their biosafety cabinet pages.
Our arsenal of data from SEMrush, Analytics, GSC, and Mouseflow, guided us in pinpointing user interests. This data empowered us to craft 30 engaging articles for TION’s “EducaTION” sector, further asserting their industry leadership. These additions quickly climbed the ranks, becoming some of TION’s most frequented pages.
Finally, we amplified TION’s content, harnessing organic shares and securing strategic placements in relevant publications. The result? A refined, efficient, and user-centric website that truly embodies TION’s industry excellence.
Key Aims
Web Lead Value
Increase amount and value of enquiries from website from previous year.
Amplify
Create authoritative and sharable content to place TION as the industry leader.
Visibility
Get main product target search terms high on page 1 of Google UK.
The Results
Increasing the number of leads and revenue is hard enough when you are dealing with a new brand that nobody knows, especially in a scientific equipment field, as the audience needs to trust your product. But throw in the fact that they lost covid related enquiries from previous years, which TION didn’t expect, to get the results we have, speaks for itself.
This multi-channel marketing campaign was recognised by the Northern Digital Awards 2023, shortlisting for Best Digital Marketing Campaign B2B and Best Integrated Campaign.
2696%
ROI on total sales in first 10 months of 2022.
7122%
ROI on web lead value in first 10 months of 2022.
Page 1
rank in Google UK for main search targets.