How we got Progressive Products’ top keyword to #1 on Google and increased ranked keywords by more than 100.
About Progressive Products
Progressive Products are specialists in pneumatic conveying elbows for dry bulk materials. Operating since 1979, they provide a unique combination of high-performance components and decades of experience.
They are a B2B manufacturer selling nationwide through wholesale and retail to an extremely niche market of pneumatic conveying OEMs, sales engineers, technical and development engineers, wholesalers, and end-users across multiple industries.
Progressive Products & LimeLight Marketing
Progressive Products engaged LimeLight Marketing when governmental and regulatory challenges created a threat to business growth. They wanted to offset these challenges by accelerating growth through a robust, long-term digital marketing strategy that would generate quality leads for their sales team.
The Marketing Roadmap
Our work with Progressive Products began with a complete assessment of their digital and competitive footprint. We conducted surveys to gain insight into how customers make purchasing decisions and what their opinions and perspectives were of the brand. The insights we gathered at this initial stage showed us where we could make improvements and where there were gaps, and ultimately informed the digital marketing strategy we created.
Once this groundwork was completed, we knew that Progressive Products needed a complete website redesign. This would not only enhance the look and feel of their site, but also improve their search engine optimization, optimize the site for inbound marketing, and create a digital foundation from which they could publish content. Relevant, informative content is vital in this niche industry to help customers learn about the complexities of pneumatic conveying and to educate them on the features and benefits of products and services.
We launched a simple website with base content and have used a growth-driven design approach to build the site out over time with new content, videos, pillar pages, and information that is useful to the Progressive Products target audience.
Inbound Marketing Strategy
Working in such a tight B2B niche industry, we’ve used an inbound marketing strategy supported by some outbound efforts. We were able to repurpose some of the existing content that Progressive Products was using in their sales process to enhance their online content.
This has been a significant driver in boosting search visibility and keyword ranking. Within nine months of launching the new website, they achieved a #1 ranking on their most desired keyword. Prior to launching their new website, they had not been ranking for this keyword, and at launch they ranked at number 50. They have also earned over 35 top keyword placements within the top 10 spots on Google.
As their rankings climbed, leads generated from the website have increased by 50% and this in turn has driven new revenue growth.
A key component of their inbound marketing strategy is content marketing. We have built a comprehensive content strategy targeted towards KPIs. In addition to an authoritative, informative pillar page – A Guide to Pneumatic Conveying Elbows – we launched a frequently-updated blog and created videos with the objective of educating prospects and customers, and nurturing them through the various stages of their path to purchase.
Having redesigned the Progressive Products website and with a strong, consistent inbound marketing strategy and content marketing tactics in place, we have succeeded in increasing search engine rankings by 257%. This has driven increased website traffic of 94%. Additionally, we have implemented lead generation opportunities with gated content and new contact forms that have increased lead generation on the website by 50%.
Ongoing Marketing Partnership
LimeLight works as an extension of the Progressive Products team to support their marketing strategy and tactics. The marketing plan evolves as we evaluate the industry and focus on specific components of the plan at different times of the year.
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