About Summit Engineered Automation
Summit Engineered Automation has made their name over the last twenty years as a provider of custom, integrated automation and robotics solutions. They operate as a partner in automation with their ability to apply cutting-edge tech and thinking to their customer’s unique needs. They support a wide variety of industries, including but not limited to medicine, plastics, electronics, manufacturing, and product development.
Situation: A Nonexistent Digital Presence
Summit had a problem: they wanted to move into the world of digital marketing to boost their business and bring in larger leads. The reason this was a problem was because, up until the point they contacted us, they had never engaged in any digital marketing activities and had no existing significant SEO rankings. They had recently changed business names and URLs, and old domain was indexed, but not the new URL. As a result of leaning solely on sales instead of marketing, too much of their business was with Tier 2 clients in a five-state region and that they had the capacity to take on larger local and national jobs. They just needed help attracting those potential jobs through their website and overall digital presence.
Solution: A Comprehensive Month Over Month Digital Marketing Strategy
Developing a digital marketing plan from scratch can be complex. Deciding where to begin and where to focus your efforts is a large part of a successful plan, so that’s where Windmill Strategy started when it came to figuring out Summit Engineered Automations needs.
Any digital marketing efforts would lead prospects to the website, so that’s where our recommendations started. We looked at their site and developed a three-pronged strategy to help drive visitors toward engagement, without delaying the work with a full-scale website redesign. The three areas of incremental improvement were the content, user experience, and functionality. Recommendations included:
- Adding content to market pages that focused on benefit statements
- Using gated content as a way to create soft conversions and capture email addresses of potential prospects
- Creating clear, new content for their market-specific, case study, and application-specific pages
- Increasing the boldness and noticeability of on-page calls-to-action
- Using HubSpot to provide exit intent and lead-flow soft conversion opportunities
- Migrating from WordPress.com to WordPress.org for access to better SEO functionality
- Improving site’s technical SEO, with a focus in migrating to the new domain using 301 redirects
SEO efforts were a major part of our digital strategy for Summit. The objective was to elevate the visibility of their website in both local and organic search results. Strategies employed included: an audit of their current organic SEO visibility that included competitor analysis, keyword research that picked out highly relevant and widely searched terms, and the resolution of any issues impacting Local 3-Pack SEO. The research was used to optimize existing and create new site content that was capable of elevating their organic visibility.
Summit wanted to go all-in with their digital strategy, and that meant not just settling for organic traffic which can take time to improve. In order to gain traction quickly, we concurrently launched a PPC plan, focused on Google Ads, to generate qualified leads and widen the breadth of their brand visibility. We set up a new Google Ads account for Summit, running tightly focused, high-intent-driven search ads as well as retargeting lists. Summit was interested in pulling in new clients nationwide, so we used both regional and national PPC campaigns. Directory recommendations and backlink opportunities further supported awareness and SEO efforts.
Social media was used to drive soft leads like case study downloads while educating prospects about the unique benefits of what they offered. Audiences were defined and core lookalike audiences were found. Further suggestions included promoted tweets, retargeting ads, LinkedIn promoted content, and targeted sales outreach
Since these changes have been made, Summit has noticed a number of marked improvements. They’re having an easier time developing relationships with potential new customers, and have noticed an improvement in both the number and quality of leads they’re recording. As we continue to refine and grow their digital marketing presence, feedback from their sales team as well as a reporting dashboard provide actionable data. Our team will use that data to analyze and continuously improve Summit’s digital marketing strategies and tactics into the future.