Outsourced Marketing Success Stories: Designetics
by Kara McGaharan, Director, Program Strategy
Designetics is a manufacturer of fluid dispensing systems and polyethylene products that serves companies around the world. They needed help defining their goals and implementing effective marketing strategies.
MadAve Account Director Kara McGaharan worked with her team to execute several strategies and delivered results that exceeded our client’s expectations.
An Outsourced Marketing Agency’s Involvement
We developed a comprehensive marketing plan with several key elements, including:
- Industry research
- Specific targets
- SMART goals
- Strategies and tactics to achieve those goals
- Key Performance Indicators
Goals and Strategies
Working with the Designetics team, we identified the following goals:
- Grow relationships with chemical manufacturers
- Increase brand awareness
- Increase organic traffic
Our digital marketing strategy included:
- Search Engine Optimization
- Google ads
- Social media
- Email marketing
- Marketing automation
Achieving Goals: Increasing Brand Awareness
Workflow Emails
We deployed a workflow email campaign for people who visited a specific webpage. If we had their information in the system, the user would receive three emails delivered one week apart.
Those emails delivered insights about various products, typical challenges of fluid application and the advantages of choosing Designetics.
The results:
- Open rate – 57.85%
- 118% higher than the industry average
- Click rate – 11.28%
- 809% higher than the industry average
A similar workflow for people who visited a different webpage generated these results:
- Open rate – 52.40%
- 97% higher than the industry average
- Click rate – 11.96%
- 864% higher than the industry average
Drip Campaign
Designetics customers who bought in the last two years were entered into a drip email campaign, which included monthly emails from their designated regional sales manager.
The content of the emails ranged from the advantages of Designetics’ products to an overview of their systems.
The results of that campaign:
- Open rate – 19.16%
- Click rate – 8.60%
Achieving Goals: Strengthening Manufacturer Relationships
To enhance Designetics’ relationships with chemical manufacturers, we deployed a LinkedIn ad campaign targeting people in sales, engineering and R&D. The focus of that campaign was to build awareness of Designetics’ brand and products.
The ads ran for three months and resulted in 29,431 impressions and 103 clicks to their website.
- Sales
- Impressions – 15,894
- Clicks – 49
- Engineering/R&D
- Impressions – 13,537
- Clicks – 54
Achieving Goals: Increasing Organic Traffic
Web Traffic
By creating blog posts with strategic keywords and revamping older articles, we increased blog traffic by 815%.
We also achieved 14 featured snippets on Google, which further reinforced our client’s expertise on various topics and their ability to consistently deliver valuable content.
Overall organic traffic to the Designetics website increased 121.62% year-over-year.
Social Media
To boost engagement on Facebook, we leveraged user-generated content, employee spotlights and Designetics’ community involvement and dedication to their team.
Results on Facebook:
- 312 fans (+12% from previous year)
- 3,878 interactions (+84% from previous year)
- 159,486 impressions (+279% from previous year)
- 1,864 engaged users (+5% from previous year)
- Brand awareness score based on mentions and shares: 60(+9% from previous year)
On LinkedIn, we showcased products to enhance awareness and educate the audience. We also encouraged the sales team to share posts to increase visibility.
Results on LinkedIn:
- 547 followers (+19% from previous year)
- 1,240 interactions (+127% from previous year)
- 18,381 impressions (+184% from previous year)
Outsource Your Marketing to a Team That Gets Results
The MadAve Marketing Management team is ready to help you achieve your marketing and business goals.
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