B2B Online Marketing Campaign
Expo Technologies
Headquartered in Sunbury on Thames near London (UK), Expo Technologies is an international solutions provider specialised in the protection of hazardous areas for the industrial and energy sectors. Drawing on over 60 years of experience and a thorough understanding of the requirements and standards required in hazardous areas, Expo Technologies develops and delivers simple, robust and certified solutions that improve safety and save its customers time and money.
Solution
We developed a two-phase B2B online campaign to increase visibility in the German market. During the first phase, we adapted the English-language content for the German website, bearing in mind the expectations of customers in the German-speaking market. In the second phase, we capitalised on the newly designed German web pages for online measures such as Google Ads and LinkedIn Ads.
Website content for the German market
Our bilingual copywriting team adapted existing German and English copy to optimise it for the German market using the right keywords. We also adapted other relevant content from the English-language site for the German market so prospective customers can access the same information along the customer journey.
SEO optimisation for the German market
Based on a comprehensive competitive analysis, we defined the relevant keywords for the German-speaking market and optimised the meta tags on the German website.
The optimisation of content and technical SEO quickly led to increased visibility. Relevant keywords such as "pressurised enclosure" and "enclosure cooler" achieved a top 10 ranking within six months.
Google Ads Campaign
By running two Google Ads campaigns, we reached our target groups when they searched and generated significantly more traffic to the new German-language website. The first campaign was aimed at defined target groups who were generally interested in hazard minimisation solutions in their respective industries. For the second campaign, we targeted people searching for a specific area of risk minimisation.
We researched, analysed, and defined keywords, and then setup the Google Ads account with the respective campaigns, ad groups and ads. We also developed target group-oriented ad texts, defined and set up ad extensions, and conversion events.
Results – Google Ads Campaign
Both campaigns achieved very good results over a period of six months. With a CTR of 4.64% and 5.03% respectively, both campaigns were above the industry average of 3.58%. By continuously optimising the campaign, we were able to reduce the CPC by 22% for the specialised campaign and by as much as 68% for the general campaign.
LinkedIn Ads – A/B Test with two Target Groups
A LinkedIn single-image ad campaign was used to create additional awareness among the target groups. We conducted A/B testing of the campaign as a result of our target group analysis. The same content targeted different target groups: individuals from pre-defined industries and employees of companies represented at topic-related trade fairs.
Results – LinkedIn Ads
When comparing the two campaigns and the different target groups, we were able to achieve an increase in the average CTR from 0.27% to 0.67% (benchmark: approx. 0.4%). We were also able to increase the engagement rate for the second target group from 0.87 % to 2.04 %. The latter was also significantly more active on the website, which was documented by the increase in the conversion rate from 46.59% to 57.43%.
Continuous Monitoring
We regularly tracked and monitored the number of visitors from the online campaigns on the German website over the entire duration of the campaign. Compared to the previous year, these measures enabled us to increase the proportion of German visitors to total visitors by 6.45%.
The number of users in Germany rose by almost 250% in the same period. We were able to reduce the bounce rate of website visitors by 15% thanks to the optimisation of language and content.
