Norgren is an international engineering business which specializes in motion and fluid control technologies. Their main target companies are manufacturing companies who use pneumatics in their own products. Started in the earlier 20th century, Norgren has sales and service network in 75 countries. They work closely with customers to gain a deep understanding of their engineering needs.
Business Objectives Of Norgren:
In a mature industrial market, Norgren wanted to increase client base outside their traditional customers. They wanted new online marketing methods to increase enquiries. ClickThrough, a digital marketing agency, was hence hired to achieve their following objectives:
- Finding new customers.
- Driving brochure downloads.
- Improving visibility.
- Expanding client base outside traditional customers.
Strategy Adopted By Norgren:
ClickThrough identified that customers wanted to download product brochures and then talk to a specialist before taking a final decision. They could not be easily pushed through a sales process. Hence, they developed landing pages with brochure download, video content and enhanced their dedicated advice line. They also based their campaign around industry terminology that would only be used by prospects in this industry.
Results Achieved By Norgren:
- 9 times return for every Pound spent.
- Five fold increase in traffic.
- PPC roll out across Europe, Australia and the USA.
- Increase in traffic by 400%.
- 19 countries got involved in the PPC campaign.
If a PPC Campaign is successful in a country, it can easily be replicated in other countries to make it a global success. Norgren was able to get success in 19 countries.