From Conveyors to Conversions
Business Impacts
Increase in Marketing Qualified Leads
Duravant’s FMH Conveyors Reaps Triple-Digit Surge in Traffic & Leads
Service
Paid Advertising, SEO
About FMH Conveyors – A Duravant Company
FMH is an industry-leading manufacturer of gravity and powered flexible conveyors, multi-stage extendable, drive-in rigid units, and telescopic boom conveyors for supply chain shipping and receiving operations.
Challenge
Prior to engaging Straight North, FMH Conveyors grew their business by attending industry events and leveraging the reputation of their best-in-class products. This approach had its limitations, so FMH turned to Straight North for a strategy to reach a larger audience, increase sales leads, and accelerate their revenue growth via digital marketing channels.
Targeted Solution
Through methodical and detailed research, Straight North identified opportunities to increase the website traffic quantity and quality in addition to improving FMH Conveyors’ traffic-to-lead conversion rate.
To take advantage of these opportunities, Straight North recommended a comprehensive two-campaign strategy
- Engineer and execute an SEO campaign that prioritizes quality content optimized for search engines and FMH’s vast range of buyer personas. Additionally, the campaign should identify and expand keyword targets to focus on high buyer intent. Another key objective involves improving the website’s technical components, such as usability, metadata, linking, etc.
- Design, build, launch, and optimize an efficient and effective paid search campaign on a fixed budget.
“The consistent growth of the FMH Conveyors campaigns prove that a comprehensive strategy paired with ongoing, tight-knit communication and partnership are the backbone of lead generation success.”
Brian Brown
SEO Strategist
Strategy
SEO (Search Engine Optimization)Create Optimized, User-Friendly Content for Target Audience
Goal
Identify and align our unique content revisions with Google’s content preferences to effectively enhance the detail, readability, and structure of content delivery.
Challenge
On-site content across important landing pages contains redundant and unnatural vernacular.
Best Practice
Incorporating helpful, user-friendly content has always been a key factor for SEO performance. Effective landing page content includes authoritative and trustworthy information that helps users find applicable products, answer a question, or even solve a problem.
Strategic Solutions
- Create urgency around specific workplace challenges and introduce FMH Conveyors as the solution.
- Showcase the features, benefits, and operational advantages of each conveyor while connecting the ideal product to each industry application.
- Cater content to multiple buyer personas (such as Engineering, Sales, Project Management) across a variety of industries.
SEO (Search Engine Optimization) Expand Target Keyword Opportunity
Goal
Widen the traffic funnel and increase search engine visibility for relevant target pages.
Challenge
Valuable traffic and lead opportunities are missed because on-site content is not capturing relevant intent.
Best Practice
When targeting keywords effectively, it’s important to consider numerous queries that could lead users to a given landing page. Uncovering all relevant keyword opportunities provides numerous advantages for better landing page visibility.
Strategic Solutions
- Execute meticulous keyword research and pay attention to detail to accurately uncover new search queries that were previously overlooked.
- Implement high-volume queries and long-tail keywords from this research.
- Optimize content with these new keywords in a natural manner for users and Google’s bots.
SEO (Search Engine Optimization) Prohibit Keyword Cannibalization and Eliminate Internal Competition
Goal
Overcome and remedy extensive keyword cannibalization and internal competition.
Challenge
Combat former SEO downfalls stemming from Google’s inability to assess landing page intent.
Best Practice
When multiple pages across a site mention the same keyword (without internally linking), it creates keyword cannibalization and internal competition for similar search queries. When this happens, Google cannot confidently assess landing page intent. This type of keyword competition should be avoided at all costs, so page performance is not penalized.
Strategic Solutions
- Identify and remove irrelevant and inaccurate keywords.
- Closely monitor all keyword occurrences for natural usage.
- Ensure that page details are extensive, unique, and tailored to the advantages of each product.
SEO (Search Engine Optimization) Improve Internal Linking Strategy
Goal
Increase sitewide user engagement and improve conversion rate for applicable products.
Challenge
Internal linking opportunities are being overlooked and mis-used sitewide, providing no guidance for streamlined user navigation.
Best Practice
Consider the website visitor’s mindset and provide helpful, relevant, and informational internal linking.
Strategic Solutions
- Create a digital roadmap for Google and consumers to navigate the site more efficiently.
- Guide users to view similar products and additional helpful information sitewide.
- Utilize keyword-rich anchor text to re-iterate page focus.
SEO Results
Results for Two Core Products All Time High for Converting Traffic to Leads
Flexible Powered Conveyors
300%
Leads
27.6%
Traffic
Rigid Truck Loaders
600%
Leads
34.4%
Traffic
Paid Search Design, Build, Launch, and Optimize an Effective Paid Search Campaign
Goal
Build a sustainable, supplemental lead generation channel in a niche b2b market.
Challenge
Grow lead count without increasing budget.
Best Practice
The traditional approach to scaling a paid search campaign is to establish a baseline lead flow and increase budget over time. However, with the right strategy and a combination of continuous testing and refining, along with dynamic AI, lead volume can be increased with a constant budget.
Strategic Solutions
- Collaborate directly with FMH to understand the problems prospective customers are facing. Once these challenges are identified, we can focus Google ad text language specifically around how FMH solves these challenges. This strongly positions FMH as the industry leader.
- Adapt ad format parallel to Google updates. Doing so empowers the campaign to capitalize on the most advanced AI without sacrificing important learnings and discoveries from previous ad formats.
- Leverage dynamic AI budgeting and bidding to optimize fund allocation and adjust to volatile market trends and seasonality.
- Increase leads while maintaining a steady budget, resulting in a consistent CPA (Cost Per Acquisition) decrease over time.
Paid Search
Spend remains constant while conversions consistently increase
31%
Leads
24%
CPA (Cost Per Acquisitions)
Business Impacts
Straight North’s two-pronged campaign strategy was quickly identified as a compelling driver of new business. Our comprehensive approach paved the way for site traffic and conversion all-time highs, all while enhancing the flow of sitewide user engagement.
The tight, transparent, and ongoing communication between FMH Conveyors and the Straight North team has proved to be an invaluable aspect of our trusted partnership. To this day, FMH Conveyors continues to be a valuable partner, and our consistent achievements spurred the inception of a brand-new campaign for another Duravant company: QC Conveyors.
Business Impacts
Increase in Marketing Qualified Leads
160%
Organic Leads
31%
Paid Search Leads
335%
Organic Website Traffic
24%
Paid CPA