CASE STUDY

Unlocking Explosive Growth: Increasing Top Quality Leads by 10,950%

Background

ZEISS Industrial Metrology specializes in CNC coordinate measuring machines and multidimensional metrology solutions. Employing 2,400 people across four countries, the company is involved in both lab and production environments, notably within the automotive industry.

Their product lineup includes various types of measuring machines and they develop key components, such as software and sensors, in-house. Recent innovations include systems for measuring extremely small parts and industrial computer tomography.

The firm also provides comprehensive customer services and online support to ensure optimal machine performance.

At a Glance

Increase leads
10,950% increase in number of leads

Helped ZEISS
Close numerous lucrative deals

Boosted email enquiries
From potential customers

Expanded ZEISS’ market presence
Across South East Asia

Received high quality leads
From Singapore, Vietnam, Thailand, and Indonesia

Challenges

ZEISS has stated that they have had issues with:

Insufficient leads
Low quality leads
Inability to target the right audience

In addition, ZEISS was also unsure of what types of ads were needed for them to reach out to their desired target audience.

Challenges

ZEISS has stated that they have had issues with:

Insufficient leads
Low quality leads
Inability to target the right audience

In addition, ZEISS was also unsure of what types of ads were needed for them to reach out to their desired target audience.

Our Approach

Confronted with challenges such as insufficient leads, low-quality leads, and the inability to target the right audience, ZEISS required a strategic approach to marketing. To tackle these issues, we chose to run Google Ads campaigns, a solution tailored to meet ZEISS’ needs.

Running Google Ads Campaigns

Google Ads offers the ability to appear prominently in search results for selected high-value keywords. This feature inherently addresses the issue of insufficient leads by significantly increasing the opportunities for customer engagement and interaction, all without the need for an extended waiting period that other marketing strategies might require.

Second, Google Ads allows for meticulous keyword selection and audience targeting, providing a solution to the problem of low-quality leads.
By crafting campaigns that use highly relevant keywords and ad copies, ZEISS can attract an audience that is genuinely interested in their products or services. This means the leads generated are more likely to be qualified, setting the stage for higher conversion rates.
We also took care to make the design compelling to get the attention of readers. This was doubly important as the ads would be displayed on Youtube.

Lastly, the advanced targeting options available in Google Ads are designed to solve the problem of reaching the right audience. Through the use of demographic data, geographical targeting, and behavioral cues, we can fine-tune the campaign settings to ensure that ZEISS’s ads are shown to the most relevant and likely-to-convert audience segments.

Created a custom landing page

In addition to quality ads, it’s also essential to create a quality landing page. This serves as a welcome mat for customers to click on the ad and guides them further along the marketing funnel. The landing page we created for ZEISS has several functions. First of all, we generate awareness in the minds of visitors by highlighting the benefits of taking up ZEISS’ offer i.e. free x-ray scans.

At the same time, we also embedded a youtube video which presents content relevant to ZEISS’ target audience such as companies in the manufacturing sector and engineers looking for quality assurance solutions.

The landing page also features a call to action form which invites viewers to fill in their details. This would allow us to generate leads for ZEISS from customers looking to make use of their services.

Given the highly technical nature of ZEISS’ customer base, it was also essential to showcase the quality of equipment used to perform X-ray scans. Providing detailed information and specifications about the X-ray machines not only underscores ZEISS’s commitment to state-of-the-art technology but also builds consumer confidence.

By demonstrating transparency and expertise in this manner, potential clients are more inclined to trust the results and take advantage of the free X-ray scan offers.

Finally, we also made sure that the “Scan your workpieces for free” and “Request a free X-ray of your workpieces” are always available. Doing this makes it easier for visitors to take immediate action.

Results

Paved the way for ZEISS to unlock multiple lucrative opportunities
Boosted email enquiries from potential customers
10,950% increase in number of leads
Significantly increased volume of quality leads from Singapore, Indonesia, Vietnam and Thailand

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

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CASE STUDY

Background

At a Glance

Challenges

Challenges