Digital Marketing Case Study - MG Laser
Summary
MG Mazak Laser (https://mglaser.com/) deals with state-of-the-art gadgets and superior experts in machine repairing and maintenance. Marking its establishment since 2000, MG Laser currently has 21 laser technicians that guarantee to provide you with high-quality machine maintenance, training, and repair services. The Company also deals in services such as machine preparation and installation, training mirror replacements and cleaning, resonator rebuilding, exclusive machine parts sales, and used laser sales. It has also been synonymous for experts in machine repair using innovative technologies.
In spite of its unique value addition they give to customers, the company was struggling through the paths of constant sales and revenue. Situated in the State of Illinois in the US, they have the potential of resonating with a highly lucrative market, which depends on the demand for such products. Delving into research point of view, more than 100 companies which deal in major machinery works are situated in Illinois, making the lucrative machinery-based market an attractive opportunity for many competitors of MG Mazak Laser.
Challenges
- Concluded a high bounce rate of the visitors.
- There were many factors attached to this behavior; most prominent were the user experience and site loading speed.
- The website was low on traffic, not ranking on any of the productive keywords, and hence the conversions were very less.
Strategy (Phase: Research)
- We conducted an in-depth research on MG Laser’s competitors and what online marketing strategies were popular for their industry.
- We analyzed the product offerings, which area they are targeting and what keywords are being used in that area.
Strategy (Phase: Planning)
- We decided to carry out the social media marketing and Google Pay Per Click Ads simultaneously.
- While website optimization will make the website more searchable, social media will aid the company in building impressive brand awareness.
- The first step to building a good brand and trustworthy company was Website Optimization followed by Off Page Activities, Social Media and Google Ads
Implementation and Analysis
The site required an immediate need of optimization through right keyword targets, Image Alt Fixing throughout the website premises, URL Mapping and a systematically planned growth hacking strategy.
Website Optimization:
Hence, to optimize the website to attract potential customers, the team carefully selected productive keywords and optimized it for the users, keeping in consideration the latest search engine algorithms.- For web optimization, the team used necessary tags like Alt Tags, Internal linking, Meta Tags, Schema Code, Heading Tag Optimization, Content Optimization, Keyword Analysis, etc.
Keyword Targeting:
We also optimized the site for SEO, since it had a lot of scope of driving traffic through search. Some of the keywords we decided to initiate were Laser Isogard, Mazak Breakaway Bar, Amada Clean Out Nozzles and CP for Clean Out Amada. With the relevant keywords, we increased sales by 67%, while concurrently we gave a strong head start organic searches by 36% as compared to the previous six months where digital marketing strategy wasn’t a part with us.Off Page Activity:
For off page activities, a series of dynamic approaches were held straight. We relied on tactics like:- Search Engine Submissions on websites like Bing.com, Activesearchresults.com, Exactseek.com, etc.
- Submitted webpages on Social Bookmarking sites like instapaper.com, pearltrees.com, mysp.ac and many more.
- Directory Submission on w3catalog.com and a1webdirectory.com
- Profile Linking through Myspace, Vimeo, Scribd, Slideshare, etc.
- Creating Classified Ads Submission on platforms like Locanto, Usa Online Classifieds, AdlandPro to name just few.
- Sitemap Submission on platforms like Bing, Active Search Result, Anoox, etc.
Paid Ads – Google Adwords
Along with strategic organic search marketing, MG Laser products also executed several campaigns like paid advertising (search) with us, to boost up user engagement & conversions.
We launched Google Ads by targeting terms like coolant flush kit, laser chiller, Mazak parts, cooling system flush kit, Mazak laser, Mazak replacement parts, Mazak laser repair, Mazar repair service to name just a few. We employed the AdWords strategy of Manual CPC to optimize the ads in the initial days of the campaign, followed by automating the maximizing clicks Pay Per Click Ads. This masterplan, increased the click-through-rate by over 500% with most of the revenue being generated from 55 to 64 and 35 to 44 years of age groups.
- Total sales increased by 67%
- Online store session per person increased by 32%
Social Media
We pursued Facebook ads and organic posting for the company.
By the end of the project:
- The post reach increased by 178% which generated referral traffic of about 2615% to the MG Laser website.
- Link clicks increased by a staggering rate of 110%.
- The impressions for the post grew dramatically by 214%.
- Through Instagram ads and organic postings, we witnessed an amassing increase in social traffic through Instagram by 72%.
- The users who landed on the MG Laser webpage through Instagram interacted 46% more against those times when social media exposure wasn’t on board.
- Per post engagement and reach increased by 188%.
- Through Twitter organics activities, we were able to achieve a significant growth of 67% click through rate, whereas pushing up sales through social media by 32%.
- Post reach, by the end of the project increased by 149% with impressions growing continuously every week at constant approximate rate of 21%.
- We also successfully completed the Pinterest campaign, which required us to pin the products on the MG Laser Pinterest board.
- This created a platform for extensive views and impressions, extending its effect onto the sales and social referral traffic by 14% and 33% respectively.
Results
Total sales increased by 67%
Conclusion
The brand of MG Laser became a behemoth in their industry culminating a generous flow of revenue and a major brand establishment. We believe in the dream of every company’s success; and realizing those dreams becomes our passion. With this aim in mind, we proceeded strategically and tactfully to achieve the goal of client and make them believe in miracle through digital marketing.