A regional take on marketing an international organization
How does an international company successfully target prospects throughout the world? By thinking like a local.
Dalmec, an international manufacturer of industrial manipulators and lifting devices with US headquarters in Bloomingdale, IL, was struggling to reach potential customers online. With their marketing and web presence tied to their Italian headquarters, they weren’t effectively speaking to or targeting the North American market.
With a limited search engine visibility and a digital presence that didn’t appeal to North American visitors, Simple Machines set out to develop a regionally-focused plan to help Dalmec build awareness and generate leads with buyers in the United States and Canada.
After developing an in-depth marketing strategy, which included audience and competitive analysis along with recommended channels and tactics, Simple Machines built a dedicated North American website with a responsive design to better meet the needs and expectations of their regional visitors.
Along with making SEO improvements and creating search-friendly content for the blog, we launched a new Google Ads campaign targeting members of Dalmec’s market who had previously been unreachable due to mismatched targeting and inconsistencies in the language used by industrial manipulator buyers. We also integrated HubSpot into the marketing and sales campaigns so that leads could be easily tracked and nurtured by the sales team.
Since launching the new North American website, Dalmec has seen its organic search traffic grow exponentially month after month. Thanks to the increased search visibility and the success of the Google Ads campaign, Dalmec has also seen the number of qualified leads continue to increase over time.
Part of this increased organic traffic is thanks to increases in keyword visibility. Since launching the new website and completing the initial SEO work, 35 targeted keywords have experienced improved searched visibility, with 25 keywords appearing on the first page of search results.
Dalmec is an international manufacturer of industrial manipulators and lifting devices with US headquarters in Bloomingdale, Illinois. Founded in Italy over 50 years ago, today they have offices throughout the Americas, Europe, Africa, Asia and Australia. Dalmec produces custom, long-lasting industrial manipulators that allow manufacturers to move materials in a safe and precise fashion.
Dalmec was struggling to reach their target audience online, as their marketing efforts were tied to the international (Italian) version of their website. They were managing a Google Ads campaign, but they weren’t seeing much traction from it. With the goal of better targeting North American leads, Dalmec reached out to Simple Machines for assistance.
As part of the development of a strategic marketing plan, Simple Machines completed in-depth research into Dalmec’s market and competitors. As a result of the research and strategy recommendations, a new North American website was developed so that we could focus on targeting and attractive domestic leads. In addition to the new website, a revitalized Google Ads campaign was launched and HubSpot marketing automation software was integrated into their website so leads could be better tracked and nurtured. Since launching the website, organic traffic and keyword ranking has steadily risen and Dalmec continues to see an increasing number of marketing qualified leads from organic and paid traffic.