General Kinematics
Historically, GK relied mainly on traditional marketing strategies to target engineers, procurement managers, and CFOs for foundries and large-scale mining and recycling operations.
Volume Nine complemented existing marketing techniques with a comprehensive digital strategy to grow organic traffic 127% year-over-year, rank in the top ten for targeted keyword phrases, and establish a run rate of 100 market qualified leads per month.
General Kinematics Success Story
Situation
General Kinematics turned to Volume Nine after experiencing a shift in the way prospective buyers identified potential partners. Historically, they made sales based on referrals, tradeshows, trade publications, and other classic marketing activities. However, they needed a brand presence that could adapt as their audience became younger and more reliant on technology — especially mobile technology. General Kinematics anticipated that working with Volume Nine would help them align their online brand with their offline brand, capture additional market share of search, and drive qualified leads.
Solution
Our solution was to develop and execute a comprehensive digital strategy for General Kinematics. We focused all efforts on the target audience, relaunched the website, established a content strategy and call to action path based on the customer journey, and utilized paid retargeting on social media and high-quality blog content to move users through the funnel.
We helped General Kinematics find their corporate voice for creative content and social media, and actively worked with them to try new ideas and concepts (e.g. video, quizzes, blog posts, white papers, infographics, social graphics) to further build and engage their target audience.
By leveraging data insights throughout the process, we were able to innovate and pivot as needed based on results. This kept the campaigns nimble and made it easy to choose where to amplify our efforts on different social media channels and which tactics to trim.
Results
Our solution was to develop and execute a comprehensive digital strategy for General Kinematics. We focused all efforts on the target audience, relaunched the website, established a content strategy and call to action path based on the customer journey, and utilized paid retargeting on social media and high-quality blog content to move users through the funnel.
We helped General Kinematics find their corporate voice for creative content and social media, and actively worked with them to try new ideas and concepts (e.g. video, quizzes, blog posts, white papers, infographics, social graphics) to further build and engage their target audience.
By leveraging data insights throughout the process, we were able to innovate and pivot as needed based on results. This kept the campaigns nimble and made it easy to choose where to amplify our efforts on different social media channels and which tactics to trim.