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Traditional marketing is all about promoting a company and its brand as a whole – and creating demand for it. Product marketing, on the other hand, focuses specifically on the products your brand sells and driving demand and adoption for the product. That&#8217;s why it requires a partner experienced in identifying and communicating a product&#8217;s unique value to customers. This means articulating what your target audiences are struggling with, how your product or service can solve their problems, and what sets it apart in the market. As an industrial marketing team, we aim to provide your customers with enough information about your product&#8217;s functionality and how it can solve their problems to make a purchase. Investing early in product marketing allows you to stay on top of customers’ needs and empowers you to create better, more meaningful solutions.

Bring your product to market

Tolko - Product Marketing

Helping Tolko brand and market their wood products

<a href="https://tolko.com/">Tolko</a>, a well-known industry leader in world-class forest products, is all about sustainability and has a clear vision for growth and product diversification. Their <a href="https://tolkobins.com/" target="_blank" rel="noopener">remanufacturing division</a>, based in Lake Country, BC, pulls some of the best lumber, OSB, and plywood from the mills and transforms it into an array of products, including crates, bins, flooring substrate, fencing, shipping containers, and ISPM-certified packaging products. Tolko has manufactured and sold more than one million crates and bins to markets worldwide, and they came to BlackBean to help them brand, design and launch a fun new product: the Tolko Firebox.

Bringing a new product to market

Tolko&#8217;s team is highly creative and has many ideas for remanufacturing products. The challenge was to identify which product would best fit the needs of the market and how to introduce it to various audiences. In navigating the complexities of the firewood market, Tolko faced challenges such as fierce competition from independent operators and the limitations of selling by the cord. Furthermore, the utilization of milled wood in their firewood presents potential challenges, as the rapid and even burning characteristics may alter the conventional rustic campfire experience, potentially impacting consumer preferences.
Navigating these challenges while emphasizing the convenience, affordability, and innovative packaging of Tolko&#8217;s firewood boxes was going to be crucial for establishing a successful market presence.

Challenge

Market Research: To understand the demand for firewood in the Lower Mainland, we identified target customer segments such as Residential (Corded Wood and Fire Boxes), Recreational (Campers and Outdoor Enthusiasts – Fire Boxes), and Commercial (Campgrounds, Restaurants, and Resorts). The residential and recreational market appeared most promising in terms of the potential market size, with the boxed firewood as an entertainment use case being the most significant.
Positioning. To overcome the challenges, a strategic shift towards a &#8220;DIY&#8221; or &#8220;IKEA-style&#8221; firewood kit, encapsulated in their firewood boxes, emerges as a distinctive and marketable solution. By offering mixed log sizes catering to various use cases and targeting occasional firewood consumers through retail partnerships, BlackBean positioned Tolko as a versatile and accessible choice in a market dominated by traditional offerings. 
Marketing and Promotion. A strong brand identity was developed, focusing on themes like outdoor living convenience (IKEA), sustainability, and craftsmanship. Digital marketing strategies, including social media advertising, SEO, and email marketing, were created to reach potential retail partners and direct customers.

Solutions

<img loading="lazy" decoding="async" class="aligncenter wp-image-3472 size-full" src="https://blackbean.wpenginepowered.com/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions.webp" alt="Firebox instructions" width="1500" height="350" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions.webp 1500w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions-300x70.webp 300w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions-1024x239.webp 1024w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions-768x179.webp 768w" sizes="auto, (max-width: 1500px) 100vw, 1500px" />
Oh, we had fun with this one!
<ul>
<li>Leaning fully into the idea of ease of use, convenience, and sustainability, a Firebox brand was developed using icon-style designs and humour. The fire assembly instructions were printed on recycled paper to be used as fire starter and included safety recommendations about disassembly and a QR code to <a href="https://firesmartcanada.ca/" target="_blank" rel="noopener">FireSmartCanada.</a></li>
<li>The Firebox features a tree-shaped cutout showing the logs and half-logs inside the box and the burn time indication. These help the buyer make a faster and informed purchasing decision.</li>
<li>A landing page was developed to offer further information, provide a distributor login with specifications, and attract a target audience of novice campers, young people, or anyone inexperienced with lighting fires. </li>
</ul>

Results

&#8220;Thanks to their work and insights, our company is prepped to make an impactful entrance into the right new markets with the right products to address gaps for our end-users. This is going to allow us to make each marketing dollar work a lot smarter for this new endeavour for our company!&#8221; &#8211; J. Norris, Marketing Director

Client Testimonial

Axiom Equipment Group - b2b market research

Conquering The Equipment US Market Backed By B2B Research

<a href="https://axiomequipmentgroup.com/" target="_blank" rel="noopener">Axiom Equipment Group</a>, a Canadian equipment supplier and manufacturer, had a vision: to expand into the lucrative yet challenging US market. With decades of success in Canada, Axiom knew that the stakes were high and that entering a new market—especially one as competitive as the US —required more than ambition: it required preparation They needed a data-driven strategy, deep market insights, and a clear understanding of opportunities and risks. With so much on the line, they sought a B2B market research partner who could provide the intelligence needed to make informed decisions and avoid pitfalls derailing even the biggest brands.

Measure twice, cut one.

Expanding into the U.S. market presented Axiom with several critical challenges. The off-grid equipment sector is vast and complex, with significant regional variations in demand, competition, and regulatory environments. Axiom needed to pinpoint the regions with the highest growth potential while also understanding each region&#8217;s unique challenges. Furthermore, traditional markets such as oil and gas are showing signs of slowing down, making it imperative to explore emerging sectors like renewables, where the company could leverage its expertise and resources.
Additionally, Axiom had to navigate the uncertainties of entering a new market without the benefit of on-the-ground experience. They needed to ensure that their resources were allocated strategically, avoiding the costly mistakes that have tripped up other companies during international expansions. The challenge was clear: find the right opportunities, mitigate risks, and craft a go-to-market strategy to position themselves for long-term success.

BlackBean developed a comprehensive market research strategy that left no stone unturned. The approach was threefold:
<ol>
<li>In-Depth Market Research: We conducted extensive desk research to analyze the social, economic, and competitive landscapes of Axiom’s target industries in the US. This research was supported by surveys and interviews conducted by specialized research partners, providing a holistic view of the market dynamics. The goal was to find any opportunity and identify the most lucrative markets for expansion.</li>
<li>Strategic Opportunity Identification: The research revealed that the Midwest (North Central sales region) and the Western United States offered the greatest potential for Axiom’s entry, particularly in the mining and renewable energy sectors. These regions were identified based on their strategic importance, ongoing investments, and alignment with the company’s strengths. While traditional sectors like oil and gas showed a decline, the renewable sector emerged as a promising avenue, bolstered by billions of dollars in public and private investments.</li>
<li>Risk Mitigation and Go-To-Market Strategy: Understanding the risks inherent in the U.S. market was as crucial as identifying opportunities. We equipped Axiom with the knowledge they needed to navigate these risks, from regulatory challenges to regional competition. By providing a data-driven roadmap, Axiom can make informed decisions, allocate resources effectively, and avoid the pitfalls that have ensnared other companies attempting similar expansions.</li>
</ol>

Solution

When it comes to marketing the industrial or blue-collar sector like an HVAC business, for example, one-size-fits-all just ain&#8217;t gonna cut it. The market is different, the offerings are very specific, and the competition is fierce. To stand out from your competitors, you are going to want to have a strategy and tactics designed specifically for your unique situation and model.
Sure, <a href="https://blackbeanmarketing.com/insights/industrial-manufacturing-seo-what-you-need-to-know-about-seo-for-b2b">SEO for B2B</a> can take time. However, there are things we can do to boost or accelerate results and help you see a return on investment in a shorter time, as long as you are willing to be bold and seize opportunities as they come! With the right partners with the right experience for your sector, you can take your growth to the next level.

Use targeted marketing made just for your industrial business

M&T Air Conditioning Ltd. - hvac marketing

Commercial HVAC Sees 24% YoY Website Traffic Increase

<a href="https://mandtac.com/" target="_blank" rel="noopener">M&amp;T Air Conditioning Ltd.</a> is a well-established commercial HVAC service provider based in British Columbia, known for delivering reliable air conditioning solutions in record service time. Despite its strong reputation and consistent customer base, the company struggled as the market became more competitive, and customers increasingly turned to online search engines to find service providers.

The combined power of optimizing your Google listing, expert SEO and... patience!

M&amp;T Air Conditioning faced several challenges in their digital marketing efforts. First and foremost, their online traffic was inconsistent, with significant fluctuations depending on the season. While they experienced a natural uptick in inquiries during the summer, this was not always reflected in their digital metrics. Additionally, the competition in the HVAC market was fierce, with many competitors vying for the same local search terms. M&amp;T’s existing website and digital assets were not optimized to capture the growing number of potential customers searching for services online, leading to missed opportunities.
Furthermore, the company lacked a comprehensive system to track the effectiveness of their digital marketing efforts. Without clear attribution, it was difficult for M&amp;T to understand which strategies were driving results and where improvements were needed. They needed a solution that would enhance their online presence and provide actionable insights into customer behaviour and lead generation.

To tackle these challenges, BlackBean developed and executed a multi-faceted SEO strategy tailored to M&amp;T’s specific needs. The solution was built on three main pillars:
<ol>
<li>Local SEO Optimization: We focused on improving M&amp;T’s visibility in local search results. This involved optimizing their Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across all online directories, dramatically boosting their 5-star reviews, and targeting local keywords that potential customers would likely use when searching for HVAC services.</li>
<li>On-Site SEO Enhancements: The website was audited and updated to improve its search engine performance. This included optimizing existing content, improving site speed, and ensuring the website was mobile-friendly. Meta tags, headers, and alt texts were tweaked to align with targeted keywords, and new content was developed to address common customer queries and pain points.</li>
<li>Performance Tracking and Analysis: To measure the impact of these efforts, BlackBean implemented advanced tracking systems, including CallRail for phone call attribution and Google Analytics for web traffic analysis. This allowed M&amp;T to see exactly where their leads were coming from and provided valuable insights into customer behaviour, helping to refine ongoing strategies.</li>
</ol>
During the campaign, a particularly intense heatwave hit British Columbia, leading to a surge in demand for air conditioning services. The SEO strategies allowed M&amp;T to capitalize on this demand, significantly increasing the number of customer inquiries and maximizing their market share during this critical period.

The SEO campaign and other digital marketing tactics executed by BlackBean yielded substantial results, significantly enhancing M&amp;T Air Conditioning&#8217;s online presence and lead generation capabilities. The results were particularly notable during the heatwave in British Columbia, where the demand for air conditioning services spiked. Here’s a detailed look at the outcomes:
<ul>
<li>Phone Calls: During the heatwave, M&amp;T experienced an 85% increase in phone calls, with 74 calls recorded over a 2.5-week period compared to 40 calls in the previous 19 days. Notably, 41 of these calls were business-related inquiries that resulted in new jobs.</li>
<li>SEO Performance:  The website saw a 36% increase in clicks during the last 28 days compared to the previous period and a 45% year-over-year increase in the same timeframe.</li>
<li>Enhanced Organic Search Traffic: One of the most significant achievements was the 24% increase in organic search traffic, driven without the need for paid advertising. This organic growth was crucial for M&amp;T, as it demonstrated a sustainable increase in visibility that could continue to deliver results long after the initial campaign ended.</li>
<li>ROI and Benchmarking Insights: The implementation of CallRail provided M&amp;T with critical insights into the ROI of their SEO efforts. Over the course of the 6-month engagement, 92 calls were directly attributed to Google Search, giving M&amp;T a clear benchmark for future marketing endeavours. With an 8% conversion rate from organic users to phone calls, M&amp;T now has a reliable metric to gauge the potential return on investment from growing their search traffic further.</li>
<li>Visibility and Brand Awareness: The overall visibility of M&amp;T’s brand on Google was at its highest in 16 months, with 186,000 organic impressions recorded during the engagement.</li>
</ul>

The team at BlackBean was so easy to work with! They are very responsive, and the time difference from Europe to Western Canada was never an issue because of it. They were quick and excellent at designing and streamlining content, which expedited the whole process. We loved working with them.&#8221; &#8211; P. Sigetty, co-founder

Valcon Medical - investor deck design

Securing Capital Raise with Investor Pitch Deck

<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="316" data-styled-node="true" data-variable-line-height="false">Aureum A/S (now <a href="https://www.valcon-medical.com/" target="_blank" rel="noopener noreferrer" data-key="318" data-styled-node="true" data-variable-line-height="false" data-sentry-component="LinkComponent" data-sentry-source-file="index.tsx">Valcon Medical</a>), a startup in the medical cannabis field, was brand new and had very little visibility. The primary challenge for Aureum was raising capital in a highly regulated industry. Aureum was the first contract manufacturer of medicinal cannabis extracts in the EU, a rapidly growing market projected to be worth EUR 2.23 billion by 2024.</div>

Supporting startup capital with a powerful investor deck

<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="326" data-styled-node="true" data-variable-line-height="false">Aureum needed to effectively communicate their business model and growth potential to attract investors. Like many startups, they were passionate about what they did and had a lot to say about it! </div>
<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="326" data-styled-node="true" data-variable-line-height="false">The challenge was to streamline and present this massive amount of content in an attractive and digestible format for potential investors.</div>

BlackBean worked collaboratively with the young Aureum team to rework and streamline their content. The goal was to preserve the most important facts while avoiding information overload. We focused on their potential for growth and produced a visually appealing branded investor deck in both PowerPoint and Google Slides.
This deck highlighted their unique value proposition and market position, ensuring it was engaging and informative!

They got acquired, which tends to be the best result for startups, isn&#8217;t it? More specifically:
<ul>
<li>Received a $3.5M exclusive supply and distribution rights LOI</li>
<li>34 months from investor deck finalization by BlackBean to acquisition.</li>
</ul>

SEO is not just about visibility—it&#8217;s about generating new business and capturing market share from competitors. Our comprehensive approach dramatically increases your online presence, attracting a steady stream of qualified website traffic. By targeting the right keywords and creating engaging marketing content on an attractive website, we can help you rank for your target keywords and reach your audiences. Discover how our industrial marketing expertise can drive demand for your business and elevate your business performance.

Rank for the keywords you deserve.

Load Em Up - industrial website design

Environmental Services Website On 1st Page Of Google

<a href="https://loademup.ca/">Load Em Up</a> is an environmental services company based in BC, Canada. It offers vac truck, hydrovac, and septic tank services throughout the province. They stand out by their commitment to their local community and responsiveness. When the leadership noticed that they didn&#8217;t rank on Google for any keywords, including their own company name, they sought BlackBean Marketing&#8217;s help to address the SEO problem and create a modernized look for their brand and website at the same time.

A modern look and revamped website gets results

Initially built on Squarespace without any SEO metadata, description, or keywords, this environmental services company&#8217;s website would not rank on Google results. They were able to generate new business through the Google Map Pack (where businesses are listed and their locations are identified on a map with place marker icons) but were losing market share to competitors showing up organically.
To support its marketing team&#8217;s efforts and increase visibility with prospective customers, Load Em Up Contracting needed a website that would rank for their branded and target keywords such as &#8220;septic clean up near me&#8221; and &#8220;environmental services.&#8221;

Through a carefully planned SEO program, thoughtful brand and website redesign, and content creation, Load Em Up and BlackBean Industrial Marketing have seen a steady increase in search rankings and qualified traffic to their website, which is exactly what the leadership was looking for.
By starting with keyword research to find the phrases being searched for and applying SEO best practices to the content of their newly designed site, they have a strong foundation for continuously growing their online performance and capturing traffic that would have otherwise gone to their competitors.
Since we were rebuilding the website on WordPress to support SEO efforts, we also modernized the brand to accompany the revamped website design and avoid having the old and the new clash!
<img loading="lazy" decoding="async" class="aligncenter wp-image-3239 size-full" src="https://blackbean.wpenginepowered.com/blackbean2023/wp-content/uploads/sites/9/leu-brand-before-after.jpg" alt="before after brand redesign of environmental services company " width="750" height="400" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/leu-brand-before-after.jpg 750w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/leu-brand-before-after-300x160.jpg 300w" sizes="auto, (max-width: 750px) 100vw, 750px" />

<ul>
<li>Ranks for their branded keywords, which was the whole point of this project.</li>
<li>Ranks #1 on Google search results for ten of their keywords.</li>
<li>It has 39 keywords that rank in the top ten of Google search results.</li>
<li>Boasts a 99/100 desktop performance score on PageSpeed Insights, signifying a (near) perfect technical SEO score.</li>
</ul>

<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="633" data-styled-node="true" data-variable-line-height="false">“Big thanks to the BlackBean team because we would not be where we are without those guys. As simple as that. They were there for us when needed and went above and beyond. We were a small business making it up as we went along: if we hadn&#8217;t had this relationship with BlackBean, we wouldn&#8217;t be where we&#8217;re today.” – A. DeVoe, Owner.</div>

M22 Tactical - Distributor Marketing

Manufacturer Positioning for Distributor Success

<a href="https://m22tactical.com/" target="_blank" rel="noopener noreferrer" data-key="598" data-styled-node="true" data-variable-line-height="false">M22 Tactical</a> is a veteran-owned, US-based dry-fire system manufacturing company for the defence and law enforcement industry. The number 22 has meaning tied to the statistic that 22 Veterans commit suicide every day. The 22 is a call to action to help veterans find a purpose…to reconnect with themselves, their families and their communities.
At the onset of their business, they came to BlackBean to establish a solid marketing foundation based on positioning and clear messaging to define target audiences. Less than six months later, they were signing deals with right-fit partners!

Audience: identified. Target: reached.

A veteran-owned manufacturing business, M22 developed a very important product for dry-fire safety training: the <a href="https://redcat22.com/" target="_blank" rel="noopener">RedCat</a>. The company knew it needed to reach distributors, but it didn&#8217;t know how to reach them, where to reach them, or how to convert them. As their product is very niche and at risk of attracting fanatics, the positioning and messaging needed to be extremely well done at the risk of backfiring (pun intended).

After carefully identifying and segmenting the target audiences, BlackBean created a precise positioning and messaging strategy that was applied to all of its marketing material, including a powerful tagline: &#8220;Train Hard. Stay Safe.&#8221; This foundational work led to a custom distributor marketing strategy for this manufacturer in the defence space.

<ul id="68f93e8f-db9f-4f4c-97e9-665e2427c31e" class="list---2060384500 discList---2060384500" data-key="614" data-styled-node="true" data-variable-line-height="true">
<li class="StyledSlateListItemElement-sc-9pm6qj-0 listItem---2060384500 ThemeListItemConsumer__Component-sc-1vgtxv2-0 bywPgZ" data-key="615" data-styled-node="true" data-variable-line-height="true">
<div class="SlateListItemElement__SlateListItemElementContainer-sc-10fp14y-0 jOfrAO">
<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="616" data-styled-node="true" data-variable-line-height="true">Several high-profile distributors signed with M22 Tactical a mere 4 months after implementing the content marketing.</div>
</div>
</li>
<li class="StyledSlateListItemElement-sc-9pm6qj-0 listItem---2060384500 ThemeListItemConsumer__Component-sc-1vgtxv2-0 bywPgZ" data-key="618" data-styled-node="true" data-variable-line-height="true">
<div class="SlateListItemElement__SlateListItemElementContainer-sc-10fp14y-0 jOfrAO">
<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="619" data-styled-node="true" data-variable-line-height="true">Highly-relevant traffic is being driven to the website through SEO and resources created by the positioning.</div>
</div>
</li>
<li class="StyledSlateListItemElement-sc-9pm6qj-0 listItem---2060384500 ThemeListItemConsumer__Component-sc-1vgtxv2-0 bywPgZ" data-key="621" data-styled-node="true" data-variable-line-height="true">
<div class="SlateListItemElement__SlateListItemElementContainer-sc-10fp14y-0 jOfrAO">
<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="622" data-styled-node="true" data-variable-line-height="true">&#8220;No nutjobs to report,&#8221; in the client&#8217;s words, proving the value of audience definition and segmented messaging.</div>
</div>
</li>
<li class="StyledSlateListItemElement-sc-9pm6qj-0 listItem---2060384500 ThemeListItemConsumer__Component-sc-1vgtxv2-0 bywPgZ" data-key="624" data-styled-node="true" data-variable-line-height="true">
<div class="SlateListItemElement__SlateListItemElementContainer-sc-10fp14y-0 jOfrAO">
<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="625" data-styled-node="true" data-variable-line-height="true">Strong thought leadership on LinkedIn, as more content is being produced and posted.</div>
</div>
</li>
</ul>
&nbsp;

SEO is not just about visibility—it&#8217;s about demand generation. Our comprehensive approach dramatically increases your online presence, attracting a steady stream of qualified leads. By targeting the right keywords and creating engaging, technical and engaging content, we can help you tap into new markets and grow your customer base. Discover how our chemical marketing expertise can drive demand for your business and elevate your business performance.

Demand generation through SEO

Americo Chemical - Chemical Website

Chemical company shoots to top 5 Google results

<a href="https://americochemical.com/">Americo Chemical Products</a> is a chemical supplier based in Illinois that serves all of North America. It stands out with its customer-centric approach, which often results in very long-lasting relationships. Before coming to BlackBean, this coatings industry specialist generated the majority of its new business through client referrals and cold outreach with a personal touch. After being acquired by the Harbour Group in 2023, it sought to develop a modern, professional image and website to generate inbound leads.

Keyword: identified. Target: reached.

This chemical company in the coatings industry had an outdated website that had not been redesigned in many years. Their website design was dark and unresponsive and didn&#8217;t have an intuitive user experience. It did not accurately reflect how innovative and forward-thinking their business is. Their website also had no search visibility other than branded keywords. The client&#8217;s services and organization could only be found online by looking for their name instead of the solutions they provide.
To support their sales team&#8217;s efforts, Americo Chemical Products needed a more professional-looking website and a powerful digital marketing tool to attract target audiences in new service areas.

Through a carefully planned SEO program, Americo Chemical and BlackBean Industrial Marketing have seen a steady increase in search rankings and qualified traffic to their website, which is exactly what the company and their private equity owner, Harbour Group, were looking for.
By starting with keyword research to find the phrases being searched for and applying SEO best practices to the content of their newly designed site, they have a strong foundation for continuously growing their online performance and capturing even more traffic and new customers.

<ul>
<li>Reached #3 on Google for &#8220;custom metal treatment&#8221; and #5 for &#8220;custom metalworking fluid.&#8221;</li>
<li>13% increase in SEO traffic just one month post-launch. Traffic continues to trend upward.</li>
<li>Besides the home page, pages like “Our Solutions” and “Metal Treatments” show solid engagement and organic traffic growth.</li>
<li>Qualified form submissions have doubled one month after the website launched, indicating a better engaged and more relevant audience.</li>
<li>The micro ads campaign is seeing improved relevance, delivering traffic for keywords like “coil coatings,” “chemical suppliers,” and “plasma cutting metal fluids.”</li>
<li>The website audience knows what it needs and travels directly to its preferred solution. This will help inform future content topics and formats—direct, actionable, and answering specific questions or addressing specific concerns from the industry.</li>
</ul>
It also looks incredible, if you don&#8217;t mind us saying.
<a href="https://americochemical.com"><img loading="lazy" decoding="async" class="aligncenter wp-image-3114 size-large" src="https://blackbean.wpenginepowered.com/blackbean2023/wp-content/uploads/sites/9/Americo-before-after-1024x683.webp" alt="Americo chemical website redesign" width="640" height="427" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/Americo-before-after-1024x683.webp 1024w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/Americo-before-after-300x200.webp 300w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/Americo-before-after-768x512.webp 768w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/Americo-before-after-1536x1024.webp 1536w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/Americo-before-after-2048x1366.webp 2048w" sizes="auto, (max-width: 640px) 100vw, 640px" /></a>

&#8220;I think these guys are the best. They take the time to explain what they are doing and why. It&#8217;s not just about creating something that looks good but also about keeping sales and business objectives at the forefront of all their decisions to benefit clients like us. It&#8217;s a no-BS, focused approach that is just perfect for industrial companies looking to take their growth to new heights.&#8221; &#8211; J. Jon, Owner

See your business thrive online

Kelowna Sand and Gravel - industrial website

Mining new website increases traffic and business 

<a href="https://ksgrocks.com/">Kelowna Sand and Gravel</a> (KSG) supplies landscape rocks and stone products to the construction industry in Kelowna, BC. Despite a solid reputation for delivering premium products and great service, the existing website didn’t clearly reflect the new ownership. After deep diving into their business, goals, and competitive analysis, we created a modern, customer-friendly, and easy-to-update website for today&#8217;s audience.

From 2005 HTML to 2023 Wordpress

The website was stuck in the Dark Ages and had not been redesigned since the early 2000s. Although it ranked well due to its branded domain, it generated no business or qualified form submissions and only served as an information tool for contact details.
Under new ownership, the goal of this project with BlackBean Marketing was to turn this dormant platform into a powerful marketing and sales tool designed to make life easy for KSG&#8217;s clients&#8230; and their sales team!

The whole project was very focused on creating a website that was easy to use, delivered value to all users and didn&#8217;t confuse anyone using it. In addition, the straight-forward and attractive build is remarkably easy to manage and update for the client!
The most notable creation by the development team at BlackBean Marketing is a custom aggregates <a href="https://ksgrocks.com/calculator">calculator</a> to save time and money for management.
This mining and aggregates website&#8217;s mobile-friendly responsive design ensures that it is easy to use on desktops, tablets, and smartphones. This creates a user-friendly experience as visitors browse KSG’s product list, learn about the firm’s capabilities, or fill out a form to request a quote.

Other than saving the sales team &#8220;a lot of time and aggravation&#8221; (their words), the website acted as it was intended: a powerful marketing tool designed to deliver leads.
Notable results:
<ul>
<li>The business receives, on average, 18 qualified quote forms per month.</li>
<li>The bounce rate dropped to 33%, which is below the 40% average for B2B websites.</li>
<li>After adding a pricing sheet, we saw 91 unique downloads in 42 days.</li>
<li>The traffic increased by 22% in just one month.</li>
<li>The average user spends 2min 37s average time on a page, which is 91% above standards for B2B websites.</li>
</ul>
&nbsp;

Generating 300 poor or unqualified leads per month results in futile, time-consuming tasks for B2B companies and their sales teams. Generating 30 right-fit prospects who genuinely require your organization&#8217;s products or services is far more beneficial. If an agency promises to &#8220;10x&#8221; your website traffic, we advise you to be cautious.

Traffic is one thing but without qualified leads, it isn't worth much!

PW Trenchless - b2b conversion rate

60% more form submissions for civil engineering firm

In the world of B2B conversion rates, turning website visitors into qualified leads is a crucial metric for success. However, many businesses need help to bridge the gap between generating traffic and securing conversions, much like this client! At the onset of our engagement, <a class="editor-rtfLink" href="https://pwtrenchless.com" target="_blank" rel="noopener">PW Trenchless</a>, a civil engineering construction company, faced significant hurdles in measuring and enhancing its website&#8217;s conversion rates. Despite having a solid business foundation, they needed more detailed analytics. They targeted marketing strategies to leverage their online presence effectively.

Small tweaks, majors results.

Before our intervention, the client struggled with two significant challenges. First, they needed more visibility into their website&#8217;s performance, making it impossible to track success or failure. Second, they needed help capturing the interest of potential B2B clients, a crucial aspect of their business. These challenges left them in the dark about their standing in the market.

The first step was to shed light on the company&#8217;s online presence. Thus, our work began with thoroughly analyzing the existing website data, user engagement metrics, and industry benchmarks. We implemented tracking and analysis tools, unveiling critical data that would guide the strategy.
The data showed that our client&#8217;s website needed more organic search traffic, minimal engagement, and a poor conversion rate. BlackBean&#8217;s analysis revealed significant opportunities for improvement, particularly in SEO, content optimization, and user experience (UX) enhancements.
Armed with insights, we crafted a conversion optimization strategy focusing on:
<ul>
<li>SEO and Website Enhancements: We initiated a series of SEO adjustments, dramatically improving the website&#8217;s technical performance and improving some of the content and messaging. </li>
<li>Website Forms Performance Optimization: Through ongoing testing and optimization, we improved form submissions, with a significant portion of submissions translating into legitimate contact form leads.</li>
<li>CRM Implementation and Marketing Automation: We introduced a CRM system and automated follow-up email campaigns to streamline the client&#8217;s sales and marketing processes. </li>
</ul>
The successful implementation of our solutions was a testament to the collaborative effort between our team and the client. We worked closely to ensure that each strategy was implemented with precision and aligned with their internal resources, demonstrating their commitment to the process.

Solution(s)

One of the key successes was enhancing website form performance, which directly contributed to the increased rate of qualified leads. The most telling success metric was the dramatic rise in form submissions by 317.65%. However, taking this with a grain of salt would be best due to test submissions and spam filtering.
Other notable results were:
<ul>
<li> Our efforts led to a staggering 63% year-over-year growth in organic search traffic, a clear testament to the effectiveness of our SEO strategies. User engagement also saw a notable increase, further validating the success of our content optimization and UX enhancements.</li>
<li>The most inspiring part of our success story is the impressive improvement in qualified leads. Our strategies led to a 58.8% qualification rate in February, a significant jump from the initial figures. This success is a testament to the power of CRO in lead generation.</li>
<li>The website&#8217;s lead generation rate saw direct improvements, contributing an estimated $800k of raw contract value or 1:13 ROI.</li>
</ul>
The metrics speak volumes about the success of our optimization efforts. The results were evident from a significant jump in organic search traffic to a dramatic increase in qualified leads. Unsurprisingly, this performance improvement was mirrored in the client&#8217;s appreciation of our marketing efforts, as they began seeing tangible results and ROI from the optimizations. The proof was undeniably in the pudding.

B2B Marketing Case Studies

Working for the success of industrial businesses

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