Marketing

Strategy

Manufacturing

&#8220;The work BlackBean has done for us looks great. It&#8217;s really neat, it&#8217;s professional, and it&#8217;s creative.&#8221; &#8211; General Manager, VEGA Instruments Canada Ltd.

Testimonial

VEGA Instruments - B2B manufacturing marketing

Massive marketing optimization effort for manufacturer

<a href="https://www.vega.com/">VEGA Instruments</a> is a German-based manufacturer of industrial smart sensors. We worked with their Canadian division to clarify their product offering, better support their sales team, and develop better marketing visibility for their team.

Top-to-bottom marketing cleanup

VEGA Canada faced several marketing challenges. First, their data lacked integrity. Many records in their CRM were inaccurate, poorly segmented, or incomplete. Their sales team felt unsupported by marketing, and their marketing materials were often clumsily translated from German.

Challenge

We worked with members of VEGA&#8217;s team from leadership to admin and support to build out better processes, clean up their CRM data, segment their customers into accurate and meaningful lists, and provide superior sales resources to close more deals.

Solution

<ul>
<li>CRM: Audit, review, tiering and optimization to generate and measure true marketing efforts and results</li>
<li>Sales: Playbook for sales team, sales enablement and meeting handbooks to bridge the gap with marketing and ensure optimal flow of information to increase revenue.</li>
<li>Brand: Awareness increased through sellers&#8217; vehicule branding, personable videos, and innovative trade show design.</li>
</ul>

Result

Design

Heavy Equipment

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&#8220;It has been an absolute pleasure to work with BlackBean and we look forward to continuing our relationship with them moving forward.&#8221; &#8211; S. Chase, Office Administrator
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 Ignite Your Trade Show Presence

Goodman Steel - Marketing Trade Shows

Innovative trade show design for metal fabricator

Goodman Steel, a full-service engineering and fabrication shop situated in Rocanville, Saskatchewan, has established a strong reputation within the local potash mining industry. However, they aspired to extend their reach beyond their small-town roots while embracing their prairie heritage. Seeking new opportunities across the Canadian prairie region, Goodman Steel engaged our team for assistance.

Helping a prairie metal fabricator break new ground

Our challenge was to help Goodman Steel find new markets and create a memorable presence at trade shows, ensuring that their exhibit stood out and enticed meaningful conversations. It was crucial to align the strategy with their laid-back, outdoorsy personality, avoiding conventional corporate displays or flashy setups that would be incongruent with their brand vibe.

To support Goodman Steel&#8217;s goals, we devised a unique trade show approach that would captivate attendees while reflecting their brand persona. For the Saskatchewan Mining Supply Chain Forum in April 2023, we designed an &#8220;indoor campsite&#8221; concept for their exhibit. Departing from traditional booths, we incorporated comfortable camping chairs, theme elements like coolers and a faux firepit, and thematically aligned roll-up banners and displays. This unconventional setup would create an inviting atmosphere and leave a lasting impression on visitors.

By implementing this innovative trade show strategy, we achieved remarkable outcomes for Goodman Steel:
<ul>
<li>Their &#8220;indoor campsite&#8221; exhibit garnered significant attention, standing out amidst conventional displays.</li>
<li>The unique and relaxed atmosphere at their booth facilitated engaging conversations and built stronger connections with attendees.</li>
<li>The off-site axe-throwing event created a memorable networking experience, fostering a more personal connection with potential clients.</li>
<li>Thematic branded merchandise served as impactful marketing collateral, extending their brand&#8217;s visibility beyond the trade show.</li>
</ul>

Results

Energy

Building

Professional Services

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>

Paid Search

&#8220;BlackBean has been a great resource for our marketing team. They have helped us with a variety of projects, from SEO improvements on our website to building CRM integrations. Our most recent project has allowed us to integrate our systems with our partners to offload a significant amount of work for our team. Overall, it is a pleasure to work with the BlackBean team; they proactively update us on project status with informative weekly and monthly reporting.&#8221; &#8211; R.Hacker, Sales Manager
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Client Testimonial

CaraGreen - Google Ads B2B

7.5X ROI on paid search ads for distributor

<a href="https://caragreen.com/">CaraGreen</a> is a construction materials supplier that came to us looking to grow their online lead generation. The resulting search advertising campaign produced dozens of qualified leads and an estimated 7.5x ROI!

Measurable Revenue Growth From Search Advertising

A construction materials company struggled to grow their online lead generation. They have unique distributor relationships with a variety of leading sustainable building materials, and wanted to grow their sales in particular product categories.

We developed a search advertising campaign with three ad groups, each targeting one of the product categories they most wanted to promote. By targeting CaraGreen&#8217;s service areas across the US&#8211;particularly those with a high number of recorded housing starts&#8211;we reached a valuable B2B purchasing audience at a very competitive cost per acquisition.

<ul>
<li>7.5X estimated ROI from search advertising</li>
<li>54 marketing qualified leads in the first 90 days of the campaign</li>
<li>10x improved conversion rate, search ads vs. organic search traffic</li>
</ul>

CaraGreen - Google Ads B2B

7.5X ROI on paid search ads for distributor

Green construction supply company CaraGreen had a lead generation issue. Through a targeted search ad campaign, we vastly improved online lead generation resulting in 7.5x estimated ROI.

Measurable Revenue Growth From Search Advertising

Challenge

Solution

Results

Client Testimonial

See Results in Action

Massive marketing optimization effort for manufacturer

Innovative trade show design for metal fabricator

Commercial HVAC Sees 24% YoY Website Traffic Increase

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