Paid Search

Building

&#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
&nbsp;

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.

Challenge

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.

Solution

<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>

Results

Marketing

Strategy

Energy

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>

Manufacturing

In the industrial world, slow and complex sales cycles are the norm. Each vertical deals with its own unique challenges, speaking to specialized audiences with particular interests and requirements. If your sales tactics are underperforming, maybe they require more specialization? We can help you identify what&#8217;s unique about your audience, and how to best reach them to close more deals.

Unique markets need unique strategies

Altec Entertainment - B2B sales enablement

Getting around a "no gifting" policy for manufacturer

Altec Entertainment is a ride control system provider. Featured in some of the most advanced amusement rides around the globe, Altec’s controls help parks provide safe and immersive experiences of all kinds. Their big sales and marketing challenge was to get into the inner circle of the rides and entertainment industry. As a niche industry with a handful of global leaders, getting noticed was tricky.

Entering the entertainment industry

In the rides and entertainment market, competition is high and opportunities are relatively infrequent. Sales cycles may take years to complete. The same names and faces cycle through the industry, job-hopping from park to park. With such an insular sales environment, BlackBean recognized that conventional marketing tactics wouldn’t work. There were no large lists of prospects to target. A tangled web of NDAs, hidden RFPs, and restrictive gifting policies made account-based marketing tricky.

In such a close-knit community, being perceived as an industry leader or expert would open the door to many possibilities. We worked with Altec’s Entertainment team to help them project more authority to their peers. For example, we supported a successful campaign to elect Business Development Manager Donnelly Williams to the Themed Entertainment Association’s board of directors. The tagline “a vote for Donnelly is a vote for diversity” was leveraged to great success. When Williams attended a recent industry event, we organized an off-site event at Top Golf where he could invite attendees for more intimate networking. This event alone resulted in invitations to five private RFPs.

By focusing on the human and supporting Altec’s sales leadership, we found a better way to market to a small but lucrative audience. Our campaign resulted in invitations to five private RFPs, as well as securing Altec a seat at the table via the Themed Entertainment Association board of directors.

Result

Discover the power of search advertising – a steadfast approach to generating leads across every industry. Utilize search ads to connect with audiences worldwide, enhance your brand&#8217;s reach, and spark a surge in valuable leads. Ready to take the plunge?

What would you do with more leads?

Vitalis Extraction - B2B product marketing

70% increase in product marketing from paid search

Vitalis Extraction Tech, a Canadian engineering firm, excels in producing cutting-edge supercritical CO2 extraction systems. Catering to pharmaceutical, biotech, F&amp;B, and botanical sectors, their innovation propels them as global leaders.

A Holistic Marketing Approach

Vitalis’ online lead generation was inconsistent, poorly-tracked, and expensive.
Our goal was to improve the volume and quality of online leads through search advertising, while providing better reporting and attribution to demonstrate return on investment.

We audited and restructured Vitalis’ search advertising campaigns to target international audiences including an emphasis on emerging markets in Latin America.
Over time, we developed new landing pages and an updated, high-performance website with powerful tracking features to provide marketing attribution for search campaigns.

From the moment BlackBean took over search advertising, we saw: 
• A 70% increase in leads generated; 
• Lead provenance expansion to 6 continents, including USA, Canada, Colombia, South Africa, Australia, Ukraine, and China; 
• The search ad campaigns generated more leads than any other lead source, including trade shows and events, phone enquiries, referrals, press/ PR, and outbound email marketing combined; 
• An 80% decrease in lead costs in Google Ads.

Vitalis Extraction - B2B product marketing

70% increase in product marketing from paid search

Leads, leads, leads for days. The search ad campaign developed by BlackBean for a Canadian manufacturer generated more leads than any other source.

A Holistic Marketing Approach

Challenge

Solution

Results

What would you do with more leads?

See Results in Action

7.5X ROI on paid search ads for distributor

Commercial HVAC Sees 24% YoY Website Traffic Increase

Getting around a "no gifting" policy for manufacturer

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