Web marketing for SMEs: the case of Induzione Lombarda
Case History
Induzione Lombarda is a company that deals with induction hardening, a heat treatment that serves to modify the surface structure of metals. The company has specialized in this type of treatment since it began, seventy years ago.
Needs
The company needed to increase its customer base, in order to have a solid network to rely on.
Solutions
To do this, we decided to renovate the website, improving it and starting a blog with related content. We also managed the company's LinkedIn page.
Results
The site has positioned itself better in search engines, intercepting a greater number of users and therefore potential customers. The LinkedIn page gives the company online authority.
The brief: starting point for web marketing for SMEs
Through various cognitive interviews carried out online, we at Ekeria have learned more:
About the company, in particular on the practical work that takes place in it, being a very niche sector;
About its history, an element to be valued as it gives prestige to the company and the skills, they have acquired over the years;
On itsneeds, understood the objectives that the company wanted to achieve through web marketing for SMEs.
Therefore, the company needed to expand its contacts, finding a greater number of small customers in addition to the large companies it works with. To do this, the company needed to be found easily on the web.
In addition to the web, there was also talk of social media, always in relation to the need to be found by potential customers. They also expressed the need to explain via social media the work carried out in the company, to arouse the interest of any customers who are not experts in the sector.
The solution
First, it was decided to recreate the company website. Induzione Lombarda already had a website, but it needed to be updated. In doing so, it provided a lot more possibilities to include more actionable tools on the newer version. It was possible to work in collaboration with the company managers to define the most important characteristics.
Here is what we decided:
The menu should be immediately visible once users look at the page
The layout of the pages
The colors to use
The content to be included on each page
The images, created directly in the company, so that they fully reflect the work and reality of Induzione Lombarda
Contact details to provide
By recreating the site from scratch, it was possible to work a lot on SEO. We have combined the SEO work with the contents of each page, which are extremely particular given the nature of the company's work. For each page, we first rewrote the copy with the necessary changes and then sent them to the company managers.
In this way, we were able to check each content, and we could report any changes. By doing so, it was possible to index each page in the best possible way, so that it would appear at the top of the websearch results, without compromising the site's need to explain who Induzione Lombarda is and what it does.
The blog
To keep the website active, the dedicated blog section was created. Together with the managers of the company, family-run since its foundation, we talked about the work it does. With in-depth knowledge of the practices, it was understood what topics could be covered in the blog. The blog article a published on a weekly basis.
Research of the most frequent keywords used in the sector was conducted. In this way, it was possible to understand which topics were most sought after by the company's target.
For each article, before starting to write it, we collect the information about it, sending it to the managers. At this stage they are free to read and report back to us for any corrections. It is at this this point do we at Ekeria start writing, always remaining faithful to the rules of SEO, an acronym for Search Engine Optimization.
SEO concerns the use of keywords, images, titles and subtitles, internal and external links to the site.
Once written, it is sent to the managers of the company, so that they can review and approve it or indicate the changes to be made. The final step is scheduling the article through the site platform so that it will be published at the agreed time and date.
Web marketing for SMEs: the social side
As for social media, we decided to focus on LinkedIn. In fact, this is considered the best communication channel for the B2B sector. We analyzed the managers' profiles to understand how to modify them to better highlight their connection with the company. An example was the cover image, which we created specifically to be able to include the Induzione Lombarda logo.
Then we worked on the company page. For each article we have decided to produce an associated post. However, we have decided to focus simply and clearly on explaining the contents, rather than re-sharing the article itself. So, we opted to create, a short carousel of images containing the information of the article. In this way, we aimed to keep the attention of potential customers, through dynamic, short, and interesting messages.
For each post we take the information from the approved article, create it, and send it to the managers, so they can review it. Each post maintains the graphic style (made specifically for the company to differentiate it from competitors) and discursive of the other posts and the site, so that communicazion is homogeneous. Once approved, we schedule publication, always including contact information.
The results
The website got more visibility due to the new layout. Traffic on the LinkedIn page increased, as has the company's network of contacts and, consequently, also the workload.
Ekeria is by your side to help you implement your web marketing strategy for SMEs. Book a free consultation now.
