Marketing strategies & lead generation for the Chemical Industry

+129% organic traffic in 6 months

Klüber Lubrication is a multinational company based in Germany, specializing in the development and production of special industrial lubricants such as compressor lubricants. With over 90 years of experience in the sector, Klüber Lubrication stands out for the quality of the lubrication solutions proposed and for the ability to meet the specific needs of every industry, even the most particular.

RESULTS

With an intense marketing & lead generation strategy designed for the chemical industry and concentrated in 6 months, our team has managed to bring encouraging results such as:

+ 129% organic IT traffic
+ 90 keywords high traffic on front page
increase in conversions

 

* Data April 2021 – September 2021 VS April 2020 – September 2020

 

THE
SATISFACTION
OF THE COSTUMER 

Frauke Neuberg
Marketing and comuication manager of Klüber Italy

“We got the contatct of Cdweb from a company our customer who had achieved excellent results. Cdweb has generated over 400 business contacts in a year that have turned into a major increase in revenue despite the pandemic. “

THE CHALLENGE

From wind turbines to plastic production plants, through the looms of the textile industry, there is one thing that unites all these sectors: the need for a lubricating oil or grease for production plants, that reduces the friction of components and protects them from wear.

Faced with such a universal need, the offer has become very wide: the panorama of Klüber Lubrication’s competitors consists of several manufacturers of lubricants, small /large distributors and so on; it goes without saying that affirming your brand awareness – and consequently, increasing commercial leads – is not easy.

THE PROJECT

1. COMPETITORS ANALYSIS & KEYWORD STRATEGY

At the basis of a good marketing strategy, there is always an initial analysis phase for the understanding of the starting situation: for Klüber Lubrication we also started from the study of the main online competitors, to understand their strengths and operating methods.

From this analysis came out useful indications for the subsequent keyword strategy, with the confirmation of the “top” keywords of the sector and the identification of some very interesting niche keywords.

 

2. SEO OPTIMIZATION & LOCAL STRATEGY

The project then continued with the “real” optimization phase.
Locally, we focused on the optimization of Klüber Lubrication’s Google My Business tab, which now boasts nearly 8,000 views per month.
On the site instead was done a work of optimization cascade, starting from the main product categories (e.g. lubricating greases, now the first absolute result of Google), switching to the combination of components (e.g. gear grease, from position 14 to the third result of the 1 page Google) and industries (e.g. food grade lubricants, from position 14 to the fifth result of the 1 page Google). The site also appeared on the front page for new keywords and with excellent search volumes (e.g. anti-ripping paste, from zero to the fifth result of the 1 page Google).

 

3. CRO OPTIMIZATION

In parallel with the “technical” work, indications were also given for the creation of ad hoc content and the improvement of messages and call to actions, with a view to increasing conversions.

Do you work in the chemical industry?

Tell us your challenges, we’ll find out if we can help you.

Real stories from real customers.

Federica Maritano
EWELLIX GLOBAL MARKETING MANAGER

+994% Commercial Leads

Simona Maioli
MARKETING MANAGER of Dexion Italia

Lead generation for logistics sector

Frauke Neuberg
KLUBER LUBRICATION COMMUNICATIONS

Lead generation for the chemical sector

Michelangelo Prendin
GENERAL MANAGER of  Vision Engineering Italia

+20% of purchases from organic trafic​

Dario Sala
RESPONSABILE MARKETING EELECTRON

+221% of contacts in 6 months

Massimo Barsotti
CMO DI EIDOSMEDIA

+31% of conversion in 6 months