CASE STUDY

Web marketing for the electronics/electrotechnology industry

AZIENDA:Brancolini Symbol

CATEGORIA:Electronics

Once focused on photomechanics, since 1978 Bancolini Symbol has increasingly specialized in the field of electronics for logistics.

The strength of this outstanding company undoubtedly lies in its innovation-oriented philosophy, which has enabled it to develop cutting-edge solutions and, above all, to offer a comprehensive range of hardware/software solutions.

RESULTS

Our client since 2018, in just half a year of intensive work and thanks to a web marketing strategy tailored to the electronics and electrotechnical sector, Bancolini Symbol achieved:
+34% in conversions;
+10% in organic traffic from Italy;
+30 high-traffic keywords on the first page.

* Data: September 2019 – February 2020 vs September 2020 – February 2021.

THE CHALLENGE

Web marketing for the electronics/electrotechnical industry presents a particularly complex scenario: in addition to strong national competition, it is also necessary to stand up to major online sales players.

The biggest challenge in this project was therefore to identify the keywords and search patterns users use to look for the products and services offered by Bancolini Symbol, improving site ranking, brand awareness, and consequently lead generation.

THE PROJECT

1. TARGET DEFINITION AND KEYWORD RESEARCH

The starting point of any keyword research is certainly the precise definition of the client’s target, in order to identify the exact professional profile and search habits of users potentially interested in the proposed services.

Based on this, we started keyword research, identifying high-performance keywords in target, perfect for the client’s needs.

2. CONTENT ANALYSIS & OPTIMISATION

The next step to increase the performance of our client’s site was the optimisation of the entire catalogue of products and services offered by Bancolini Symbol: categories, subcategories and product sheets were positioned with onsite and offsite SEO interventions. The site is now on the first page with prestigious keywords in the sector such as industrial tablets, palmtops for deliveries, warehouse terminals, and so on.

3. CRO OPTIMISATION

Finally, to maximise the chances of conversion, we improved the strategic call-to-actions within the site.

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