Background

BENZ Inc. is a subsidiary of the Zimmer Group, a company that manufactures innovative tooling for the wood, plastics, composites and metalworking industries in Germany and provides North American sales and support through BENZ Inc.’s Hickory, NC, headquarters.

Challenge

BENZ is an established brand in Europe known for advanced engineering and precision tooling performance. BENZ American subsidiary, BENZ Inc. a relative newcomer to the North American wood, metal and composites markets needed better brand awareness, a new website and consistent online marketing presence. Poor navigation made product location on the corporate website difficult and since the company had never employed inbound marketing tactics, BENZ Inc. also suffered from low search engine rankings. Web metrics racking results through Analytics was impossible due to a single international website for all locations.

Strategy

• New responsive website design for the U.S. market
• Search Engine Optimization (SEO)
• Pay per click management
• Banner ad design and digital ad placement
• Email marketing
• Social media advertising
• Social media management
• Oversee reputation management
• Blog development/copywriting
• Search optimized press releases and distribution
• Google Analytics analysis and quarterly reviews

Results

X-Factor developed an inbound marketing campaign that encompassed a new website, online marketing, paid and organic search campaigns and a new social media mix on YouTube, Facebook and Twitter. Email marketing and web updates to current and potential customers also generated top-of-mind awareness of BENZ Inc.’s service programs, trade shows and new product promotions.

Leading industrial magazines such as Modern Machine Shop, Automotive Design & Production, Global Spec, Canadian Woodworking and Woodshop News also published press releases written and submitted by X-Factor.

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