Industrial Content Marketing

Uson Implements Content Marketing to Generate 73.7% More New Sales Opportunities and Increase Deals Won by 40.9%

Industrial Content Marketing Case studyUson L.P. is part of Roper industries and manufactures a full line of leak testers and engineered leak detection systems. It is one of the pioneers of the leak detection industry that first developed the technology for NASA during the Space Race and applied it to a wide range of automated industrial assembly applications. It sells to the global market primary for the Automotive, Medical Device, General Industrial and Packaging industries. Uson is headquartered in Houston, TX with offices in Detroit, UK and China.

Problem: The client had not actively marketed itself for a few years prior to engaging with us. Even though the company enjoyed a very good reputation within the industry, name recognition and sales were lagging due to the lack of presence in the marketplace and its difficulty in reaching younger engineers and building new relationships.

Solution: We worked closely with the President and in-house Subject Matter Experts to get a deep understanding of customer issues, market challenges and the product line. After that, a strategic content marketing plan was formulated and an editorial calendar developed.

Worked with Uson’s SMEs to create new blog posts, website content, Application Notes and technical articles that were published in trade publications.

Tiecas helped client evaluate different Marketing Automation (MA) packages and recommend the best fit, implemented and integrated MA with the frontend site, set up lead scoring rules and filters for passing data to the backend CRM system which was the driving force for all sales activities.

We built an online library of Application Notes for educating younger engineers who were not as well versed with leak detection technology. This content was gated and became a very good source of new leads.

Extensively used industry portals, directories and print ads to raise visibility, create thought leadership that provided a broader exposure and drove additional traffic to the website.

Results achieved after one year of content marketing:

  • 388.2% increase in site traffic after the first full year of content marketing
  • 18 page 1 and 34 page 2 rankings in Google for keyword phrases
  • 64% decrease in bounce rates
  • 146.4% increase in the number of new contacts generated from the website
  • 79% increase in number of sales qualified leads (SQLs)
  • 40.9% increase in number of deals won
  • A low seven figure additional revenue generated that is attributed directly to marketing

Uson’s President Charles D. Foran, Jr. had this to say about or engagement and our founder, “Very nice updates! I love working with you. You are very proactive and organized. You make my job much easier. In terms of SEO…we are taking no prisoners!

Achinta Mitra, Industrial Marketer extraordinaire, Marketing Automation manager and advisor, content creator, writer, and content manager, marketing consultant to be used across all projects as needed and directed, online technical guru/resource…html, web design/support, SEO, keyword strategies, etc…a can-do capable resource willing and able to help as needed.”