Global Expansion Strategy: Manufacturer Grows Leads 341%
Global expansion strategy for an electrical equipment maker entering the US: a new site and inbound program grew leads 341% and conversion rate 174%.
The Challenge
A Strong Brand Does Not Export Itself
Socomec's switching, monitoring and power conversion products were proven across a century of deployments. But the North American engineers, facility managers and procurement teams who specify electrical equipment had no reason to find them. They also had little reason to trust an unfamiliar name over incumbent suppliers.
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01
Low Visibility in Search
"We were barely getting any online visibility for the most relevant search phrases," said Socomec's Clemence Cragan. The US site was not generating the traffic, leads or revenue the market entry required.
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02
A Website That Did Not Convert
"Our user experience needed work and few of our visitors were converting into prospects," Cragan continued. The site gave a US buyer no path from interest to conversation.
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03
No Inbound Marketing
Growth at home was built on relationships and reputation. Neither transfers to a market where nobody knows you. Inbound marketing was unfamiliar territory for Socomec.
The Approach
How We Helped Socomec
We built a US-ready website and the inbound engine behind it. Select a phase to see the work.
Step 1 of 4
A Rebuilt Website for the US Buyer
We completely redesigned Socomec's site around clear brand messaging for a North American audience. It is mobile responsive, easy to navigate and built with conversion points rather than brochure pages.
Downloadable offers such as ebooks and white papers gave technical evaluators a reason to identify themselves.
Step 2 of 4
Content for Every Buyer Persona
Electrical equipment purchases run through committees. We built a content plan for each persona in the decision, from the specifying engineer to the business approver.
Each piece addressed the problems Socomec's ideal partners actually face.
Step 3 of 4
A First-Ever Publishing Program
Socomec had never blogged. We built and ran an editorial program with multiple audience-targeted posts per month.
It gave the brand a growing base of search visibility and a way to show expertise to buyers who had never heard the name.
Step 4 of 4
Marketing and Sales Alignment
New US leads only matter if they reach a sales process ready to work them. We built the plan that connects the inbound engine to Socomec's sales team.
The result: the market entry produced pipeline, not just traffic.
