Crafting a cross-channel marketing strategy to increase audience awareness and engagement online
digital marketing and social media strategy planning and implementation
CLIENT
KEY SERVICES
Social Media Calendar Planning, Execution and Reporting
Search Engine Optimization including Keyword Analysis, Page and Site Restructuring, Content Development
Social Media and Search Ad Campaigns
Competitor Analysis
Press Release Creation and Distribution
Event Planning and Promotion
Sales Support Tool Fulfillment
THE CHALLENGE
EDGE Industrial Technologies (encompassing Leverwood Knife Works, TGW International, and Pearl Technologies) sought a strategic partner to enhance online awareness and lead generation. Dissatisfied with a previous agency's lack of transparency and measurable results, they turned to WayPoint for comprehensive digital marketing solutions. The challenge lay in accessing insights from the previous agency's efforts to establish a baseline for improvement.
OUR APPROACH
WayPoint prioritized transparency and communication, fostering trust with EDGE through open dialogue and strategic support. Initially focusing on basic PPC, SEO enhancements, and social media scheduling, we gradually expanded our services to encompass full-scale digital marketing and website improvements. Our holistic approach included strategic planning, event support, competitive analysis and ongoing PPC campaign management. We tailored our efforts to each brand's unique needs, continuously monitoring industry trends and refining our strategies to maximize results.
THE RESULTS
After one full year of collaboration, EDGE and its brands experienced significant growth across various metrics:
Social Media Performance:
Audience: +520 new followers (increase of 534%)
Published posts: 438 (increase of 500%)
Impressions: 77,594 (increase of 243%)
Engagements: 7,422 (increase of 242%)
Engagement rate: 9.6% (increase of 5%)
Notable success was achieved with one specific tradeshow campaign, driving high engagement rates and impressions. Additionally, posts categorized as "Events, Tradeshows, and Speaking Engagements" generated substantial interactions.
Website Performance:
TGW International:
28.47% increase in sessions
Engagement rate increase of 12.46%
Traffic from organic search improved by nearly 100%
Leverwood Knife Works:
10.82% increase in sessions
Engagement rate increase of 7.45%
Average session duration improved by 31.25%
Pearl Technologies:
23.24% increase in sessions
Engagement rate increase of 6.76%
Traffic from organic search improved by 68%
Through strategic planning, targeted campaigns and continuous optimization, WayPoint helped EDGE Industrial Technologies achieve remarkable growth in online presence, engagement and lead generation.
