In an industry where 6- and 7-figure price tags are standard, ELRUS Aggregate Systems aims to break into new territories and start their sales process online. Like another major industrial manufacturer – General Electric – ELRUS knows that online sales in the multi-millions are increasingly common. By positioning themselves (authentically!) on the leading edge of their industry, ELRUS is well equipped to "crush the competition" online.
The Challenge
In pursuit of new markets, ELRUS needs to ensure high visibility in key searches, offer valuable information to qualified prospects, and make the barriers to connecting as easy to overcome as possible.
Our Task
Kayak Creative developed a search engine friendly website where the technical information prospects need is easy to find. We then worked to educate their existing sales & marketing team.
The Solution
To make the site more user and search engine friendly, Kayak reorganized and redistributed content around ELRUS's key marketing messages.
By reorganizing content, Kayak was able to create specialized pages for each equipment model and service. These pages incorporate lead capture with model-specific requests, allowing ELRUS to gather robust lead intelligence before engaging a prospect. With greater intelligence, a sales team is better equipped to close a sale.
The Results
By integrating tracking software, model-specific lead capture forms, social media and education for an established sales team, Kayak has empowered ELRUS to generate a growing number of qualified leads (and the potential for a hefty ROI) from their website.
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