Boosting B2B ecommerce revenue & user engagement through blog and email programs
The challenge
Royal Brass and Hose, a leading provider of quality industrial products, is well known for its technical expertise and responsive customer service. After launching their B2B ecommerce strategy, including a custom portal, they recognized the need for more robust SEO content to win more organic new users. Their vision was to highlight more products and services to their existing B2B customers and provide helpful technical support. Additionally, they aimed to engage their target audience through targeted email communication. However, they faced the challenge of developing a comprehensive content strategy that would resonate with their B2B audience, while also finding a way to segment their email campaigns effectively.
Our approach
We developed a tailored approach to address Royal Brass and Hose’s challenges. Our strategy was multifaceted, incorporating B2B ecommerce competitive research, website content engineering, keyword targeting, and segmented email marketing.
Content strategy and implementation
To address the need for more informative website content, we initiated a comprehensive SEO and content strategy. We interviewed subject matter experts at Royal Brass and Hose to create insightful and engaging articles covering a wide array of industrial products and value-added services.
An essential part of the strategy involved conducting thorough keyword research. We used various SEO tools to identify high-performing keywords related to Royal Brass and Hose’s products and services. Analyzing ecommerce analytics and B2B marketing metrics, we identified topics that resonated well with users and adjusted our content strategy accordingly.
Lastly, we redesigned the blog section on the company’s website, making it more intuitive for users to navigate and discover relevant content. This also involved categorizing the blogs to facilitate easy access and exploration for the audience, based on how they search and explore, and not just how the business internally categorizes its own products.
Email segmentation and template design
To ensure value to users, we segmented Royal Brass and Hose’s email lists based on industry and product preference. This enabled us to deliver the right content to the right ecommerce audience, enhancing the effectiveness of their email campaigns.
We created custom, branded email templates, creating a consistent and professional presentation of the blog content and products. We also optimized and AB tested over time for user experience and engagement.
Learn how our customer segmentation studies help B2B ecommerce businesses create more effective, personalized content.
Final result
Royal Brass and Hose experienced notable improvement in their website’s SEO performance, with enhanced visibility and organic traffic. Additionally, in the first several months of the campaign, email traffic was attributed to more than half a million dollars in online revenue, and the blog content continues to be a leading source for new, organic traffic to the site each month.
By the numbers
$200K+
blog-attributed revenue
$500K+
email-attributed revenue
100+
keywords in top 3 positions
This case study illustrates a holistic content and email strategy that can yield tangible results for B2B brands, manufacturers, and distributors looking to optimize their online presence and effectively engage their audience. By taking proactive steps to develop compelling content, enhance the B2B user experience, and segment email communications, companies can significantly improve their digital footprint and effectively engage their target audience.
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