On Point Solutions is a leading supplier of metal fabrication equipment and manufacturing solutions including manufacturing consultation and project management. Based out of Sheboygan, Wisconsin, On Point serves clients throughout the nation with a focus on helping customers achieve one goal: to produce a higher volume of quality parts at a lower price per part.
The client came to us with an outdated website that no longer reflected the scope of the company’s services or their current needs as an online marketing tool. Their website had poor, inconsistent branding that had little reach and influence on the web. In addition to poor visibility, there was a disconnect between their brand and the services offered to current customers. Often, customers would assume services completed by On Point had been performed by outside vendors due to poor branding on their site.
On Point Solution’s website lacked strong, unique content to show their muscle and expertise in the industry. This, coupled with a nonexistent SEO program, resulted in the website having minimal organic reach and missed opportunities for new business from organic channels. Their site was not optimized for mobile, thus not allowing fast and efficient crawls from search engines like Google and Bing.
Finally, the website was not optimized to generate leads. All points of contact were being funneled through a single generic contact form. This made it hard to distinguish quality leads from those submitted, costing On Point time and money following up on potential dead-ends. Poor lead generation was coupled with a lack of KPI and conversion tracking to measure the performance of their site’s vital components. This made it difficult for the client to know what aspects of their site and marketing strategy needed improvement and where to allocate time and money.
Without the internal resources or time to address their needs, On Point needed to hire a digital marketing team to create a responsive website and supportive digital marketing and branding campaign. It was critical to find a partner with detailed knowledge and proven results in metal fabrication and OEM markets.
On Point Solutions selected Marketing Metrics Corp. based on MMC’s proven track record in developing and implementing effective marketing strategies for manufacturing companies. We worked with On Point to create a two-phase strategy that would address both their short and long-term marketing needs.
Phase 1 of our strategy for On Point Solutions started by building a responsive, conversion-optimized website. This included creating unique content, not only to boost their organic presence but also to effectively promote and market their unique capabilities as a business. Since most of the content on their old site was provided from manufacturers, we had our copywriters spend time on-site with the client to learn about their business, services and products before creating unique content that fully represented On Point Solutions.
We worked directly with On Point Solution’s sales and marketing teams to determine what information was needed to distinguish quality leads as well as identify their preferred clientele. Using this information, we created multiple conversion points and contact forms on their website which were optimized to reach the appropriate business connections and provide strong quality signals to the client.
On Point Solutions wanted to implement ecommerce functionality onto their site to offer web support to their stock parts catalog. We worked with On Point to determine the scope of their online catalog and developed a flexible and extensible product taxonomy that allowed for both ease of navigation and future growth. We used Shopify to create a seamless and integrated ecommerce experience into the site that allowed users to purchase stock parts through a simple-to-use, secure shopping portal with flexible form of payment and shipping.
On Point Solutions had a preferred CRM that we integrated into the new site. MMC worked with the client’s sales team to make sure the CRM was not only implemented correctly but that it met all their day-to-day and long-term needs. Once the CRM was implemented, we worked with them to establish KPIs and goals, setting up tracking for these on both their CRM platform and Google Analytics.
MMC took all these components and integrated them into a fast, highly functional and user-focused website designed to meet the client’s short and long-term needs. We implemented a refreshed, modern design to the new site that reflected the client’s brand identity. Most importantly, the new site was optimized for mobile to ensure that they could make connections with potential leads no matter their search platform or location.
Phase 2 of our strategy for On Point Solutions involves multiple ongoing marketing strategies both on and offline. Offline strategies involved branded email templates which are compatible with their preferred marketing tool. They are utilizing email event tracking on both their email platform as well as on Google Analytics. We worked with On Point in order to educate usage and implementation of best practices. We have also developed a prospect list for On Point Solutions to ensure they are optimizing their reach via email marketing.
We continuously create branded print marketing and sales tools, including sell sheets, PowerPoint and Word templates, and trade show marketing materials. This continued support allows On Point’s offline efforts to evolve with their services and offerings.
Phase 2 online strategies include providing an aggressive awareness and lead generation campaign across both web and physical channels and providing ongoing strategic support for the client’s marketing and branding initiatives.
Marketing Metrics Corp. implements ongoing strategic organic and paid search programs for On Point Solutions. Monthly we work with a refined keyword portfolio for the client based from historical keyword performance, industry research, and competitor research. Using this keyword research, we have optimized their webpages and products to reach On Point Solution’s ideal clientele via both paid and organic search listings while working to continuously improve the reach of both campaigns.
Our social media experts work with the client to provide strategic guidance for their social media content, including Facebook, Twitter, LinkedIn, Google+, and Instagram. We create and distribute industry-related content posts across these social platforms to show their position as a leading industry expert in their field.
On Point Solutions has experienced a 15% increase in sales revenue while working with Marketing Metrics Corp. The marketing campaign has generated a 273% increase in year-over-year traffic to their site. This includes a 167% increase in organic traffic and an 86% growth in organic traffic to the homepage with a 16% decrease in bounce rate.
On Point experienced a large increase in quality leads from their site, including over $25,000 in new ecommerce sales of their slag hog slat cleaner. Offering this product online allowed them to get their foot in the door with new business and streamline their product quoting process.
On Point Solutions has also experienced strong organic keyword growth year-over-year, increasing a nonexistent keyword portfolio to on that contains over 150 strong branded and industry relevant keywords, many of which either now rank on the first page or are experiencing strong upward mobility.
“Marketing Metrics Corp. effectively established us in a lead position in our industry. They took our visions and ideas and helped us realize true and tangible results. The partnership with Marketing Metrics Corp. is vital to our continued growth,” said Brad Peterson, President of On Point Solutions.
To find out how Marketing Metrics Corp. can help your business succeed, call us at 262-691-9229 or contact us today!
We've seen a substantial increase in new business sales since Marketing Metrics Corp. took over our internet marketing efforts. As a result, they are now also working with our sister company. Dan Erschen, Wisconsin Metal Parts, Inc.
Marketing Metrics Corp. developed an on-going digital marketing strategy for us that helped us to bring in new business, increase our market visibility and grow our top-line revenue.
Dave Zimmerman, Pivot Point, Inc.
We were able to meet face-to-face on a monthly basis during our website redesign project. It went so smoothly that I now outsource all of our marketing efforts to Marketing Metrics Corp.
Mark Morton, Rheocast Company
I've worked with Marketing Metrics Corp. since 2006 to improve our internet presence and ultimately our sales revenue. They are the industrial marketing experts in Wisconsin.
Jim Banovich, Marsh Electronics, Inc.