As part of a strategic marketing program, BNP Engage would spearhead a multi-layered search marketing campaign for Drummond Scientific focusing on both search and shop campaigns in the national market. The program included redesigning the website, migrating a separate eCommerce store into the website using WooCommerce and WordPress, PPC campaign optimization and management, as well as ongoing SEO services.
Drummond’s greatest challenge was generating sales and conversions at an affordable cost per conversion. In Q2 of 2019 before starting with Creative MMS, Drummond wasn’t running any campaigns in Google Ads or to Google Shop. The strategy to overcome these initial inefficiencies would demand launching the account’s campaigns and shopping campaigns all while overhauling the keyword research to be more precise.
Drummond Scientific has over 75 years of history, and needed a brand and digital marketing strategy that reflected both their history and future. Before first working with BNP Engage, they did not have defined brand guidelines. Their website was built on outdated technology and did not follow SEO or User Experience best practices. They launched an eCommerce store front on a subdomain, that created confusion between their catalog site and online storefront. They also wanted to be better known in the market for their custom manufacturing and OEM services, but were struggling with reaching their ideal audiences. They needed a foundation for ongoing marketing success, focused on generating sales qualified leads.
BNP Engage worked with Drummond Scientific to identify a strategy for digital marketing success. Brand guidelines, audience personas and customer journeys, and marketing campaigns were defined during a discovery and strategy phase. The ideal website information architecture was determined based on SEO data, competitor research, user experience best practices, and business requirements. The website was designed and developed on WordPress using a custom framework and site theme to accommodate the complex functional requirements for managing the full product catalog.
After the launch of the website, SEO and paid search marketing was launched to promote product sales and generate custom manufacturing leads. An ongoing support and marketing roadmap ensured that Drummond Scientific had the support of a dedicated team at BNP Engage when they acquired other companies, expanded functionality on their website, and grew their internal marketing team.
Generating sales and conversions
We love to be creative. And creativity goes hand in hand with strategy. Browse our Interactive Product Spotlights, Sponsored Digital Spotlights, and Co-Branded eBooks to see just what we have done for our clients. Can you benefit similarly from any of these?