B&G Manufacturing
B&G Manufacturing is a complex manufacturer and supplier of fasteners and precision parts for critical applications, including energy, medical, oil & gas, aerospace, and defense. The company specializes in developing cutting-edge precision solutions from its 170,000-square-foot manufacturing facility outside Philadelphia, PA.
When B&G first approached us in 2016, it struggled to compete online in a saturated market because its website was outdated, lacked engaging graphics and content, and didn’t scale well on phones and tablets. So, we helped update the website relic, transforming it into a fresh, modern, and engaging online destination for current and prospective customers to connect with B&G. Since then, we’ve continually offered new ways to help the company stay relevant and modern in an increasingly digital world. So, when we suggested new website updates to appeal to manufacturing audiences in 2023 and beyond, our client engaged us for another web redesign and accompanying digital marketing strategy.
Industry:
Family-owned B2B medical, energy, nuclear, aerospace, defense, and oil and gas manufacturing.
Solutions Provided:
IQnection is a leader in B2B digital marketing for manufacturers and distributors. We helped B&G Manufacturing achieve its business goals through customized web design, search engine optimization, and content creation.
Our partnership has continued through ongoing SEO strategies and content creation to best serve B&G Manufacturing and their clients.
Industry:
Family-owned B2B medical, energy, nuclear, aerospace, defense, and oil and gas manufacturing.
Solutions Provided:
IQnection is a leader in B2B digital marketing for manufacturers and distributors. We helped B&G Manufacturing achieve its business goals through customized web design, search engine optimization, and content creation.
Our partnership has continued through ongoing SEO strategies and content creation to best serve B&G Manufacturing and their clients.
Challenges:
Redesign the Existing Website, Rewrite Website Copy, and to Get their Site to Show up in Google.
Challenges:
Redesign the Existing Website, Rewrite Website Copy, and to Get their Site to Show up in Google.
Solution:
Web Design & Development
Redesigning the new B&G website involved taking its previously redesigned website to the next level by incorporating the following:
• Updated graphics – B&G liked the look of its website, so our creative design team maintained many stylistic elements from our 2016 redesign but further modernized and streamlined it using today’s website design best practices.
• Engaging and conversion-centered content – We added new content to the site to better capture and funnel visitors based on their intent, including adding a dedicated Markets Served section to the navigation that provides industry-specific content and solutions.
• Optimized infrastructure – Using the latest SEO best practices, we optimized the B&G website’s infrastructure to ensure it was responsive to every screen size and contained all the technical SEO elements to increase search visibility, such as meta, image/alt, and code optimization.
Finally, our web design and development process also included client-friendly visitor tracking capabilities and an easy-to-use content management system (CMS) for simple website updates that don’t require a programmer.
Web Design & Development
Redesigning the new B&G website involved taking its previously redesigned website to the next level by incorporating the following:
• Updated graphics – B&G liked the look of its website, so our creative design team maintained many stylistic elements from our 2016 redesign but further modernized and streamlined it using today’s website design best practices.
• Engaging and conversion-centered content – We added new content to the site to better capture and funnel visitors based on their intent, including adding a dedicated Markets Served section to the navigation that provides industry-specific content and solutions.
• Optimized infrastructure – Using the latest SEO best practices, we optimized the B&G website’s infrastructure to ensure it was responsive to every screen size and contained all the technical SEO elements to increase search visibility, such as meta, image/alt, and code optimization.
Finally, our web design and development process also included client-friendly visitor tracking capabilities and an easy-to-use content management system (CMS) for simple website updates that don’t require a programmer.
Digital Marketing
Our digital marketing team implemented a competition-conscious and growth-oriented strategy incorporating a strategic mix of tactics that included:
• Search engine optimization (SEO)
Our keyword strategy targeted phrases that would give B&G an edge in a saturated manufacturing space. For instance, the company offers a game-changing chamfering machine called the Stud Master that stamps parts and chamfers ends of parts simultaneously. To help B&G capitalize on this offering, we selected Stud Master-related keywords as part of our SEO strategy. We also collaborated with B&G to define a well-rounded mix of informational, navigational, investigational, and transactional phrases that align with different marketing funnel stages. These keywords formed a VIP list that shaped our SEO strategy, including on-page and off-page elements such as strategic link building, domain authority, and SEO content creation.
• Social Media
We deployed our expert social media management team to craft a social media strategy that would make sense for B&G’s manufacturing audience. We included LinkedIn marketing to demonstrate the company’s thought leadership in the complex manufacturing industry and publish content to aid lead generation. Facebook was also among the selected social media channels because we could use it to build relationships with B&G’s audience to generate followers and potential customers. Finally, we chose Google My Business allows us to post relevant B&G company updates for local customers and partners.
• Content Development
Customized website content also played a role in B&G’s digital marketing strategy, including premium content offer (PCO) that offers high-quality written content in exchange for contact information to help B&G build its lead database. The first PCO we developed was a Metal Guide by Industry, and we are planning more industry guides and manufacturing process information in 2023.
Beyond PCOs, we also created other custom content, such as specialty landing pages that promote B&G’s unique products and services, including the Stud Master.
• Trade Show Support
Finally, helping B&G generate more new business opportunities includes leveraging the power of digital marketing to provide trade show support, such as social media promotion and email marketing.
• Campaign reporting
Our advanced reporting tools use trending, heatmaps, and other technologies to conduct technical SEO audits, monitor keyword performance, assess website performance, compare against competitors, and produce various monthly and quarterly reports for B&G. Every month, we review these results with B&G, highlighting successful areas and pinpointing areas that need adjustments for improved performance. In addition, our annual reporting and planning sessions analyze year-end data to help us identify the best strategy for the coming year to help B&G continue progressing toward its goals.
Results:
Thanks to our specialized web design and digital marketing techniques, B&G has already seen an improvement in its domain authority score by 6 points, leading to higher search engine rankings and an increase in organic search visitors. B&G’s SEO performance is also showing positive results compared to its competitors, with an upward trend in organic website traffic and a more balanced ratio of new vs. returning visitors, indicating that new visitors are discovering B&G online and more are returning to engage with the company. Additionally, the custom Stud Master landing page we developed to help B&G stand out in a crowded market is now the second most popular entry point, accounting for over 10% of the website’s traffic.
Competitor Analysis
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