Engineered to the Top with SEO & Digital Strategy
HOW WE DID IT
Global
DEC-K-ING
For 40 years Global DEC-K-ING has been engineering outdoor solutions designed to withstand a diverse series of challenges.
When they first launched their product line back in 1978 they were in a market of their own. Today however competition in the outdoor home improvement sector is fierce – creating various challenges for Global DEC-K-ING.
This is a common scenario for former industry leaders. Especially those who were first to market and had the glory of an early monopoly.
A family-run business, Global DEC-K-ING’s newly appointed CEO came to us to help him regain the crown his grandfather once adorned. A challenge we were absolutely up for.
What We Did
The first step in our strategy was to lay the foundations.
CRACKING THE CODE
Strategic Solutions
As is often the case with companies with pre-internet roots, not a whole lot had been done on the digital front. Global DEC-K-ING had a website, but—like so many— it wasn’t optimized to drive business. A big reason for their drop in market share.
Following an extensive discovery session with the CEO where we extracted key data and insights, we formulated a strategy that addressed their immediate problems. While also working in tactics to build, position and increase awareness of the brand. A crucial piece of the puzzle when you’re operating in a crowded space with little that differentiates you from your competitors.
We then got to work with implementation.
On the digital marketing side we devised a combative SEO & conversion optimization strategy.
Much like the blueprints for a house, our strategy consisted of a series of components designed to work systematically to drive Global DEC-K-ING to the top of the search rankings – while also giving leads clear paths to filter through when they arrived on the site.
The framework was complex, but execution was formulaic. We began by laying the foundations, working in the appropriate keywords and tags. Followed by laying an expansive SEO grid-work that targeted 200+ locations and core keywords. We then reframed the entire website from the ground up—with a UX and conversion focus—building in specific promotional landing and product feature pages to support the wiring of the SEO network we were laying. This included the mapping of an interactive retail store and dealer functionality that allowed users to easily search/find products and retail locations easily – while tying into our overarching SEO strategy to dominate multiple locations across the country for core keywords.
To add further points of contact we drafted a wide-scale social media plan to build their social presence where formally they had none.
On the design side we overhauled the Global DEC-K-ING website to support our strategic blueprint.
The goal of our web strategy was threefold: to position the brand as the leader in their field, keep users exploring and drive conversions. All while reducing bounce rates and increasing user satisfaction to keep Global DEC-K-ING in good status with search engines.
Execution of this strategy centred on copy and calculated user pathway design. The two were formulated to work in conjunction. Clear, fluff-free copy was written that focused on the life-improving benefits of the products, along with key specs to ensure users were armed with the information needed to confidently pull the trigger. Bold headlines and clear buttons were also strategically placed to allow for easy scanning and drive click-throughs and conversions.
To round everything out we organized a product photoshoot to get the visual collateral needed to complete the site.
The result: a spark that once ignited was unstoppable – catapulting Global DEC-K-ING to the top of the search rankings and leading to a spike in sales that surpassed their former record and continues to rise.
We are proud to call Global DEC-KING a client and continue to work with the company’s CEO to take this family business truly global.
Visit globaldecking.com for all of your decking needs.
THE STRATEGIC MIX
Tactics Deployed
- National SEO Strategy Design, Implementation, On-Going Management & Reporting
- New, Fully Custom Website (Design, Development & On-Going Maintenance)
- Product Retailer / Dealer Finder Intelligently Integrated With Overall National SEO Strategy
- Custom Digital Product Presentation Design
- Custom Conversion Funnel Design & Development (Promotional Landing Pages, Product Feature Pages, Lead Forms, Backend Automation Architecture)
- Marketing & Brand Collateral Design
- Social Media Strategy Design, Planning, Management & Creative Design
- On-Going Social Media Consulting & Management
- Multi-Language Site Strategy, Coordination & Implementation
- On-Going Digital Strategy Consultation
- On-Going Digital Marketing Support & Reporting (Search Marketing, Landing Pages, Conversion Funnels, Digital Content Creation)
- Website Security & On-Going Maintenance
- Analytics & Reporting
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