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Family-Owned Tape Converter

Digital transformation and increased engagement  

Meet the client

A 4th generation family-owned and -operated manufacturer that converts stock films, foils and pressure sensitive tapes into custom die-cut parts and rolls for their industrial clients. For more than 70 years, the leading tape converting company has worked with businesses in almost every sector, from large manufacturers to small job shops.

Situation

When trusted tape provider approached Brandpoint, they were competing against larger companies with superior marketing resources, which led to their services being overshadowed in search rankings. Seeking to gain a competitive edge, the company aimed to enhance their website’s search rankings, connect with leads through engaging content, and generate more inquiries, highlighting their desire to differentiate themselves in the market.

Strategy

For many years, we sold through word-of-mouth and feet on the street. Now the business needs to evolve to keep up with a sales cycle that has drastically changed.” -President of the family-owned tape converter

Potential customers were increasingly relying on online resources to find and evaluate service providers, and the tape converter recognized the need to adapt and improve their online visibility to capture that audience. The collaboration between Brandpoint and the company lead to a comprehensive digital marketing strategy designed to attract more prospects to the tape converter’s website, and then guide them through the sales funnel with lead-nurturing tactics. This strategy was built upon the foundation of website optimization established in the first contract and aimed to set the stage for future growth-minded tactics.

Execution

We did a lot of work with our website first, which is not in my wheelhouse. I wanted to try to clean up our digital footprint and make my website look more inviting.
-President of the family-owned tape converter

To lay a strong foundation, the initial focus of Brandpoint’s execution was on optimizing the company’s website. SEO tactics were implemented to increase search visibility through the expansion and optimization of webpage content. Simultaneously, the website was then enhanced to provide a seamless user experience through improvements in loading speed, mobile responsiveness and navigation. Additionally, website content was updated to align with the refreshed brand messaging, ensuring clarity and consistency.

Results

Since the start of Brandpoint’s collaboration with the materials converter in 2021, site engagement has increased along with conversions.
55 %
Increase AVG Session duration
2 %
decrease bounce rate
6 %
increase pages per session
6 %
increase goal completions

Let’s make your manufacturing content work for you.