Case Study: Tantec UK
Their diverse range of technologies, which provide sustainable, environmentally-friendly solutions to traditional surface treatments, deliver enhanced surface performance for components made from a number of materials. These are often high-performance parts constructed from materials including composites, glass, metals and plastics. Whilst undertaking strategic activities during the Covid-19 pandemic, the company identified the need to drive brand awareness within the UK market, starting with an overhaul of its website and social media channels. As a result, it engaged with Worcestershire County Council on their Here2Help Business programme, which is designed to support local companies and help them sustain long-term growth. Tantec UK received a grant from the council’s initiative and commenced tendering for the project.
The Dynamize Marketing Group is a trusted marketing partner for a diverse range of customers across Worcestershire, supplying a complete range of integrated marketing services using both digital and offline marketing solutions.
It consists of two brands; Dynamize Marketing and Worcester Web Studios, a highly-respected web development agency. We were invited to tender by Tantec UK and secured the contract via a cost-effective, high-quality proposal tailored to the needs of the client.
Both parties met on a number of occasions early on, as we sought to get a thorough understanding of the client’s needs and requirements, exchanging ideas and agreeing a deployment plan for the initial web design and build phase.
This involved sitting down and discussing how the team at Tantec UK wanted the website to look and function, the content required and the need to incorporate e-commerce capability.
Meetings were held weekly to ensure accountability from both parties and to ensure we delivered the project on time.
After initial website designs were approved, our content management team liaised closely with Tantec UK to build out the website copy. This involved formulating a site content plan, determining how to provide potential customers with value-added information likely to convince them to use the company’s services. Sections agreed included how their products provide solutions for common problems, high-quality information on each process and the various industries the company serves. Furthermore, the state-of-the-art corona and plasma surface treatment systems produced by Tantec UK utilise complex, cutting-edge technology; therefore close collaboration was needed to ensure the features and benefits of each product were communicated in an easy-to-understand way for anyone reading – whether a qualified engineer or not.
To reinforce Tantec UK’s position as the premier provider of corona and plasma surface treatment systems across the United Kingdom, a coherent blog strategy was also put in place that sees educational, informative content published monthly on the website. This would contribute as content shared in the company’s social media strategy, as well as helping to attract more organic traffic to the website.
Search Engine Optimisation
The purpose of the project was to help drive brand awareness within the market and draw more traffic to the website. In tandem with the content strategy agreed, we deployed extensive Search Engine Optimisation (SEO) activities that would help drive Tantec UK’s website up the Search Engine Ranking Pages (SERPs) on the likes of Google. This involved ensuring all metadata and alternative text was optimised and page speeds were taken into consideration. The mobile-first offering also plays a huge part in rankings, ensuring that the website is optimised for viewing on mobile devices. Our technical marketing specialist also identified major keyword gaps across Tantec UK’s existing website – cross-analysing results with competitors – that helped inform specific page content and boost ranking performance.
As part of The Dynamize Marketing Group’s strategic marketing plan to drive Tantec UK’s brand awareness, the publication of effective social media communications began. The aim was to convey the company’s expertise in corona and plasma surface treatments, positioning it as an industry-leading organisation. However, the focus wouldn’t solely be on sales-related posts; in addition, the channels would provide customers with added-value content such as educational, industry-relevant blogs and expert white papers.
Pay Per Click Advertising
While the content plan, social media strategy and SEO activity were designed to drive organic growth, we also created and deployed a Pay Per Click (PPC) advertising campaign on behalf of Tantec UK. This was designed to complement the existing organic activity, further driving brand awareness with the company appearing as a paid advertiser at the top of Google results pages for relevant searches.
Meetings were held weekly to ensure accountability from both parties and deliver the project on time.
Search Engine Optimisation
Since both organisation’s partnered on this project, performance levels for Tantec UK’s website have risen exponentially. Levels of traffic have grown considerably via organic sources and, as a result, orders via the company’s new e-commerce store continue to grow.
The team have also received positive feedback from customers when attending multiple trade exhibitions since the website was overhauled. The Knowledge Hub is becoming a resource for prospective new clients looking to implement cost-effective and environmentally conscious technology.
The statistics for the change in traffic from before we revamped the website – up to August 2021 – are as follows:
New Users: +43.81%
Page Views: +154.74%
Bounce Rate: -19.86%
Average Session Duration: +364.64%
Furthermore, total website impressions throughout this time have trebled from 12,300 in the three months prior to rebuilding the website to 36,000 in the three months after. Branded traffic to the website has also fallen by 40%; this measures the amount of traffic driven by branded keywords (for example, people directly searching for Tantec UK).
A fall in branded traffic demonstrates visitors are finding the website organically via other keywords, such as ‘surface treatment’ or ‘vacuum plasma’. This exposes the brand and it’s website to a much wider audience.
The brand is now also appearing on Google Knowledge Panel – this demonstrates the quality of content across the website and the fact that Google perceives Tantec UK as an authoritative source of information.
These results demonstrate that the team at The Dynamize Marketing Group have created a well-designed, functional website underpinned with high-quality content and effective SEO activity.
Since the beginning of June, The Dynamize Marketing Group’s digital marketing experts have also been managing Tantec UK’s social media presence on LinkedIn.
In the last 30 days alone, the number of new followers has risen by 287%, while traffic directly clicking through to the website has increased by 500%. In the four months the marketing partner has managed the account, the brand’s overall following has increased by 15%. This growth has all been organic; no paid advertising has been conducted on social media to date.