Accuplace and Inerjy

Problem


Accuplace is an engineering and manufacturing company providing innovative solutions for accurate adhesive part placement, medical device manufacturing and alternative energy production. When we started with them in 2006, they were an aggressively growing company with “best of breed” products for robotic extremely accurate label placement. These are very high end machines, often installed in an assembly line to place position critical components such as gaskets and labels. Their online marketing was all “do it yourself” and not very effective. They knew that people were searching for their solutions online, but they were not generating any qualified leads, even after a year of trying with their in-house team. 

They had a basic website with lots of images, but little text, and no calls to action.  They had been running a small Google Adwords Pay-per-Click campaign which produced a monthly cost but zero ROI. The website was not ranked at all, so virtually all their visiting traffic was from direct searches by people who already knew them. 

In addition to their basic business, they had an innovative new product being developed to label pathology slides in laboratories. With their “accurate” solution in hand, they knew this would be a hit if they could just figure out the marketing to support their winning technology.

Solution


We started with a website “conversion architecture” to dramatically increase lead generation from the people that were visiting the website. We set up sales paths for their most strategically important visitors and those that were bringing the company business most often. Calls-to-action were strengthened throughout the site. Navigation was streamlined making it easy to get critical information and easy to contact Accuplace when visitors were ready to buy.
The only driving of traffic initially was a $500 per month Google PPC campaign, and basic SEO.  The unique challenge was selling high end robotic machinery in a market saturated by consumer label applicators. Even this modest program was very successful.

The original metrics were all met:
  • Increase website traffic by over 100% in 12 months
  • Improve site “conversion” to a minimum of 1%
  • Increase “qualified leads” to a minimum of 11 per week.
At 15 months into the project, Accuplace introduced a new pathology lab slide labeler, with limited medical market distribution. Custom PPC with optimized Landing Pages supported a strong traditional marketing campaign.  In 9 months they sold the distribution rights at a handsome long term profit. Profits from the slide labeler sale were channeled into new medical products AND a totally divergent company in renewable energy, “Inerjy”. WSI built a website in only 4 weeks to get Inerjy marketing jump started. We are now building a new website again for Inerjy as they focus on distributed mid-scale wind turbine energy production for the USA.

Accuplace and WSI have now partnered on Internet marketing over a 4 year period creating tremendous value for Accuplace. Online B2B lead generation supported rapid change of their business focus in tough economic times.

Impact

Over the first 25 months of the project, calculated ROI was 165% and they ranked in the top 3 on Google for every important keyword we were working SEO for them. The client’s ROI has been “off the charts”.  Not only did they make over 500% ROI across the entire project, their consistent online marketing enabled rapid, strategic shifts in the business; “priceless”. Online lead generation for Accuplace’s stable product of robotic labeling equipment provided steady sales that enabled more rapid growth in new business areas. ROI tracking was exact with “sales” being the major metric.  The client invests a steady amount in monthly Internet marketing, constantly changing the direction with the business. It’s a long term partnership with WSI. Recent reports are that we are generating a qualified lead per day for them for their accurate label machines.

Client Testimonial:

“WSI has been an innovative and strong business partner.  We value their expertise and their hard work on our behalf – Jamie Schlinkmann, CEO, Accuplace.