Working with Polaris MEP and Sidewalk Branding seemed seamless. SEO gets us in front of targets more effectively. Now, we are seeing benefits we would never have imagined.
Hultquist reached out to Polaris MEP, part of the MEP National Network™, after attending several informational events. Polaris MEP connected him with the digital marketing specialists from Sidewalk Branding. Sidewalk’s Chris Sheehy and his team emphasize function — how a website pulls in and captures new leads — over form.
Sidewalk put together a plan for web optimization that included: creating a new structure for the website that is optimized for search and helps sales reps effectively show products to prospective clients; expanding Orbetron’s digital footprint with social media and video; implementing automated campaigns and lead tracking, online and off; and developing engaging, search-optimized blog posts targeted to Orbetron’s priority verticals (plastics, OEM and pharmaceuticals).
Sidewalk’s search engine optimization (SEO) program prioritizes education and training for sustained results. Orbetron and Sidewalk meet monthly for content planning. What are the key messages, based on sales priorities? Where and how will that message be delivered?
The web messaging strategy was carried over to email marketing and sales. “Before, marketing was like tossing spaghetti to see if it would stick to the wall,” said Hultquist. “Now our messaging is streamlined and focused.” The website structure now allows for cross-promotion, and because of that Orbetron also has been able to strengthen and build new partnerships.