90% of all leads were coming from digital strategy but felt there was lots of room for increased lead generation Website needed a refresher, needed new functionality including a catalogue Current SEO and PPC were driving a lot of ‘untargeted’ traffic to the site based on keywords that were not relevant to their business offerings – needed to revamp campaigns to drive more targeted traffic

1. July 2014 Case Study
Heron Instruments
www.heroninstruments.com

2. Heron Instruments:
Who are they?
• 40+ years of experience in the design and
manufacturing of Water Level Indicator &
Groundwater Monitoring Equipment
• Focus on improving stability, durability and
ease of use of equipment in harsh
environmental conditions
• Global market, North America
manufactured
©2014 WSI. All rights reserved.

3. Heron Instruments
Business and Marketing Challenges?
©2014 WSI. All rights reserved.
• Marketing
• Traditional Marketing
• Were investing $90k+ in print annually with no means of real
measurement – not getting enough leads from this strategy
• Wanted to ensure $$ investment was measurable and leading
to real ROI
• Digital Marketing
• 90% of all leads were coming from digital strategy but felt
there was lots of room for increased lead generation
• Website needed a refresher, needed new functionality
including a catalogue
• Current SEO and PPC were driving a lot of ‘untargeted’ traffic
to the site based on keywords that were not relevant to their
business offerings – needed to revamp campaigns to drive
more targeted traffic
• Business Goal:
• Grow business by 15%+ year over year

4. Heron Instruments
Solution?
©2014 WSI. All rights reserved.
• Based on the current business and
marketing challenges, and factoring in the
growth goals over the next couple of
years, WSI created a customized Digital
Marketing Partner Program (DMPP - Gold)
that included:
WEBSITE/
MOBILE
REBUILD
Get
FOUND
Strategy
Results
Tracking
-
Analytics
LEAD
GEN
Conversion
Focused
Includes:
SEO, PPC,
Social Media,
Blogging,
Email
Marketing
Includes:
Metrics
Analysis, Goal
Tracking, a/b
testing
$$ Business
Growth

5. Heron Instruments
Implementation: What happened?
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• New Site Rebuilt for Conversion, launched August
2013
• Digital Marketing:
• Implemented an SEO and PPC (online advertising)
strategy to drive traffic that was focused on ‘long tail’
keyword phrases meant to drive more targeted traffic
• Implemented an Inbound Marketing Strategy:
• Social Strategy – Monthly blogging, weekly Social postings
(Facebook, Pinterest, Google+)
• Monthly Email Marketing to share content and drive traffic
back to the site
• Tracking - Analytics:
• Focus on monitoring traffic behaviour (where coming from,
when, what Keywords) and path of activity on site in order
to determine next best steps for improved month over
month results

6. Heron Instruments
Implementation: What happened?
©2014 WSI. All rights reserved.
Before
After – ‘Built for Conversion’
Added a comprehensive
catalogue
Before

7. Heron Instruments
Implementation: What happened?
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Mobile Friendly:
Newly designed
Website included
Responsive Design
coding
This allows the site
to automatically
adjust to various
screen sizes which
allows for ease of
use (no friction) by
the prospect
visiting the site from
a mobile device

8. Heron Instruments
Results?
©2014 WSI. All rights reserved.
• Since Relaunch of site March 2014:
• Revamped keyword stragegy & substantially
decreased PPC (advertising) traffic to site. Why
is this good? The high traffic volume was
untargeted and blowing through their budget
– now the leads they get from advertising are
very targeted, leading to a higher ROI from
and good quality leads for their business
• Average pages visited has increased 5 fold
and the bounce rate has improved for
targeted keyword pages, meaning people are
spending more time on their site and filling in
more forms and making more calls requesting
consultations.
• Since relaunch of site, overall converion is
5.53% resulting in 450+ targeted leads from April
to June 2014

9. Heron Instruments
Next Steps?
©2014 WSI. All rights reserved.
• Call Tracking – adding another layer
• Will be able to track calls from SEO, from PPC and from
‘other’ sources
• Will be able to associate keywords with specific phone call
lead gen
• This will help us better understand their prospect, which
leads to tweaking for better results
• Continue Site monitoring, SEO, PPC, monthly Blogging, Social
postings and bi-monthly email marketing
• Continue to monitor source of traffic, quality of traffic and
behaviour of traffic once they reach the site
• Recommend testing strategies to create new benchmarks for
overall month to month results improvement
• Review with client monthly and meet bi-annually to assess changes
to the business so they can be reflected in the ongoing digital
strategy

10. Video: What Heron Instruments Has to Say
What was their experience?
©2014 WSI. All rights reserved.