Case Study: Adrian's Safety Solutions

Adrian’s Safety Solutions is focused on helping create safer work environments at an affordable cost. By using a growth-driven marketing strategy, we help them meet the demands of today’s market while reaching the customers of tomorrow.

  • 62%

    62%

    increase in conversion rate
  • 24%

    24%

    increase in website traffic
  • 120%

    120%

    increase in monthly quotes

The Work

Working with the talented marketing team at Adrian’s Safety Solutions, we have created multiple websites and managed several projects since 2011. The first step in their growth-driven marketing strategy was to leverage those creative assets and the data collected on them to help refocus the homepage. After reviewing the compiled heat maps and analytics data with their internal marketing team, we created a new design focused on increasing engagement with potential customers. It was specifically designed to guide leads to content and offers proven to generate conversions.

We also began a detailed content strategy involving new offers, blogging, and extensive technical and content SEO – all of which was supported by targeted digital advertising.

But the work we’ve done together doesn’t stop with basic web content…

Growing Together

We and the Adrian’s Safety Solutions marketing team have integrated our strategy into the overall workflow to help support their other marketing efforts.

We used HubSpot’s email marketing tools to create a campaign centered around the largest annual trade show to reach both current and potential customers. Before the show, we launched an email campaign inviting existing customers to visit the Adrian’s Safety Solutions booth at the trade show in order to further build that relationship and promote repeat business. After the show, we used data collected from attendees to thank people for visiting and connect with new contacts made there.

We also created a new piece of dynamic content: “The Materials Handling Safety Quiz.” In order to reach the largest potential audience, we used keyword research to give the piece an effective name. The quiz was designed to help those who work in safe materials handling find the right solutions for their problems and guide them to the products that best fit their needs.

Our continued review of the data and marketing strategy also helped us reevaluate a particular offer that was underperforming. Adrian’s Safety Solutions offers samples to potential customers to help them evaluate the product. By redesigning the presentation of this offer, we were able to greatly increase its conversion rate.

The Results

Since we began retainer SEO & Inbound Marketing services with Adrian’s Safety Solutions, the increase in efficacy of their digital marketing efforts has been remarkable:

  • 62% conversion rate increase
  • 24% increase in website traffic
  • Over 120% increase in quotes for rack safety products

"Not only has VIEO taken our existing marketing assets and developed them further, but their breadth and depth of knowledge in the realm of SEO, PPC, on-page content, and overall inbound strategy was helped us accomplish much more than we could have in house. By having VIEO as a partner, we are able to more easily reach decision makers by driving them to us and converting them to leads."

Laura Owens, Marketing Director Adrian’s, Inc.

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