Case Study: Competitor Analysis for U.S. Manufacturing Industry
The campaign was a need for the Customer—a U.S.-based manufacturing and automation solutions provider—to gain a competitive edge in a rapidly evolving market. Facing stiff competition from giants like Schneider Electric, Siemens, and Honeywell, the company struggled with low web traffic and engagement.
The campaign was a need for the Customer—a U.S.-based manufacturing and automation solutions provider—to gain a competitive edge in a rapidly evolving market. Facing stiff competition from giants like Schneider Electric, Siemens, and Honeywell, the company struggled with low web traffic and engagement.
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They knew they needed to better position themselves in high-growth areas such as decarbonization, ESG solutions, and sustainability—sectors that were becoming increasingly important to their target audience.
That is when Build Ads Online pitched to the customer. Our team embarked on a deep dive into the current market trends, competitor strategies, and the Customer’s digital performance to craft a strategic roadmap for growth.
By offering insights into untapped opportunities, we positioned them to rise above the noise and grab the attention of high-level decision-makers across industries like energy, oil refineries, and mining.
The Challenge
From the outset, the Customer’s team was fully involved into the creative process. They provided key insights into their target audience, which included senior-level professionals and decision-makers in areas such as research, engineering, and quality assurance. This close collaboration allowed us to tailor our strategy to meet their specific goals and ensure alignment with their brand vision.
Using tools like SEMrush, we identified the top players dominating both organic and paid search channels
We found that their direct competitors focused heavily on decarbonization and sustainability in their messaging—an area where our customer could make their mark but with a unique twist.
We helped them shape their unique selling proposition (USP), emphasizing their expertise in providing automation solutions specifically designed for the decarbonization needs of U.S. manufacturers.
The Strategy: SEO and Organic Growth
We conducted an in-depth SEO audit, uncovering high-volume, product-aligned keywords like “Automation Solutions for Manufacturing” and “Decarbonization in Industrial Production.”
By optimizing the Customer’s website content to target these terms, we aimed to boost their organic traffic and improve search rankings.
Our content strategy emphasized creating authoritative blog posts, whitepapers, and case studies to highlight the Customer’s thought leadership in automation for sustainability.
Paid Advertising Insights
Analyzing the competition’s paid ad strategies revealed gaps, especially on LinkedIn. Competitors were not fully leveraging LinkedIn to target high-level decision-makers in niche industries.
We recommended running Sponsored Content ads and using Google Ads to target keywords like “ESG Solutions for U.S. Manufacturing.”
This multi-pronged approach allowed the customer to reach a more qualified audience at various stages of the buyer’s journey.
Results: What Worked
Competitor Insights Drive Strategic Positioning
By analyzing both direct and indirect competitors, we discovered opportunities where the Customer could differentiate themselves.
For instance, while their competitors were strong in organic search, they had not fully capitalized on LinkedIn advertising.
We advised the Customer to take advantage of this gap by focusing their paid efforts on LinkedIn, where decision-makers from energy, mining, and chemicals were more likely to engage.
Content and SEO Alignment
Our SEO and content strategy paid off, driving increased organic traffic. The creation of specialized blogs on topics to captured the attention of search engines but also resonated with their audience.
Customer Engagement Enhances Campaign
The collaborative approach between Build Ads Online and the Customer proved invaluable. Real-time feedback from their team allowed us to continuously refine the campaign’s messaging and creative assets. This agile method ensured that the strategies stayed relevant and impactful.
Key Takeaways for Improvement
- Refining the USP: We suggested that the Customer further enhance their USP by focusing more on decarbonization and ESG compliance. Their unique ability to offer automation solutions in these high-demand areas could help them stand out even more in a crowded market.
- Diversifying Paid Ads: While LinkedIn ads proved effective, we recognized that earlier investment in this channel would have yielded greater results. We also identified opportunities for exploring other platforms like YouTube for reaching a broader audience.
- Benchmarking and KPIs: We advised setting clear benchmarks and KPIs from the start. This would provide the Customer with a clear view of performance, making it easier to adjust strategies as needed.
By blending competitor analysis, SEO optimization, and strategic paid advertising, Build Ads Online helped this manufacturing and automation solutions provider redefine their position in the U.S. market.
Now, with a clearer understanding of their competitive landscape, stronger digital presence, and a refined marketing strategy, the Customer is poised for significant growth in key sectors like sustainability and decarbonization.
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Kristofer Lazona
Build Ads Agency Partner
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