Breaking Through in a Competitive Global Market with SEO-Driven Strategy
Client: Innovative Process Applications (IPA)
Industry: Industrial Manufacturing – Roll Compactors
Location: Crestwood, IL (Global Market)
Services Used: Website Design, Global SEO, Conversion Rate Optimization, Blog Content Strategy, Email Campaign Design
The Challenge: Breaking into a Crowded Global Market with a New Brand
As a new player in the industrial equipment space, IPA needed to compete with legacy manufacturers of roll compactors—machines with long sales cycles and steep price tags. With a relatively unknown brand and zero SEO foundation, the challenge was to build both credibility and visibility in a very specialized market. IPA needed a partner who understood both technical SEO and how to build trust and authority with a high-investment audience.
Our Approach
1. Website Redesign for Trust & Lead Capture
We redesigned IPA’s website with a clean, professional look that supports:
- High-end brand positioning
- Detailed product pages with spec sheets and inquiry forms
- Conversion-optimized layouts
- Trust signals like testimonials, global partnerships, and capabilities
- Keyword-ready architecture for global SEO
2. Global SEO Strategy for a Niche Product
To generate organic leads internationally, we launched a focused technical and content-driven SEO campaign targeting terms like:
- “Roll compactor manufacturer”
- “Dry granulation equipment”
- “Fitzmill alternative roll compactor”
- “Industrial compaction systems”
Our SEO work included:
- Competitor keyword gap analysis
- Global on-page optimization
- International schema and structured data
- Technical audits and monthly enhancements
- Link building from industrial directories and blogs
3. Ongoing Blog + Content Strategy
To help position IPA as a thought leader, we write and optimize monthly blog content that:
- Targets long-tail, high-intent keywords
- Answers technical buyer questions
- Compares IPA machines with competitors
- Improves domain authority through fresh, relevant content
4. Email Marketing Campaigns
We designed and implemented branded email templates for:
- Lead follow-up nurturing
- Trade show follow-ups
- New blog alerts and product updates
- Seasonal industry insights
Emails are mobile-optimized and trackable, aligning with the company’s long-sales-cycle nurture strategy.
Results
Key Outcomes
- Significant international visibility
- Increasing monthly organic traffic
- Positioning as expert in niche market
- Blog is now a top entry point to site
- Engagement from email campaigns
- SEO outpacing larger, established brands
“M2 helped us develop a digital strategy that not only makes our brand look world-class but also brings in leads from around the globe. We’re punching above our weight—and it’s thanks to their expert guidance.”
Breaking Into a Competitive Market? We’ll Help You Stand Out Globally.
From niche SEO to content that converts, M2 builds marketing engines for high-ticket B2B brands.
