Zriha (Sunrise Group) HLAVIN INDUSTRIES LTD.
- Organic SEO Campaigns
- Sponsored Google campaign
- Network Media Campaigns
Zriha Group was founded over 50 years ago as a plastic-mold injection factory and has expanded their operations to include five independent departments, each of which is an enterprise of its own.
Organic SEO Campaigns
How did we accelerate a group of companies with multiple factories in the traditional plastic industry and transform their marketing into 100% digital?
Mission
With Zriha, several challenges were faced:
- Digital Marketing for a Traditional Industry – Zriha Group desperately needed to set up and connect to the Google infrastructure and social media platforms for the first time.
- Multifaceted Website – Building a Google promotion strategy for a multifaceted website that integrates several divisions from unique content worlds, different target audiences, and different areas of activity, etc.
- Reaching the key people of different divisions – Nurturing the key connections in each of the subsidiaries for a smooth collaboration and trust in the digital marketing process (which was focused on the long-term organic growth via Google promotion and SEO tactics).
Plan of Action
The interesting part of our success story with Zriha is in the process of building the strategy for the Google promotion and aligning it with the rest of their subsidiaries under one roof. No simple task for a large company in a traditional industry that also happens to be a conglomerate of five different companies, each of which with a whole separate content world of its own.
We had to build trust with the divisional managers at Zriha to prepare them for the project and our collaborative processes. Also, because we did not want to generate “system noise” with irrelevant inquiries, we invested considerable resources in understanding the organization and understanding the technical target audiences relevant to the division’s services. The relationships and collaborations built with the top executives in the group, along with keyword research that defined their traditional industry and B2B goals, resulted in a great successful story for our Google awareness campaigns.
Results
- Over 200 different phrases progressed – the group divisions appear for all relevant phrases searched on Google, and in the most prominent positions in the search engine results.
- Value for Money, maximizing the company’s marketing budgets – Organic promotion has become the company’s main marketing engine for new audiences, and after stabilizing it, it now allows marketing budgets to be directed to other channels (online and offline).
- Exposure to new content worlds – Organic promotion helped expose Zriha Group to new content worlds and enable smooth collaborations with other entrepreneurs who would have otherwise never discovered Zriha without the digital activity.
- Quality data collection – the organic activity and traffic analysis done for Zriha’s website enables quality data collection that is used for remarketing to the carefully selected audiences.