Background
A European top specialist in cable management solutions sought to optimize its existing digital assets in China’s competitive industrial market. While the company had maintained foundational WeChat and SEM operations, its metrics indicated untapped potential for growth.
Challenges
• Slowly WeChat follower growth and low reading volume compared to the follower numbers.
• SEM efficiency gap, click-through rate (CTR) lagged behind industry benchmarks and with a relatively low website session.
• Competing with 20+ competitors on Baidu ecosystem.
Our approach
1. Website Optimization
• Shifted from product-centric posts to problem-solving.
• Launched QR code-driven campaigns at industry exhibitions to bridge offline and online audiences.
• Added quick-access technical support via WeChat menu integration.
2. SEM Intent-Based Optimization
• Reallocated 60% of budget to long-tail keywords for specific industries.
• Reallocated 8 industry-specific landing pages with dynamic content for equipment manufacturers.
• Implemented real-time bid adjustments for competitor keyword targeting.
3. Website Conversion Pathway Redesign
• Reduced page load time by 62% through image compression and server optimization.
• Introduced a progressive engagement system: Whitepaper downloads → CAD file access → quote requests.
• Added geo-targeted CTAs for key industrial regions (Yangtze River Delta, Pearl River Delta).
Results (6-Month Collaboration)
• Gained 1,081 net new followers with high rate of tagged as engineers or procurement specialists
• Average reads/post increased 120% , technical content achieving 12% share ratio
• CTR improved 139%
• Cost per technical inquiry dropped 55% through intent-based bidding
• Monthly sessions rose 87.5%
• High-intent conversions (CAD downloads + quote requests) increased 3.2x
• Secured 9 first-page Baidu rankings for critical technical keywords