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Construction & TradesRIMEX
Web Design- Digital Strategy
- Paid Media
- Search Engine Optimization
- Content Marketing
- Web Design
- Digital Strategy
- Paid Media
- Search Engine Optimization
- Content Marketing
Challenge
RIMEX is a manufacturer of wheels and rims for mining and industrial vehicles. They began a small operation in 1976 and, over 45 years, have expanded globally with multiple locations across Canada, the US, China, Indonesia, Singapore, Australia, Chile and South Africa. However, despite their massive growth and success, they were still relying on traditional marketing and sales channels. Covid-19 forced RIMEX to move marketing dollars away from traditional media, trade shows and other channels to digital. Yardstick’s tack was to help with this transition and to ensure that the volume and quality of inquiries from digital sources was equal to or better than traditional marketing channels. Yardstick embraced this challenge and went to work.
Solution
We began by building a new website for RIMEX which helped to get them a visual presence that offered a superior user experience compared to similar manufacturers in the mining sector. And we optimized that site rigorously for select phrases that we knew had search volume and which were not confused with searches for consumer-grade products. With that in place, we then went to work on lead genearation.
To help RIMEX grow it’s volume of inquiries from digital sources, Yardstick worked with the RIMEX sales and marketing team to develop and refine a strategy that focussed on capturing market share for products that:
- would be sold in larger volumes and not one-off wheel orders;
- RIMEX has had a lot of success manufacturing and selling in the past and;
- are wheels and rims for more widely used vehicles (vs niche machines owned by only a few specialized operations);
With this strategic focus in mind, Yardstick went to work on a number of tactics. We developed a paid media campaign and tested out different messages, mediums, platforms and ad formats to arrive at a mix of paid media that delivers consistent and relevant traffic. We then developed specialized landing pages that allowed us to test different images, offers, calls-to-action and content. We arrived at a set of ads and landing pages that are converting consistently and generating high-quality and relevant leads for their sales team.
We then layered in strategic content production. With the help of some of the RIMEX staff, we began producing content that targeted very specific keyword phrases that aligned with the needs of certain audiences and/or lines of machines. We need to keep a bit of this confidential. But, we are able to boast that RIMEX has achieved rankings for phrases that put them in the #1 position globally ahead of some major OEM manufacturing websites. A huge accomplishment for our team.
The campaign evolved even further when we launched ads and landing pages for another line of RIMEX products – industrial tire pressure monitoring systems. The SEO and ads for that line of products has had them see some of their best growth ever for that line of products with orders being placed by major corporations outside of the mining and industrial sector who have been looking for a solid, industrial TPMS. It’s been a thrill to watch that product evolve along with our marketing efforts.
Lastly, we’ve setup a wide range of reports and dashboards for the RIMEX management and executive team to allow them to monitor and track the performance of the marketing campaign in real time. This has been very useful for decision-makers trying who are forecasting revenue and deciding where certain budgets should be allocated.
Results
The end result has been phenomenal. RIMEX is growing and breaking 45-year old sales records. They have opened a second plant in China. The TyreSense TPMS has more active installations and interest now than ever. And RIMEX is proudly expanding it’s product lines to cover more than just mining wheels and rims. The latest version of the RIMEX website includes wheels and rims for agricultural equipment, on-highway vehicles (both steel and aluminum), trailer wheels and various wheel components. RIMEX’s future looks very bright as their marketing continues to both drive success and inform future strategic decisions.
What our clients are saying
Kevin and his team are fantastic. We’ve been working with them for some time now. They’ve built out some awesome landing pages for us that have been able to generate some solid conversions via our SEO. Big thanks to Kevin and his team for making digital marketing, something we know very little about it, a much easier process than I had initially imagined it would be :)
After 15+ years of dealing with a national firm, we moved to Kevin at Yardstick Services for our website redesign and digital marketing campaign. What a refreshing change…we received professional guidance and expertise from their team and they made the migration process seamless. After 3 years, we continue to receive excellent and timely service. They are a pleasure to deal with and I highly recommend them.
Our team has had an amazing experience working with Yardstick on our new website build. Very organized, professional and personable. Highly recommend and cannot say enough good things about this crew! Looking forward to continuing to work with Yardstick. THANK YOU for helping to bring us into the 21st Century!
I’ve had the pleasure of working with Yardstick Services for the past two years. They have used their expertise to optimize our website, implement SEO strategies to drive traffic to our website and to improve our social media reach. The results have been exceptional. Their creative approach, flexibility and commitment to data-driven ideas have significantly enhanced our online presence. I have appreciated Kevin and the entire team at Yardstick for being able to deliver high quality work that has produced amazing results for us, all within the constraints of our budget.
Our company, International Yacht Training Worldwide, has worked with Yardstick for over a decade and are more than satisfied with the design of our website, collaboration when designing, and, of course, their support over the years. Owner, Kevin McLeod, and all of the Yardstick team are there to offer assistance when the need arises. Yardstick has created a second website for a new division of our company, Global Yacht Club, which is in an infancy stage. Their design and support teams are amazing and I highly recommend their services!
Our organization has worked with Yardstick for many years and have found their services to be attentive and thorough. They provide excellent advice on security and web development. We are extremely happy with Kevin and Brendon and their expertise.
I have worked with Yardstick for several years now on multiple website development projects, SEO, and web security, and cannot recommend them enough. Through the development of each site, Kevin has provided expert guidance and cost-conscious alternatives. Everyone on their team has been very knowledgeable and shown their commitment to meeting our needs, expectations, and timelines.
The website has totally revolutionized our organization. It’s a total game changer. We’ve gone from 4,000 people a month viewing our site to 24,000 people a month. We’re overwhelmed with the number of inquiries and requests we’re now getting.
Thank you for your unwavering support, leadership and patience in prep for this timely launch. On behalf of the JDS team, we are so appreciative of, not only Caitlin’s work (over the long weekend to ensure our deadlines were met), but your dependable and honest guidance.
We have been collaborating with Yardstick for a few years now for website development, SEO strategy and web security. Kevin and the Yardstick team are great – they provide professionalism and expertise but with a human touch that make it all the more enjoyable to work with them.
Also, for those of us who are metrics-driven, Yardstick’s regular updates on our firm’s online performance are fantastic!
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