Wika

WIKA and EVG have partnered since 2012, collaborating on B2B content strategy, production and social media management.

"Some executives scoff at the idea that content can help convert into customers. EVG has helped us prove that customer-focused content opens doors many times faster than just having a product brochure that looks and sounds like all others. EVG has been instrumental in helping us create insight and transmit it to customers, reframing our offerings in the process."

The Client

WIKA Instrument, LP, with U.S. headquarters in Lawrenceville, Georgia, is the worldwide leader in global pressure and temperature instrumentation. For more than three years, EVG has functioned as the content-creation arm of the company’s marketing department.

“Breaking buyer assumptions to make complex sales starts with having smart things to teach customers,” says Bill Anderson, Group Marketing Manager for WIKA Instruments, LP. “But, in situations where the customer is an industry veteran, the burden of proof is high. We engaged with EVG so we could turn our insights into easily-digestible, believable, and thought-provoking content.”

Challenges

WIKA had a content deficit, producing brochures and spec sheets, but without a content marketing plan in place. While present in the market with basic marketing material, that strategy had contributed to a commoditization of their products. WIKA approached EVG as a partner for content strategy, social media guidance and building technical, useful content to benefit its audience.

“Some executives scoff at the idea that content can help convert into customers,” says Anderson. “EVG has helped us prove that customer-focused content opens doors many times faster than just having a product brochure that looks and sounds like all others.”

Solutions

EVG worked with WIKA to create a content strategy focused on the company’s audience personas, which included a blogging campaign, social media work, website copy and other content pieces related to campaigns.

  • Gap analysis to gauge the market, competitor landscape and content deficits
  • SEO and content revisions for the website
  • Blogging
  • Customized analytics to track efforts
  • Social media management (Facebook, Twitter)

The Numbers

  • Blog organic search traffic up 57% (2013 to 2014)
  • Traffic referred from social media to blog up 120% (2013 to 2014)
  • Website visits up 15% (2013 to 2014)
  • Website bounce rate dropped by 11% (2013 to 2014)
  • Request for Quote (conversion) up 113% (2013 to 2014)

“EVG has been instrumental in helping us create insight and transmit it to customers, reframing our offerings in the process,” says Anderson.

Impact

Wika Case Study Impact