The Challenge
DuraPlas needed to bring several brands together under one brand name with clearly defined product lines.
When we began working with them in 2018, two of their brands had HTML and PDF websites that couldn’t rank organically because of their structure, and two more had landing page websites so limited in content that they couldn’t rank either.
Their business was built on handshakes and in-person sales, and then the pandemic hit. They needed to start selling online, fast.
The Strategy
A Plan to Reach New Markets
We built a strategy to take a business built on in-person sales into digital, starting with its two largest brands.
Websites That Can Rank
We rebuilt two of the websites in WordPress so they could rank, and hosted the others.
Selling Through the Pandemic
Google Ads campaigns for the two largest brands helped the business reach new markets when in-person sales stopped.
Five Brands, One Name
We rebranded the sister companies under one main brand with individual product lines, driving traffic to one place instead of five.
The Work
Websites
We rebuilt two of DuraPlas’s websites in WordPress so they could finally rank organically, and began hosting the others.
Over the course of our work together, we redesigned and built four websites, ending with one main site where every product line has a home. On-page and off-page SEO grew traffic in every language they targeted, including 462% more Spanish-speaking and 2,200% more Chinese-speaking visitors, and email drip campaigns automated their lead follow-up.
Paid Media
When the pandemic stopped in-person sales, we got Google Ads campaigns up for the two largest brands, so the business could keep selling. On Meta, we ran brand awareness, website retargeting and lookalike audience campaigns to reach new buyers.
With the new ability to reach new markets digitally, DuraPlas grew globally, almost doubling sales in the first two years we worked together.
Rebrand
Finally, we rebranded all of the sister companies and brands under one main brand with individual product lines, instead of separate brand websites.
That let DuraPlas focus its marketing effort and budget on one place instead of five, and let the smaller brands benefit from the reputation of the larger ones. A campaign-based approach to social posting grew their social audience 665% in one quarter, building organic visibility that doesn’t rely on paid traffic.
