Measurable Marketing: A Case Study of Sioux Automation Center

The Client

Established in 1961, Sioux Automation Center, Inc. (SAC), is based in Sioux Center, Iowa. They are a global leader in the agricultural and equipment industries, manufacturing a full line of livestock feed mixers, baggers and manure handling devices to serve the needs of livestock producers.

The Situation

When conversations began between SAC and VistaComm, SAC was spending a substantial amount of money on digital marketing and getting no usable reporting, feedback or conversion details. Nothing they were doing was measurable. In fact, they did not fully understand what they should expect from their digital marketing dollars.

The Process

VistaComm’s digital marketing experts demonstrated the value of services that could help SAC get more for their money, track granularly and contribute conversions to specific keywords used in their marketing content.

The process involved hands-on, responsive communication by a VistaComm expert who later personally initiated the digital marketing revisions. To assist SAC decision makers in better understanding a complicated topic, scenarios from SAC’s own existing website were used via screen share techniques to demonstrate. These scenarios were supported by a wealth of analytical information.

The Solution

The VistaComm solution for SAC involved several important steps, the most impactful being:

• Properly configured analytics to better track website conversions to customers.
• Reconstruction of Google AdWords™ with call and conversion tracking.
• Systematic recording of live visitor behaviors, the end goal being the elimination of clicks needed to secure information.

The Results

[caption id="attachment_3128" align="aligncenter" width="650"]

258 of the leads generated were calls tracked off their digital ads and website. [/caption]

VistaComm helped SAC understand and define their audience by making their marketing measurable. SAC can now effectively manage and track goals and objectives, making better use of advertising dollars. So, how do the numbers look? In the first 4 weeks following revisions, SAC tracked 397 responses in the form of phone calls, submitted forms or website visits of five minutes or more. Responses continued to increase through week 16, totaling 1,757 new leads. Of those, 258 were phone calls tracked on their ads and website from potential new customers taking the next step to find out about SAC’s products.

And VistaComm’s partnership with SAC doesn’t stop there. Monthly review sessions are held to discuss outcomes and manage SAC’s digital marketing strategy based on conversions and actual measurable marketing data.

 

Since SAC began working with the VistaComm digital marketing team, we have a much better understanding of what our website can do for us. Their revisions have already positively impacted our sales and the way we approach new business.

Jason Jaworski, Marketing Manager
Sioux Automation Center, Inc.,
Sioux Center, Iowa

 

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