How Content Helped Motion Industries Turn a Government Mandate Into a Profit Opportunity
The Energy Independence Security Act (EISA) dropped a bombshell — all electric motors manufactured had to meet new premium-efficiency energy mandates. Motion Industries, a leading national motor distributor, along with US Motors & ABB Baldor, were determined to turn the mandate into an opportunity to take a leadership position in the marketplace. But first, they needed a B2B content marketing agency to create the right messaging to meet their business goals.
With government mandates on the horizon, these industry leaders came to INDUSTRIAL with the goal of educating potential customers on how motor upgrades could benefit their bottom line.
Combining digital advertising with dynamically generated content, INDUSTRIAL developed a campaign to directly engage end users searching for non-premium efficiency motor replacements. We delivered personalized content that compared their non-premium motor to its premium-efficient replacement and showed the long-term energy savings gained by upgrading.
Any time an end-user searched for a non-premium motor, it triggered a series of digital ads that invited the user to learn more about a premium-efficiency alternative.
higher profit, premium-efficient motor upgrades and replacements sold as a result of this campaign
INDUSTRIAL does a great job understanding not only your digital marketing objectives, but your overall business.
Randy Breaux, Senior VP — Motion Industries
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