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Their Challenge

Virnig Manufacturing first met with Leighton Interactive to discuss content marketing options and a website audit. Virnig was in search of a marketing agency to assist them with content creation to better reach their end users, and ultimately grow web inquiries. While Virnig Manufacturing products are purchased through dealers, they understood the importance of educating its end users.


Our Solution

Leighton Interactive put together an inbound marketing campaign strategy, which focused on content creation targeted at Virnig’s buyer personas and bringing prospects through the buyer’s journey, as well as site optimization and conversion opportunities.

Content is the foundation for lead generation efforts and we created content specific to what Virnig’s potential customers were searching for. At the center of content creation are keywords, or the terms and phrases your customers are using to find information. Keywords are essential to gain insight into your potential customers’ questions, pain points, and interests. Virnig’s target audience used key search terms such as skid steer attachments, as well as attachment-specific terms:  skid steer brush cutter, skid steer bucket, etc. Leighton incorporated these key search terms, as well as many others, into their content and offers. By creating content specifically designed to attract Virnig’s ideal customers, we brought in qualified prospects for their business and kept them coming back for more.

Stats Galore!

Since the blog went live in June of 2017 …

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“I was viewing the Brooms ebook today and thought to myself, There’s no way I could accomplish this without Leighton’s help. This time together has been a huge learning experience because for my first 3 years I had to do-it-all. I’d literally be drowning right now since there’s so much to do. Looking forward to the future.”

Tyler Monson | Marketing Assistant, Virnig Manufacturing

The Results

Since the blog went live in June of 2017, Virnig has received 33,800 views. Those views they would have never had if not for the blog! Their landing page “Request a Quote”, to date, has over a 21 percent submission rate with 468 total submissions. Their Brush Cutters eBook also has a significant submission rate of 16 percent, with a total of 148 submissions. Users have increased by 40 percent, also bringing in a new user increase of 36 percent. In the last 6 months, Sessions have increased by nearly 30 percent and the number of pages per session has increased by 4.4 percent. We only expect better results moving forward.




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Do you need help generating online leads in your Manufacturing business?

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