Goyen Case Study

This case study details Genuine Goyen Valves and their expansion from the successful Canadian market into the challenging terrain of the United States. Focused on providing clients with the highest quality Goyen and Mecair Dust Collector Valves, the company offers an online catalogue with a process-aligned approach. Goyen aimed to leverage its Canadian success while customizing its strategy to meet the unique demands and nuances of the US market. Recognizing the need for expert guidance, we facilitated their expansion and strategic marketing efforts.

Strategy + Branding + Website + SEO

The Challenge

Genuine Goyen Valves needed to understand different market conditions in the USA, seize marketing opportunities, and launch a new online catalogue to showcase their products in a more challenging market.

Our Process

We audited Genuine Goyen Valves’ Canadian operations and researched USA consumer behavior, trends, and competition to identify targeted market opportunities for Genuine Goyen Valves’ products.

We Delivered

With a redefined brand identity to set Genuine Goyen Valves apart, we could successfully introduce SEO and ad campaigns for lead generation. A user-friendly website and customized online catalogue were designed to boost conversions.

A sleek new look.

Genuine Goyen Valves come straight from Goyen Controls Co., a true trailblazer in industrial filtration. When they wanted to freshen up their brand identity and website, they came to us for help. After carefully evaluating their products, we put together a sleek logo highlighting the industry’s efficiency demands. Our design, with its Hex cap shape, demonstrates Goyen’s dedication to the industrial world.

Genuine Goyen Valves Branding

Genuine Goyen Valves come straight from Goyen Controls Co., a true trailblazer in industrial filtration. We were excited to hear when they wanted to freshen up their brand identity and website. After carefully evaluating their products, we put together a sleek logo highlighting the industry’s efficiency demands. Our design, with its Hex cap shape, demonstrates Goyen’s dedication to the industrial world.

#2D4A77

RGB 56,108,138

CMYK 32,12,0,46

#24416B

RGB 96,137,161

CMYK 25,9,0,37

#15304B

RGB 14,125,160

CMYK 57,14,0,37

#E7E8E9

RGB 0,160,222

CMYK 87,24,0,13

Brand Pillars

Genuine Goyen Valves is focused on 3 brand pillars:

1

Providing the best possible customer experience and service.

2

Providing clients with the highest quality Goyen and Mecair Dust Collector Valves in the USA.

3

Providing an extensive range of products, boosting the efficiency of dust collectors.

Genuine Goyen Valves Website

The main objective of the Genuine Goyen Valve website is to provide a product catalogue for prospects and clients to view products and submit a product order request.

With hundreds of products, this project involved close collaboration among the varied departments within our team. The content was written with a focus on SEO, the design was strategically arranged to improve the overall customer experience, and the website development was implemented to guarantee seamless, secure, and swift functionality.

Genuine Goyen Valves Catalogue

Creating an online catalogue comes with its own set of challenges. Ensuring that product information (including specifications, images, and pricing) is accurate and complete can be challenging. The designers had to ensure the navigation system was user-friendly to provide a seamless browsing experience.

Poor navigation can result in frustration and abandonment of the catalogue. Our development team ensured that it was responsive and provided an optimal viewing experience on various screen sizes. We also implemented robust security measures to protect both customer data and the integrity of the catalogue. Overcoming these challenges required a combination of meticulous planning, effective collaboration between teams, and leveraging technology to streamline processes and enhance the overall user experience.

Google Ad Campiagn

In creating a comprehensive marketing strategy for Genuine Goyen Valves, we strategically leveraged a US-based Google advertising campaign to drive lead generation. To enhance the effectiveness of the campaign, we conducted thorough research to pinpoint the most relevant keywords, demographics, and interests that aligned with Genuine Goyen Valves’ target audience. This approach not only optimized the campaign for search engines, but also ensured that the advertisements reached potential customers with a genuine interest in the products offered.

Search Engine Optimization (SEO) Campaign

Our marketing strategy for Genuine Goyen Valves also involved running an SEO campaign to drive organic traffic and generate leads. With Geuine Goyen Valves being one of many companies to sell Goyen and Mecair Dust Collector Valves in the USA, implementing SEO was crucial to allow them to compete in a saturated market. We developed a strategy to incorporate relevant keywords, meta tags, and other SEO elements throughout the website. Since the majority of the website is used to showcase products, the SEO plan included optimizing the catalogue for search engines to drive organic traffic.

Summary

Our project with Genuine Goyen Valves showcased the skills of each Topsite department. Initially, we faced the challenge of assisting Genuine Goyen Valves to enter a wide and saturated market. After intense market research, we developed a custom strategy that included a redesigned brand, a user-friendly website, and a fully customized online catalogue. In addition, we created targeted US-based SEO and Google advertising campaigns, not only to optimize lead generation, but also to ensure Genuine Goyen Valves was successfully introduced into the highly competitive US market.

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