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Digital Marketing

Transformation Case Study

PPG Aerospace/ Cuming Microwave

PPG Aerospace soars after completing their website redesign

and digital marketing strategy rebranding

PPG Industries is a fifteen-billion dollar global supplier of paints, aerospace coatings and chemicals. Their Cuming Microwave division is a global supplier to the defense, automotive, medical and telecom industries. After years of struggling with managing their website and seeing their once prominent offline brand being chipped away by online competitors, the time had come for a completely new website and web marketing approach.

It was important for PPG Cuming Microwave to have a world-class looking website that reflected their strength as an organization. One of the main goals was to personalize a customer journey that encompassed all six of their target client verticals spanning aerospace, automotive, medical, telecom, electronics, medical and anechoic chambers.

The Challenge

During the website redesign discovery process, it became clear that Cuming Microwave needed to address its entire digital ecosystem, including brand messaging, logo tagline, search marketing and an updated online store to effectively compete online. This mammoth web marketing makeover paid off with an appealing website which effectively conveys credibility across Cuming Microwave's six vertical target industries, along with improved web traffic through SEO, paid search and a dash of B2B social media engagement to help them rise above the noise.

Website design across desktop, tablet and mobile phone devices

What We Accomplished

After an extensive SWOT workshop, Boston Web Partners created the new "Advanced Materials and Unrelenting Innovation" messaging tagline to reinforce PPG Cuming Microwave's prowess in the industry space. Steps were then taken to work with PPG Cuming Microwave to pull the domain out of a Google algorithmic penalty which was dragging down their organic search results. Boston Web Partners didn't stop there. We rebuilt their digital ecosystem from the ground up with the following:

Designed and developed a new 250-page website on time and on budget
Conducted a competitive SEO analysis and optimized all pages and content
Revamped the entire Google paid search campaign including remarketing
Designed and developed a new online eCommerce store with 60 products
Developed a LinkedIn social road map for light-but-effective B2B engagement
Developed the site on an easy-to-edit content management system (CMS)

Improved SEO - From Zero to (29) Page #1 Results in just 3 Months

Results

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In addition to a compelling, new website design, PPG Cuming Microwave now commands Google Page #1 SEO rankings for its most important (non-branded) keywords. Our SEO efforts were so successful, PPG Cuming Microwave now dominates Page # 1 with an average position of between # 1 and # 5 for the most competitive, non-branded key-phrases across multiple business sectors and industries. This resulted in spiking web traffic and a surge in new customers. The SEO campaign is reinforced by a strong Google Ads campaign, which included remarketing banners to help drive even more web traffic.

The end result was literally a web marketing transformation and an evolution from what was a tired, old website with no web strategy, to a world-class online presence with search marketing drivers in place to increase top line revenue.

View the new website here - https://www.cumingmicrowave.com/

View the Press Release Here - Cuming Microwave Website Launch Press Release

Learn more about the advantages of working with a proven digital marketing agency like Boston Web Partners