Company: TopSpot Internet Marketing
Company Description: Founded in 1995 and based in New York state, Stainless Steel Products is a leading materials manufacturer and supplier specializing in round and flat wire as well as value-added metal products. They also stock wire, tubing, bar, strip, and more.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Agricultural / Industrial / Building
 Nomination Title: Fulcrum Lifting New Site Raises Quality Leads
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The Web project started in September 2022 and the site launched in June 2023.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Fulcrum Lifting provides lifting and rigging parts and products, plus services like rigging gear inspection and repair, load testing, and equipment training. With four branches in the Midwest, they serve industries including construction, infrastructure, and manufacturing with rigging products that aid the movement of bulk or assembled materials.
They needed help competing in a competitive search landscape, including large retailers like Amazon and Home Depot. They also needed to differentiate their business from other shops offering specialized equipment. They came to TopSpot in 2021 and began a partnership that included PPC, SEO, and call and form analytics services. At the start of the relationship, it was clear content was their greatest challenge.
The original site1 had nine pages offering little content for SEO and PPC to pull from. TopSpot immediately set up new pages and navigation in the first year to get their program off the ground.
Central to TopSpot’s recommendations is the B-SMART Method2, which approaches content by reviewing user intent and utilizing specific keywords industrial buyers use in their search. TopSpot's proprietary tool LOOP3 shows conversions, form submission details, and lead quality, allowing us to capitalize on keywords used by leads and apply them to our strategy.
However, with 3,000 quality products and services available, it became clear a new website was required to organize and detail Fulcrum’s capabilities to feed digital marketing efforts and to create top-notch user experiences that drive quality leads. In late 2022, the website project commenced and launched in June 20234.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
The TopSpot team utilized the website rebuild to add more opportunities to help or educate customers about the extensive products and services offered by featuring B-SMART content. B-SMART considers what qualified industrial buyers search for, including brands, shape/size/SKUs, materials, areas of industry, requirements, and type.
For instance, instead of stopping at lifting chains that can be purchased at a large retailer, we created content for cargo transport carbon chains, stainless steel proof coil chain, and grade 100 alloy lifting chain. Instead of stopping at wire rope, we created content for the more specific stainless steel aircraft cable and steel wire rope for Cranes5.
This level of detail requires organization, so products were categorized by application and included content detailing possible applications that could appear in rich results6. From there, product options are offered with further explanation of uses plus charts showing additional specifications like sizing, capacity, and carried brands.
We created a product database to support a quote cart option. This feature enables customers to add products to a cart and request a quote for the total from the store owner. Call-to-Actions for the quote cart can be found on all product charts for easy additions.
With B-SMART content in place within a modern design, SEO and PPC efforts became more robust, and the user experience improved. As a result, the paid search campaign strategy built more specific campaigns to target quality traffic for priority products and send those users to specific product pages7.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 212 words used.
With content to power successful SEO and PPC strategies, the Team began to see an increase in conversions within the first 90 days after the new site launched, exceeding the number of conversions from the start of the year in half the time (182 vs. 200).
The revised website saw an overall increase in website conversion rates when comparing pre- versus post-launch data.
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- The first half of 2023 (pre-launch) saw 182 conversions in 4 channels.
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- The second half of 2023 (post-launch) saw 413 conversions in 6 channels, meaning conversions doubled.
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- Overall conversions saw an increase of 126%
While an increase in leads is great, the lead quality is what really stands out in this success story. Using the LOOP lead tracking tool, they have insight into their inquiries, forms, and quote cart, and can track what keywords from SEO and PPC led to the conversion8. This creates a feedback loop, ensuring each touchpoint informs the next so that improvement is constant.
The team at Fulcrum Lifting has seen an improvement in what they call "waste of time leads". The traffic coming to their site is real, potential buyers of their products. We've validated the improvements the Fulcrum Team has seen through our NPS surveying tool, ensuring opportunities for feedback.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 156 words used.
1. See the original website circa 2021 on the PowerPoint presentation included (page 2).
4. See the new website launched in 2023 on the PowerPoint presentation included (page 3). You can also visit https://fulcrumlifting.com/ for the full experience.
5. See this example of product detail and organization on the PowerPoint presentation included (page 4).
6. See an example of populating rich results on the PowerPoint presentation included (page 5).
7. See an example of an SEO result with product detail on the PowerPoint presentation included (page 6).
8. See an example of LOOP Analytics' ability to track user behavior and lead quality on the PowerPoint presentation included (page
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