Case Study: Hilti

The Hilti Deutschland GmbH is a worldwide leader in developing, producing and selling high quality tools. As the internet has become increasingly important as a channel for sales and information, construktiv was entrusted with servicing the online marketing activities on a large scale. In agreement with Hilti Deutschland a comprehensive package of measures was worked out which includes the following instruments of online marketing.

Search Engine Optimization

Continuous Search Engine Optimization plays an important role within the online marketing package and aims at ranking the Hilti website among the leading spots for the relevant search terms and also at bringing more qualified traffic to the website. After only a few weeks remarkable results were achieved such as numerous top rankings and an increase of the Google PageRank although the Search Engine Optimization is orienting itself towards the middle and long term.

Web-Audit

Another important part of the Search Engine Optimization is the so called OnSite-Optimization, which is designed to adjust the website’s technique and content to the ranking algorithms and methods of indexing of search engines. At the beginning of our work we have created a comprehensive Web-Audit of the Hilti website which shows different starting points of optimization on 15 pages.

Sponsored Links / Google AdWords

Another measure of leading a larger number of interested to the Hilti Website is the booking and optimization of so called Sponsored Links, especially Google AdWords. These are paid ads that are displayed above and to the right of the traditional search results. An agreement was reached over the budget available and the campaign was optimized to get a maximum amount of qualified visitors with the budget available.

Newsletter-Optimization

The package of measures also included the design of new formats for the newsletter in order to address the customers more directly. A number of versions were designed and programmed which have then been used for product specific mailings by Hilti. The new formats have proven to be very successful and have lead to several sales after the first mailings.

Banner Ads

A further measure was the design of product specific banner ads which were placed on researched websites relevant to the topic. As banner ads are relatively expensive and rather inefficient they are used very carefully and mostly serve the purpose of image building.

Online press relations

Online PR has proven to be a very efficient measure. Our PR division has created product information, researched a qualified mailing list and has coordinated the sending of press releases with the editorial offices. Therefore several articles can be read on expert’s forums. Online PR has three benefits: increased image because of positive news, increased traffic and enhanced link popularity through linkage from topic related forums to the Hilti website.

Reporting and Controlling

Regular reports inform Hilti about the status quo of the package of measures. Ranking positions, the development of visitor numbers, relevant data of the website and a breakdown which measures have lead to success – the results are very pleasing.

„Through competent consulting and a wide spread mix of online marketing measures, trafficmaxx has increased our sales.“

Sven M. Studer,
e-Business
Project management
Hilti Deutschland GmbH