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Delta Star is an industry-leading manufacturer of power transformers, mobile transformers, and mobile substations, as well as a trusted provider of mobile re-manufacturing and transformer maintenance services. More simply, they build and maintain the critical power infrastructure that makes daily life possible. Originally founded in 1908 in Chicago, Delta Star has since solidified its standing as an industry icon and global thought leader. Today, they are the substation leader in North America, providing innovative, future-proof solutions to their clients.

The Challenge

Delta Star sells high-cost but essential products to a range of customers, all of which have their own typical sales cycle. The company’s web presence had historically been an informational, brochure-style website. It was informative, but not enough was being done – both on the site and through marketing – to convert eager leads or nurture those still deciding.

Delta Star engaged BFM to transform their site into a lead-generating destination that reflected their customer commitments and helped grow opportunities into new business. To back that up, our team would employ strategic marketing to foster relationships with key decision-makers at the critical stages of the purchase process.

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The Approach

Driving Delta Star’s transformation were two in-depth strategies, which laid out our website and marketing roadmap. Informed by competitor and landscape analysis, these together would act as the bedrock for the engagement and guide the direction of our website development and marketing campaigns.

User-Minded Website

Our team took a close look at the UX of the Delta Star website, identifying what the site was doing right and where it could be further optimized. With these insights, our team re-envisioned the site as a sleek and purpose-built brand HQ designed for lead generation. To further bolster SEO and marketing efforts, even richer content was deployed across the website, while new contact forms offered easy in-roads for potential customers.

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Paid Media Power

Delta Star was eager to step up their marketing game and start bringing in new leads. In collaboration with our creative and strategic teams, our paid media specialists built out a series of targeted campaigns and deployed them across both the Google Display Network and LinkedIn. As performance details rolled in, data specialists informed iterative changes to ad types and landing page details, allowing us to progressively optimize campaigns and ensure effective messaging and creative made it to exactly the right people.

Content that Sells

The old Delta Star site was heavy on content – nearly to a fault. Our team recognized the need to inform leads but also knew Delta Star was risking information overload. To solve for this, our copywriters developed new content that greatly condensed those need-to-know bits of information, making it easier for leads to find critical details about Delta Star products.

Of course, not everyone is always in the market for a substation or transformer, and those looking to buy might still take their time before choosing one to invest in. Knowing this, our team developed a Substation Planning whitepaper to keep the conversation going after the initial engagement – and throughout the entire purchase journey.

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Delta Star now has a website that reflects its industry-leading status and delivers the caliber of content you’d expect from a sector leader. This transformation has worked in tandem with our team’s marketing efforts, resulting in significant boosts to total conversions and campaign conversion rates, as well as a decrease in CPA.

  • 92.6% increase in total conversions over the first 11 months.
  • 254% increase in overall campaign conversion rate over the first 11 months.
  • 64.4% decrease in CPA over the first 11 months.
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