A discussion with an industrial HVAC company revealed that it was a priority for them to boost the rate of growth for their Refrigerant Storage & Recovery (RSR) business. From the beginning of the partnership, High10 understood how important it was to grow this vital part of their business. Their main business goal was gross revenue growth of 8-9% by the end of the year.

High10 dove into the data, learning about the industry, customers, competitors, and the industrial HVAC company itself. At the time, the company was the largest independent provider of temporary HVAC&R solutions in North America, providing commercial HVAC&R rental services through a national fleet of large to small tonnage cooling equipment and heaters. Heating equipment is manufactured in-house under the company’s proprietary brand. Additionally, the company remanufactures HVAC&R compressors and provides refrigerant storage and recovery solutions. The company serves a broad and growing range of end users and OEMs across a diverse group of end markets, including industrial manufacturing, aviation, energy, power, healthcare, education, and telecommunications.

High10’s analysis revealed that the company had a real opportunity to further penetrate a wide range of aerospace, power generation and infrastructure-related companies.

Based on the research and data analysis High10 provided, a strategy was developed to raise awareness and convert business by creating advantages for the industrial HVAC company over its competitors. High10 put together a plan for organic optimization around key terms that were not only important within the industry but also what potential customers actually search for when they intend to solve their business problem. This optimization plan was augmented with a strategically targeted Google Ads campaign to help drive the desired behavior from the target audience immediately.

Throughout the year, High10 Digital worked with the industrial HVAC company to implement the most effective tactics:

• High10 worked to claim and optimize all of the off site directory listings, including Google Business Profile listings for the company’s numerous locations
• Conversion monitoring was implemented to better understand how many visitors to the website were converting into leads 
• Monthly consultation meetings between the teams provided the opportunity for High10 to share ongoing data analysis and digital marketing research that helped proactively guide and inform the industrial HVAC company about digital changes impacting their industry
• High10 monitored the digital presence of the company’s competition to track alternate strategies and help them maintain a competitive edge
• Despite a lower budget than the prior year, the client realized improvements in virtually every aspect of website acquisition, with over 33% growth in organic traffic and 51% growth in paid search traffic for the year

Over the course of the year, High10 Digital worked with the company to produce nine pages of SEO-friendly content that assisted in improving the number of important keywords for which they ranked by 293%.

While we know High10’s digital efforts weren’t the sole driving force of the success, we take pride in the fact that the ongoing optimization of the website and paid digital ad campaigns helped contribute to our client exceeding their revenue goals by 2.3x.