Bondline Electronics is a leading UK supplier and vast stockist – specialising in the production and distribution of high-quality static control equipment. Established in 1986, Bondline is a family-run business located in the Southwest of England. The company has a reputation for excellent customer service accompanied by competitive pricing.
They are a one-stop-shop for all ESD control, helping people and businesses to protect their electronic components and devices from electrostatic discharge.
Bondline supply ESD consumables such as matting and workbenches and pride-themselves in their customer service and competitive pricing. Alongside their product range, they offer ESD services such as bespoke customisation, installations, on-site audits, ESD training and calibrations.
Bondline are in a niche industry, so it can be challenging to stay competitive in the market and reach out to new potential customers. At the time they engaged Smarter Media, they were unhappy with their current landscape and were looking to set up some clear digital marketing goals.
Taking the nature of their offering into consideration, they wanted to focus on where to enhance their online visibility and the channels that would work best for them.
They realised several critical aspects were missing from their current plan; these being Search Engine Optimisation (SEO), Pay-Per-Click (PPC) and a sound social media strategy.
Bondline’s SEO and PPC strategies at the time were very basic, which ledto a poor online visibility. Their social media posts were inconsistent meaning many opportunities to increase brand awareness were missed out on.
In order for the business to grow, Bondline had to take action and Smarter Media were recommended to them as a reputable, friendly, local business who could help re-structure their digital strategy.
They were quickly appointed to help Bondline achieve their objectives in line with their plans for growth. The main aims were to raise profile of their new ecommerce website online, increasing traffic of new and existing audiences and their market share.
When Smarter came on board, Bondline took on Chloe, a Digital Marketing Apprentice, to help with email campaigns and management of both the website and social media platforms. The Smarter team worked closely with her to help improve her skills and knowledge in her role.
With both in-house and external marketing capabilities, Bondline were all set to work towards their objectives, get their new website seen by the right people online and ultimately sell more products and services.
Smarter Media quickly established what Bondline were missing from their digital marketing plan right from the start.
At the project kick off, they took the time to understand the business, the people in it and the marketing objectives. Based on this, they created an effective digital marketing strategy setting out several key objectives to work towards to achieve the growth they wanted.
At the same time they ensured the goals were realistic, attainable, specific to what they wanted to achieve in the timeframe set, and measurable. The Smarter team worked alongside key stakeholders in Bondline’s management and operations team to ensure the whole team were supportive of the new strategy. They then set about optimising the new website for maximum visibility and presence online.
Through a combination of keyword research, technical SEO, link building,retargeting and content suggestions, Smarter embarked on the work required to build up their presence online and increase average order value. PPC campaigns have also been put in place, working alongside the SEO to bring in new clients.
At the same time they ensured the goals were realistic, attainable, specific to what they wanted to achieve in the timeframe set, and measurable. The Smarter team worked alongside key stakeholders in Bondline’s management and operations team to ensure the whole team were supportive of the new strategy. They then set about optimising the new website for maximum visibility and presence online.
Through a combination of keyword research, technical SEO, link building,retargeting and content suggestions, Smarter embarked on the work required to build up their presence online and increase average order value. PPC campaigns have also been put in place, working alongside the SEO to bring in new clients.
With inclusion of the Bondline team into their Basecamp project management system, communication is clear on deliverables and deadlines. Monthly real-time reports and regular reviews mean Bondline can see their growth online as well as ask questions, tweaking the strategy along with advice from their account manager.
They can easily keep track of progress against goals and objectives as well as discuss any changes to the business, new products and services or campaigns.
Communication is a key factor, and Bondline are extremely happy that they can always see and speak to anyone in the Smarter team for help and advice. The fantastic results help too!
Since working with Smarter Media, Bondline’s online visibility has soared.
Organic search is now one of their largest traffic funnels, with direct and paid search following just behind. As a direct result they have acquired new business and increased their market share which has significantly contributed to their growth plans.
In the past 12 months Bondline have acquired over 32k organic users and 24k direct users, and their 2021 ecommerce revenue was a huge success. Smarter helped them acquire a +151% increase in organic traffic, +35% increase in conversion rates and a +178% increase in transactions.
In addition, they have seen an increase in goal competitions of +103%, and product enquiries are +137%. Smarter Media also gave Bondline the confidence to increase their ad spend, enabling them to reach an even wider audience. As a result, paid traffic last year was responsible for a +159% increase in revenue, +126% intransactions and a +14% increase in average order value.
Bondline now have a whole new direction with their digital marketing that they didn’t know was possible. Their worries about how to reach their potential customers have been blown away and the results speak for themselves.
Throughout the two-year relationship, their objectives have always been met and the results always exceed expectations. Smarter Media knew right from the beginning what was needed and as a result, Bondline have awell-structured SEO, PPC and retargeting strategy that has hugely increased online visibility, revenue and marketshare.
