Construtora Elevação - Active since 1976, Elevation Construction Company is one of the leading companies in engineering and construction in works of high complexity present in Brazil. With more than 600 works delivered in 12 Brazilian states, it has among its main competencies infrastructure works for sanitation, oil and gas, and telephony operations.
However, in 2019 we solve a challenge: Promote Google relevance optimization for your pipeline services.
Project carried out between 07/2019 and 02/2020.
A Construtora Elevação
Founded by Eng. José Antônio da Fontoura (in memoriam) in 1976, in 2019 it had solidity and tradition. Fact that led the company to be one of the main national references in the construction of infrastructure for the branches of sanitation, telephony, oil and gas. It has its corporate headquarters in Curitiba/Pr, where all the backstage operations that make the day-to-day of the works possible are carried out.
With approximately 800 employees and more than 600 projects delivered in 12 Brazilian states, it is a company recognized for its technical and ethical qualities. Presenting a rigorous compliance program, it is proud of never having been involved in unethical practices. It delivers 100% of its works on time, without abandonment and without failures.
With its significant successes, the company continues to evolve technically and in delivery capacity. This fact has enabled the execution of highly innovative projects and with a strong contribution to the use of sustainable fuels. For example, the construction of the largest polyamide gas pipeline in the world.
However, there was a challenge that we solved with our Digital Marketing Growth Hacking skills: how to increase the visibility of such an important achievement, within such a restricted and segmented market of pipeline companies?
Challenge we encountered
The company itself had good management. It had excellent financial health, constant construction work, and well-defined work methodologies. It was the result of the excellent work of its founder, who found continuity in his son who took over the leadership.
As in the company's tradition most of the work had been delivered in public companies, the bidding department acquired great skill in developing strategies to win public bids in an ethical way - which added to the solidity of the corporate structure, makes the company a great reference in the segment.
However, the company had new goals: it wanted to gain visibility and sales in the private sector, where there was a huge unexplored market to be reached and whose market indicators pointed to good chances of demand growth.
And to achieve this goal, the company needed to overcome a series of challenges. The first one being: the need to be recognized in one of its most recent and daring achievements, within the specific and hard to reach niche that is the technical communities of engineers specialized in the segment.
Our goal was to enable the visibility of the Brand and its achievements in this very specific niche, with the lowest possible investment.
Actions for the goal
To win in adverse environments and with few resources available, the only way is to define the best Strategy. Strategy.
Ponderadas as oportunidades e dificuldades para atingir o objetivo, compreendemos que o melhor caminho seria a construção de um processo de SEO (Search Engine Otimization) com base nas palavras-chave de buscas comuns dos nossos stakeholders. E para ter agilidade no atendimento das metas, utilizamos competências de Growth Hacking dentro de um funil eficaz de Marketing Digital.
Such an approach was considering the low search volume in the segment and the very high payback in a single sale, when it comes to pipeline works.
After making initial tests in several hypotheses and modes of execution, we proved that the best way would be the development of a new website with its own domain - gasoduto.eng.br. This choice was made on account of the differentiated purchasing processes carried out by potential clients, with regard to the comparison between pipelines and the company's other works.
Being the competitive segment as a whole rather lacking in Marketing and also Digital Marketing practices, we exploit the opportunity generated by this. With the support of specialized partners of adequate competence, we manage the development of a site adequate to all the needs mapped out for the fulfillment of the goal.
Once the development is complete, we optimize all performance in Google organic relevance. Through our competencies, we applied several optimization hacks, optimized content production and improvements aimed at the effectiveness of the operations, without using any black hat procedures that would cause future damage to the client.
We apologize for not revealing the technical details of the procedures used, this is out of respect for the client's confidentiality.
We had absolute success in the activities carried out, where we placed Construtora Elevação in the best organic positions in Google for searches of its most profitable segments.
Resultados obtidos no Google