Case study · Automotive & transport

Natrio: a clearer digital presence for chemical logistics.

As a global B2B company, they needed an online presence that would represent the magnitude of their operation. We not only rebranded them and built their website, but now handle the distributor’s Search Engine Optimisation and Social Media Advertising on an ongoing basis.

Sector: Automotive & transport
Service: Digital marketing
Channels: LinkedIn

Digital marketingCampaign delivery

Bulk salt stockpile and loader inside the Natrio warehouse.

The challenge

What needed to change.

Natrio is a global B2B distributor in chemical logistics, operating across multiple continents and serving industries such as mining. The business needed an online presence that matched the scale of its operation, and its digital footprint had not kept pace with the size and reach of the company.

In this market a single lead can be worth an enormous amount, and buyers tend to turn to the providers they already recognise. Natrio needed to be known by the right people before they started looking, and to be found in the right region when they did. The rebrand and new website were the foundation; the ongoing task was to make them work.

Approach

How the work took shape.

Because a single lead is worth so much to Natrio, we focused paid social on brand awareness rather than on volume. LinkedIn was the natural platform: it let us target people working in the mining industry with precision, and build recognition among the exact audience that makes purchasing decisions.

The logic is simple. When a relevant buyer needs a provider, they turn to the name they already know, and we wanted that name to be Natrio.

The website we built for Natrio is multi-region because the business operates across several continents. That shaped the search strategy from the start. Each region needed to attract the right search traffic to the pages written for it, without the regional versions competing with each other.

We optimised the website carefully, region by region, so that people searching in each market landed on the content intended for them. The SEO work ran alongside the LinkedIn campaign so that awareness and search visibility grew together over the same twelve month period.

The shift

When one lead can carry a year, being recognised before the search begins is the whole game.

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The work

The work, up close.

The LinkedIn campaign has run since the launch of the rebranded website and continues on an ongoing basis. Its job is to keep Natrio in front of a specialised audience, and the growth in social traffic to the website shows that the audience is responding.

74%.

Increase in website traffic from social since launch.

79%.

Increase in organic traffic over 12 months.

On the search side, the multi-region optimisation lifted Natrio across the measures that matter for a B2B business: more organic traffic, more conversions from that traffic, and a clear improvement in ranking position and first page visibility across the target keywords, all within twelve months. Because each region now attracts its own search traffic, the growth is spread across the markets Natrio serves rather than concentrated in one, which is what a distributor of its scale needs from a website.