Industry overview
What is shaping chemical
Chemical and specialty materials companies sell to formulators, manufacturers and procurement teams who need technical support, consistency and safe handling as much as price.
- Technical service is a key reason buyers stay
- Procurement teams compare total cost, not just price
- Safety and regulatory compliance shape supplier choice
Client background
A polymer additives manufacturer, working in Buyers in the USA, Germany, Italy, Japan & Taiwan. Client identity is withheld to protect confidentiality.
- Organisation
- A polymer additives manufacturer
- Sector
- Chemical
- Team engaged
- Digital Marketing
- Services
- SEO services, Content marketing, Website development
Client challenge
The company’s products were listed only by code names, making them invisible to engineers searching for solutions to specific problems.
Research objectives
- Deliver on the brief: helping technical buyers find a specialty chemical maker online.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Product and application content.
Audiences we typically reach in chemical
Formulators and R&D teamsProcurement managersPlant and production headsDistributorsSafety officers
Geographic coverage
Coverage: Buyers in the USA, Germany, Italy, Japan & Taiwan. Markets: United States, Germany, Italy, Japan and Taiwan.
- United States
- Germany
- Italy
- Japan
- Taiwan
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Technical content programme
- 3Website restructure
- 4Insight
We restructured the website around applications and problems, created technical guides and comparison pages, and fixed technical SEO issues.
SEO servicesContent marketingWebsite development
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Buyers search for problems, not product codes.
Recommendations
- Build on the core insight: buyers search for problems, not product codes.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Organic traffic from relevant technical searches grew, and the company received enquiries from international buyers who found it through application pages.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how is supplier safety perceived?
Client identity is withheld to protect confidentiality.