Northern Connectors

Case Study

Northern Connectors are an specialist distributor of industrial connectors and components that provide simple solutions for technical problems. They are an authorised distribution partner for a variety of leading brands including Binder, Conec, Harting, Hirschmann, Hummel, Lumberg Automation, PMA, Radiall & Souriau.

The Brief

Northern Connectors

Northern Connectors supplies connectors for many industries including automation, broadcasting, energy, lighting technology, transportation and many more.

A client for over ten years, Northern Connectors initially engaged I-COM to drive traffic and leads via its site through Content Marketing campaigns and  PPC & Paid Advertising management. 

Their goals were to:

  • Improve brand visibility
  • Improve organic visibility
  • Increase leads and revenue
  • Secure press coverage

As part of our review and analysis of the site and its performance, it became apparent that there were fundamental issues on the website that needed to be addressed in order to ensure the PPC and content marketing campaign work was as effective as possible.

In our audit, we discovered that the user experience of the site was poor, which was further impeded by the fact the site was not mobile-responsive.

And so the brief for I-COM expanded to include Web Design and Web Development to create a new site.

The Approach

Northern Connectors

Having worked with the client for a number of years we already had a clear understanding of their target audience. Combining this knowledge with our analysis, we determined that the website had to have the following features in order to improve the user experience:

  • Demonstrate Northern Connectors' expertise
  • Provide a quick search function and clearly display their products

We also knew that if we clearly defined the user experience for each audience it would increase traffic. To achieve this, we segmented the new site to target their different audiences, which span across a number of different industry sectors.

With a clear product display, a quick product search function and an intuitive platform, users could find what they wanted straight away.

To add the finishing touches to make sure the site was as SEO-friendly and keyword-optimised as possible, we wrote additional Industry pages and refreshed the manufacturer and product pages.

Content Marketing

Nothern Connectors

To complement the new website, our content marketing campaigns for Northern Connectors were tailored to further boost the organic visibility and brand awareness of the company, resulting in increased leads and revenue.

Activities included the design and promotion of infographics on the themes of "How to save water in your home" and driverless cars. We also incorporated our PR & Outreach service to generate newsworthy stats for the distribution of press releases around issues such as GM food and robot-operated surgeries.

The Results

Northern Connectors

Following the redesign, in the first three months after launch the conversion rate of the new site saw a 32% increase over its predecessor, leading to an increase in the number of enquiries by 16%.

The level of engagement and bounce rates improved dramatically due to the improved user experience.

Total traffic to the site increased by 59%. In particular, organic traffic improved by 82% following the web page additions and improvements.

Increase in Organic Traffic
Increase in Total Traffic
Increase in Conversion Rate

We have worked with I-COM for ten years or so now and in that period our relationship has grown from strength to strength. I-COM have shown on many occasions that they are very capable of leading a project from start to finish and achieving our expectations in areas such as web design. This success has led to us employing I-COM digital marketing agency providing a range of services including content creation, PR & Outreach, and SEO.

Scott Jones, General Manager at Northern Connectors

Digital Marketing Specialists

We are I-COM

Formed in 2004, we have grown to be one of Manchester's largest independent digital marketing agencies.

With a large in-house team of specialists we provide a range of digital services including web designweb developmentdigital marketingSEObrandingcontent marketingPR and outreachsocial media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.