Tompkins Robotics Launches New Website with an Solution-First Approach
Situation Overview
- Showcase Tomkins product line as a solution across a multitude of industries
- Aimed to align website content with the needs of specific industries
- Focused on highlighting robotic solutions tailored to unique challenges of the supply chain
The Need for an more Solution-Focused Website
Tompkins Robotics came to MINDSCAPE to redesign its website with a more solutions-driven approach, highlighting it’s robust line of robotic sortation devices as an innovative solution for e-commerce fulfillment, parcel sortation, reverse logistics and store replenishment across a variety of industries including Healthcare and Pharmaceuticals, Post and Parcel, and Third-Party Logistics, among others.
By leading with a more solutions-forward approach, Tompkins aimed to showcase how they are revolutionizing supply chains with across a variety of industries.
Goals
- Drive traffic to targeted pages by both industry and solutions
- Showcase Tompkins expertise in solutions for each industry’s needs
- Improve lead generation by aligning the right people with the right solutions
Drive Leads Through Solution-Driven Content
The primary goal was to increase lead generation by directing traffic to both solutions and industry-specific pages, allowing visitors to explore the solutions that best meet their requirements. The intent was to boost conversions by first establishing interest and then connecting users with a Tompkins Robotics’ representative for a comprehensive virtual tour of their robotics labs to better understand how it works and to ask any questions you have.
Challenges
- Navigating a competitive landscape with industry leaders
- Standing out among solutions from well-established companies
- Building awareness of Tompkins’ unique solutions in a crowded space
Standing Out in a Competitive Market
Competing in a crowded market with established companies like OrangeGrey, Geekplus, Bastian Solutions, and Berkshire Grey presented a significant challenge. Differentiating Tompkins Robotics required a strategic focus on the unique benefits of its offerings while directly addressing the demands of prospective customers in various industries.
Solutions
- Developed industry-specific landing pages to improve relevance and engagement
- Launched strategic ad campaigns targeting these industries
- Leveraged competitor-focused ads with dynamic text replacement for personalized messaging
Industry-Focused Pages and Competitor Targeting
To address these challenges, we rebuilt the website from the ground-up on HubSpot CMS, showcasing Tompkins solutions for a variety of industries. We also created dedicated landing pages for key industries such as E-Commerce Fulfillment, Pharmaceuticals, and Reverse Logistics, with targeted search, display and social campaigns directing traffic to these specific pages.
Additionally, we created ad sets targeting competitors by name and utilized dynamic text replacement in HubSpot’s CMS to tailor messaging for potential customers of companies like Berkshire Grey, Geekplus and Bastian Solutions in an effort to capture the attention of users searching out our more established competitors.
Results
- Content Needed
- Content Needed
- Content Needed
Content needed.
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