The Client
Motor Power Company has been operating in the motion control sector since 1989, manufacturing high-precision servo motors, servo drives, and controls. Nowadays, Motor Power Company boasts a production of over 5 million motors distributed worldwide and is guided by the second generation, also committed to promoting the same values from the beginning, which are the centrality of people and technology.
Services provided
Goals
In 2021, Motor Power Company's Marketing & Communication division started a process to redefine its digital ecosystem both structurally and strategically. The long-term vision aims to increase brand awareness in national and international markets, consolidate brand perception among internal and external audiences, and enhance lead generation and customer loyalty processes.
Approach
Following the promising results of a pilot campaign on LinkedIn Ads and Google Ads, which targeted Italy and Europe, the collaboration between AND EMILI and Motor Power Company expanded with different projects in the areas of digital marketing and digital product design.
Firstly, a new strategy for the LinkedIn channel was developed, focused on the role of people. The website motorpowerco.com was then redesigned to improve user experience and search engine positioning. The brand's online presence was enhanced through strategic ad placements, and the performance of each touchpoint was precisely tracked with a robust measurement system.
LinkedIn, Employer Brand and Employee Advocacy
The strategy developed for the LinkedIn page aimed to go beyond traditional product communication and boost brand awareness through two main key: storytelling related to the company's values (technological innovation, sustainability) and the active involvement of its people. This latter aspect proved particularly effective and was encouraged through various initiatives such as launching an internal newsletter and organizing a LinkedIn training day for employees. A sector-leading tone of voice was adopted, open to new perspectives. Visual communication received renewed attention, consolidating graphic elements and stylistic approaches that highlight the brand's values.
Website Redesign and Optimization
The website redesign began with a co-design activity to identify the characteristics, needs, and problems of typical customers and prospects. At the same time, an SEO analysis was conducted to better understand the demand of this sector on search browsers across different markets, helping also when drafting contents. A new navigation tree was then defined, a navigable prototype of the interface was created and validated, followed by the actual development of the platform using the open-source CMS Umbraco 10 and Microsoft .NET 6 technology.
An API integration enabled a constant and secure communication flow between the website and the CRM Microsoft Dynamics 365.
Paid Advertising and Measurement
Brand communication activities were supported by a paid strategy on Google Ads and LinkedIn Ads.
For Google Ads, the focus was on search engine presence by targeting both brand keywords and generic keywords for specific product types. On LinkedIn, paid social editorial strategy was enhanced, the community expanded, and synergies with offline activities at trade shows were activated to drive visitors to the stands.
Thanks to the implementation of an effective measurement system and the creation of real-time dashboards for monitoring, the results of each action can be measured easily and at any time. Tools such as Google Analytics 4, LinkedIn Insight Tag, Google Remarketing, and Conversion Tag were used. This enables Motor Power Company to activate a process of progressive optimization on every asset of its digital ecosystem and on every marketing initiative implemented.
