10 m

ifm electronic | Technical PR

ifm is a world market leader in sensor technology and a pioneer in Industry 4.0. Since its foundation in 1969 ifm has developed, produced and sold sensors, controllers, software and systems for industrial automation worldwide. As one of the pioneers of Industry 4.0, ifm develops and implements consistent solutions to digitise the entire value chain “from sensor to ERP”.

Industry – Industrial automation

Company size – 8,100 employees, €1252 M turnover

Location – HQ in Germany, 180 global locations

The Challenge

ifm electronics UK recognises the importance of public relations for increasing their brand visibility, improving reputation, supporting SEO and SERP, and building trust and credibility with their audience. Therefore, technical PR is a key tactic within their marketing strategy.

Having historically performed this in-house, staff changes enabled ifm to consider outsourcing to an engineering PR agency. After research and discovery sessions with providers, Fresh B2B was shortlisted but, unfortunately, ifm progressed with another agency based on recommendations and price differences. After a year of disappointing results, client conflicts and a break down in working relationships, ifm approached Fresh B2B again due to our unrivalled in-house engineering expertise. Naturally we were delighted to help!

The Solution

Utilising various media channels within the PESO framework, we strategized that focusing on earned, shared and owned media would deliver the best results.

To generate earned media, we focused on media relations and link building. With a quarterly editorial calendar that uses a mix of product press releases, technical articles, case studies and editor meetings around large exhibitions to ensure that ifm appear in their target trade publications on a regular basis. The efforts of the media relations strategy would also provide links from relevant and authoritative technical websites to increase SERPs.

Creating useful technical content supports the shared media element. It resonates with ifm’s audience which encourages sharing over social channels, mainly LinkedIn, Facebook and Twitter.

A dedicated news page, owned by ifm, would repurpose the content created for other media channels. This extends the value of the content and ifm’s digital footprint to utilise evergreen material, such as case studies and technical articles.

The Results

  • 844 print, online and social coverage
  • One clipping per £51 spent on PR
  • Generated 354 inbound links
  • Combined audience of 10.8 M
  • 368 social engagements (likes, shares and comments)
  • Domain authority score increased from 54 to 62
  • Organic web traffic increased by 75% – from 182k page views per month to 319k
  • A 2X growth of organic keywords
  • Regular requests from the trade media for comments, articles and case studies
  • 20 editor meetings held to build relationships
  • 7.3% increase in sales/revenue yoy (since 2019)

ifm organic traffic growth     ifm organic keyword growth

The results speak for themselves! Using a holistic approach to PR that combines earned, shared and owned media has improved brand awareness, business growth and SEO and search results.

Impact

ifm and Fresh have been working together for 2.5 years and have built a great working relationship. ifm trust Fresh to deliver technical written content right first time and ensure that it is distributed at the right time, to the right platform.

Jon Morris, ifm electronic

Jon Morris, UK Marketing Manager at ifm, comments, “We made the decision to work with Fresh having diagnosed a need to ‘make more of a splash’ in the industrial trade press both online and printed. Having had limited success by ourselves, adding Fresh to the team has freed up our time to do what we do well, leaving them to do what they do well. With exposure and enquiries increasing dramatically, we look forward to many more years of success together.”

Let's Connect

Join our newsletter to stay up to date on features and releases

  • This field is for validation purposes and should be left unchanged.