Building global brands
Roll-Rite sell their innovative tarping systems to trucking companies, haulage groups and specialty transporters from a range of different industries. Their clients are all looking for quality, reliability and strong service support. Brand recognition is therefore key to building that trust and in today’s world, websites and social media play a vital role for brand development, especially for global markets.
Localized websites as platforms to grow
IBT Online first built Roll-Rite websites for the UK, Germany and France. The return on investment was clear and management decided to extend their online presence, adding websites for their businesses in Canada, Australia/New Zealand, the Netherlands, Belgium and Sweden. In total, Roll-Rite now boasts 8 international websites that are each localized, optimized and dedicated for their export market.
Optimized for each local market
When building the Roll-Rite websites, IBT Online adapted the terminology and even the case studies to reflect market specifics. The right keywords had to be found and analyzed in each market: keywords differ across each market, even between English-language websites like the USA and the UK. The websites also had to serve as a platform to attract new in-market agents and a “Become a Partner” page was added to each local website.
UK: https://rollrite.eu/ Canada: https://rollrite.ca/ France: https://rollrite.eu/fr/
Germany: https://rollrite.eu/de/ Netherlands: https://rollrite.nl/ Belgium: https://rollrite.be/
Sweden: https://rollrite.se/ Australia: https://rollrite.com.au/
Social media nurtures the brand
Social media campaigns were planned with IBT Online to start as soon as the websites went live. On-going social media campaigns nurture the brand over time, making sure Roll-Rite stays front of mind for prospective clients and reinforcing brand awareness to existing customers. The on-going campaigns are synchronized with one-off events like trade sh
ows. International trade shows are an important part of Roll-Rite’s export strategy and social media marketing is used to optimize those investments, ensuring management get great meetings and showcase the Roll-Rite
product range to a maximum number of potential customers.
While Roll-Rite management took the strategic decision to grow their global online presence, they also asked IBT Online to manage the social media marketing in their domestic market, the USA.
Regular review of analytics improves results
IBT Online reviews the monthly website analytics with management. While evaluating the success of any social media campaign the reviews also help set the priorities for the next social media campaigns. Keeping content fresh and targeted on the company’s priorities gives the on-going support needed to nurture the Roll-Rite brand over time.
Listen to Roll-Rite CEO Brad Templeman talk about how localized websites have helped his company grow their international business and global brand awareness.