Lincoln Electric Retail (Social Media)

THE CHALLENGE

Lincoln Electric manufactures equipment and consumables used by the welding and metalworking-related industries. A trusted brand among professionals, their products are sold through an international network of industrial gas distributors.

Lincoln Electric also has a robust retail presence. DIYers and small contractors can find high-quality, professional equipment and consumables online and on the shelves of retailers all across the nation. We work with Lincoln Electric to help retail customers put the “pro in their projects.”

THE SOLUTION

First, we created thematic language that would communicate in a memorable way that Lincoln Electric products that are has high performing as their trademark industrial line, but with features and usability well suited to DIYers and contractors. Next, we created a landing page for Lincoln Electric Retail inviting the target audience to “shop for your shop” and “put the pro in your project.” We also launched social media channels for Lincoln Electric Retail, using content produced in-house, including video and graphic elements, to fortify our initial growth strategy.

THE RESULTS

Within the first nine months, Lincoln Electric Retail saw significant growth throughout all of their social media platforms. That further connects their brand to their key target audiences by building trust and a foundation on which to launch their knowledge of welding.

Additionally, Lincoln Electric Retail’s Facebook engagement rate in that time period has been at 4.2%, well above the industry’s 1% benchmark for high engagement and even further above the average of 0.5% to 0.99%.

Lincoln Electric Retail also has utilized some of their top products within a monthly giveaway to usher in more engagement with the brand. The Geile/Leon team heads this giveaway effort, gathering all entrants, and constantly reviewing the analytics for each giveaway to compare performance month over month. The Lincoln Electric retail social media support program is an ongoing effort.

To see how the channels are performing, please visit the website and click on the social media links: www.lincolnelectricretail.com

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