Nova Hydraulics has created an industry out of a the simple but ingenious idea that a niche demand within a larger industry could in fact support an entire company. Greg Christy founded Nova Hydraulics in March 1998. Greg Christy started his own career at a traditional hydraulic distributor and, after learning the ins and outs of the hydraulics business, started his own business to fill a niche demand in the fluid power industry. Greg recognized a high demand for reliable, fast, expert repair and remanufacturing for hydraulic pumps and motors that wasn't being fully served by the existing companies, and saw an opportunity. In March of 1998, Greg Christy took his industry knowledge and inside perspective and put them to work, founding Nova Hydraulics.
Now, with over ten years in the business, Nova Hydraulics is one of the nation's leading hydraulic pump and motor repair and remanufacturing companies. Though they are headquartered in Indianapolis, Indiana, Nova is doing business throught the country and around the world. Today Nova specializes in hydraulic repair and remanufacturing, and can diagnose and service most brands of hydraulic pumps, including Denison, Sauer Sunstrand, and Bosch Rexroth pumps and motors. Nova Hydraulics proudly hires only the best technicians available and you'll find more than 100 years combined experience on the Nova shop floor, along with the latest technologies and specialized equipment.
Nova Hydraulics: Success Builds Confidence, Confidence Inspires Expansion
In just over 10 years, Nova Hydraulics has built their business on superior service, quality workmanship, industry knowledge, and years of experience. Hanapin Marketing is built on those same values to the partnership with Nova Hydraulics was a good fit from the start. To help Nova Hydraulics grow into the multi-million dollar industry leader they are today, Hanapin focused on building toward a comprehensive PPC and SEO strategy by exceeding goals and proving the benefits of well-managed search marketing.
Starting off with PPC, Nova Hydraulics wanted to test the waters and see what kind of results they could get from the investment. They started off with a very small budget, but Hanapin showed them that even a small investment could produce results with PPC. As Nova Hydraulics saw success, they continued to increase their monthly PPC spend. And, Hanapin kept a close eye on all facets of the account, looking for ways to reduce costs and maximize Nova Hydraulics' investment. As costs were reduced and results continued to improve with PPC, Nova Hydraulics decided that their success had proven the merits of PPC and Search Marketing, and they were ready to see what SEO could do to further improve their results online. Hanapin got started right away, tackling crawlability issues, adding and adjusting site content and focusing on competitive and keyword research to get Nova Hydraulics off to a strong start with SEO.
Hanapin Marketing understands the power of an integrated PPC and SEO strategy, and Nova Hydraulics is a prime example of an integration success story:
- In an international business-to-business industry where the average sale is over $2,000, cost-per-lead (CPL) can be extremely high. In just one year, Hanapin Marketing decreased Nova Hydraulics' CPL over 31%, achieving a CPL that is only 1% of their average individual sale. During this same period, Hanapin increased overall impressions by nearly 115%, while at the same time reducing Nova Hydraulics' total monthly PPC spend. Amazing results by any account.
- With the Nova Hydraulics account, Hanapin shows that you can do more with less in PPC. In one month, Hanapin cut Nova Hydraulics' overall PPC spend over 12%, while at the same time increasing their monthly leads nearly 43% and decreasing the CPL by 38%.
- Integration of PPC and SEO seems to be paying off big for Nova Hydraulics. Since the addition of SEO, Nova Hydraulics has seen a 70% increase in total site visitors, a 76% increase in SEO leads per month, and a 72% increase in total leads per month.
"Integrating a PPC and SEO strategy into your overall marketing plan will give you an unparalleled opportunity for growth online. We've seen it with Nova Hydraulics as they have grown from a small PPC budget to a comprehensive PPC and SEO campaign. We've been able to show them that you can achieve great things with PPC alone, but adding SEO can maintain help you maintain a competitive edge and make you less susceptible to new competitors and changes in the market."
John Lee, Search Marketing Consultant