SRMB Srijan Private Limited is an IMS-certified (ISO 9001:2015, ISO 14001:2015, OHSAS 8001:2007) primary steel producer with over six decades of expertise. Recognized by the Joint Plant Committee under the Ministry of Steel, we manufacture TMT bars, CRS TMT Bars, and structural items, boasting an annual turnover exceeding ₹1500 crore.

Our modern integrated steel plant in Durgapur, West Bengal, produces steel semis (billets) from iron ore, ensuring a steady supply of raw materials for our TMT bars and structural steel products. The state-of-the-art production units within the same plant guarantee consistent quality.

SRMB’s manufacturing units are equipped with advanced infrastructure, including digital universal testing machines and spectrometers, ensuring rigorous quality control and testing. As the premier TMT bar manufacturer and supplier in India, SRMB offers high-quality, earthquake-resistant TMT bars.

Low Lead Count from Performance

Marketing Campaigns: The average lead count from paid campaigns was only 50 leads per month, and the cost per lead was very high. The quality score of the ads was ‘poor’, and the ad copies had a ‘low relevancy score’. Organic leads were negligible. Tracking mechanisms were not working properly, making it extremely difficult to determine the accurate ROI.

Poor Local and Organic SEO: Leads from organic channels were negligible, resulting in heavy dependency on paid ads and a high lead cost. Dealership Google My Business profiles and Google Maps were not optimized to attract local inquiries. The website had structural issues, leading to failed core web vitals and an unoptimized mobile view.

Poor Social Media Engagement: There was an average of only 4 to 5 engagements per post, and there was no planned monthly calendar. The team posted randomly without following any brand guidelines or conducting competition benchmarking.

Poor Lead Nurturing: There was no system for lead nurturing and automation, resulting in a poor leads-to-sales ratio. The company struggled to track the ROI of digital spending due to a lack of advanced tracking setup, and the user journey flow was not being monitored.

Performance Strategies and Execution

1. Google Ads for Lead Generation

• Developed targeted Google Ads campaigns focusing on high-intent keywords related to TMT bars and construction materials. Segregated campaigns and ad groups with proper tagging and weekly monitoring. The team tracked cost per lead, ad score, landing page relevance, landing page conversion quality, negative keywords, and bidding models on a weekly basis, making constant changes based on data.
• Utilized advanced targeting options, including demographic and geo-targeting, to reach the right audience. Launched vernacular ads for better rural reach.
• Continuously monitored and optimized ad campaigns to improve click-through rates (CTR) and conversion rates. Created laser-targeted landing pages for better quality scores.

2. Search Engine Optimization (SEO)

• Conducted thorough keyword research to identify high-potential keywords using premium tools and manual competition research.
• Optimized on-page elements, including meta tags, headers, and content. Employed tools like Screaming Frog for in-depth technical audits and improving core web vitals.
• Implemented link-building strategies to enhance domain authority, with proper content planning and a blogging calendar to acquire links from high DA websites.
• Created high-quality blog content targeting industry-specific topics to attract organic traffic. Followed top competitors’ backlinks to plan weekly link-building strategies.

3. Google Maps Optimization

• Optimized the Google My Business (GMB) profile with accurate and up-to-date information.
• Encouraged satisfied customers to leave positive reviews and planned weekly citations and local links to improve rankings on Google Maps.
• Added high-quality images and videos to enhance the GMB profile.
• Implemented local SEO strategies to improve visibility in local search results.

4. Social Media Engagement

• Developed a content calendar focusing on engaging and informative posts about the benefits of using TMT bars in construction.
• Ran targeted social media ad campaigns to increase brand awareness and engagement.
• Engaged with followers through comments, messages, and interactive posts.

5. Website Technical and Content Audit

• Conducted a comprehensive technical audit to identify and fix issues such as broken links, slow loading times, and mobile responsiveness.
• Performed a content audit to ensure all website content was relevant, informative, and optimized for search engines.
• Improved website structure and navigation to enhance user experience.

6. Lead Nurturing

• Implemented email marketing campaigns to nurture leads with valuable content, offers, and updates.
• Used marketing automation tools to segment leads and deliver personalized communication.
• Engaged with potential customers through follow-up calls and messages to build relationships and trust.

• Increased Leads: Achieved a 40% increase in quality leads through targeted Google Ads and SEO efforts.
• Enhanced Local Presence: Improved Google Maps ranking, resulting in a 30% increase in local inquiries and visits.
• Boosted Engagement: Social media engagement increased by 50%, with significant growth in followers and interactions.
• Optimized Website: Technical and content audits led to a 25% increase in website traffic and a 20% increase in lead conversion rates.
• Effective Lead Nurturing: Successfully converted 60% of leads into paying customers through effective nurturing strategies.
• Sales Growth: Overall sales from digital channels increased by 35%, significantly contributing to the company's revenue growth.