100 new leads - Lyma's success with inbound marketing

Inbound marketing is a great way to get your content out there and build an online presence. For Lyma Kemiteknik, inbound marketing has meant increased brand awareness and an opportunity to share its expertise in corrosive and abrasive fluid technology. But it has also been a way to attract new leads and develop the sales process. Which has proven to be very successful.

Specialists in flow technology

Lyma Kemiteknik is a leading specialist in corrosive and abrasive flow technology and offers a wide range of pumps, valves, piping systems, tanks and accessories for customers mainly in the process industry. Since 1979, Lyma has worked with complete flows for extreme industrial applications. Today, the company is a reliable supplier to Scandinavia's many process industries such as the chemical industry, the paper industry, the steel industry, the pharmaceutical industry and the petrochemical industry. Lyma is headquartered in Arlöv outside Malmö but operates throughout Sweden as well as in Denmark and Norway. Lyma is part of the listed trading group Indutrade and is part of the Process, Energy & Water business area.

Wanted to increase its digital presence

Historically, Lyma has done relatively little digital marketing and despite a modern website, the website has had few visitors. Most sales have previously been made via phone calls and customer visits and it has mainly been about additional sales to existing customers rather than new sales to new customers.

Therefore, when Lyma and Navigator started working together, the mission was both to strengthen the digital presence to increase brand awareness and to create a more modern automated sales process that generates leads.

Inbound marketing as a methodology

The choice of methodology to tackle the problem fell on Inbound marketing. A method that involves attracting visitors and potential customers to a website through attractive and relevant content. What distinguishes Inbound marketing from Outbound marketing is that it is about earning the attention organically, instead of interrupting the recipient's activities.

"Inbound is a great methodology to get visitors to engage. By creating relevant content, we can increase website visits and at the same time also build authority in the industry. It's about offering value instead of just selling", says Peter Imhäuser, Client director at Navigator.

HubSpot as a platform

The first step in Lyma's inbound process was to create the technical conditions to seamlessly share content and collect leads. The HubSpot platform was implemented and a blog feed (Lyma Academy) was set up on the website. The company's social channels were also reviewed and new accounts for Denmark and Norway were created.

The knowledge section of the website under the Lyma Academy menu.

Regular campaigns with different entities

Together with the Lyma team, a plan was created on which topics and areas the first inbound campaigns would touch. Then, specific calendars were established for each campaign (quarter) that included the following entities:

• Blog articles
• Content offer
• Social media posts
• Newsletters

The units were developed using Navigator and then published on the Lyma website. During the campaign period, the content was also regularly shared and promoted on Lyma's social media channels (Facebook and LinkedIn), while newsletters were also sent via HubSpot.

Knowledge articles on the website disseminated on social media. 

Landing page with forms and downloadable content offer.

Social media posts in different formats.

Updating the visual identity

The inbound marketing project also included a review of Lyma's visual identity. Fonts, colors and imagery were updated to create as consistent a brand as possible. A graphic element in the form of a drop was also added to the identity to give the brand a more modern and playful look.

Example from the new visual identity.

Positive results - over 100 new leads

For more than two years, Lyma has worked continuously with Navigator on inbound marketing and the results have been very positive.

"Our Swedish LinkedIn account has increased by 150 followers and several of the Swedish articles have been read by over 1,000 people. In total, the downloadable material has led to over 100 new leads that our salespeople have been able to process smoothly with the help of HubSpot," describes Felicia Fransson, Sales and Marketing Coordinator at LYMA.

Thanks to this work, Lyma has sharpened its sales process, while increasing its social media presence in all countries and also increasing the number of visitors to its website.

"Navigator has really helped us to step up our sales and marketing efforts to new and more competitive levels. In addition to the ROI being highly satisfactory, we also appreciate their way of working, which is very structured, - it's orderly", says Lyma's CEO Magnus Gustavson.