In the fall of 2023, Montana Post Driver reached out to Craft & Cloud wanting options and ideas on how to market a new product they had started manufacturing. Montana Post Driver had established themselves as a leader in the hydraulic hammer style post driving equipment. These post drivers were made to function as attachments to skid steers or excavators. Since the principle behind the post driver was a hydraulic hammer, manufacturing hydraulic hammer breakers was an easy expansion.
Building on the same fundamentals that had made the post driver successful, they built the first hydraulic breakers. The challenge then became, how do they sell them? The market for breakers already had a strong presence from other heavy equipment manufacturers, something they did not face with the post driver market as they were one of the first in that market.
We assessed their current position. The Montana Breaker branding was good as it continued as an extension of the strong Montana Post Driver brand. However, we soon noticed some significant deficiencies. The website, while not bad, was not more than a simple brochure site. There was no intentional content built around driving keywords for search results. There was limited explanation of the use cases for these machines. We saw these deficiencies as being opportunities that we could improve.
We started by doing a client/customer analysis. Researching the market their breakers catered to and with this information we devised a plan to rebuild the website around key markets and supporting keyword content. After building a wireframe of the core content, our UI designer designed a very friendly and easy to navigate website yet also being careful to keep a fast loading site. We also wrote core content pieces to support each market. Ensuring the site was being read correctly by search engine bots and indexed properly, we were hopeful we were on the right track.
We launched the new site in the November of 2023. Soon thereafter we began a nationwide, yet targeted online search ad campaign to kickstart traffic and compete against other companies that were running ads for their breakers. It took about 6-8 weeks before we saw any movement in online organic traffic. By early the following year, the first phone calls in inquiries began to come in. By early summer, it was evident that the breakers were finding their market and our joint efforts began to pay off. The successful formula was a marketing website coupled with strategic online ads