36 percent more followers on LinkedIn and increased accuracy – with the right strategy

NIMO is an experienced and well-established manufacturer of drying cabinets with deep roots in the Swedish industry. When they wanted to strengthen their digital presence, they clearly focused on reaching the right target groups with relevant content that supports business goals and sales processes. Within our Marketing as a Service (MaaS) approach, we have collaborated on target group strategy, content production, analysis, SEO, and social media. This has allowed NIMO to communicate more specifically, build trust with their target groups, and support sales efforts.

The strategy that set the tone

Early in the collaboration, it became clear that NIMO needed to clarify who they were communicating with – and adapt their content accordingly. Together, in a larger branding effort, we developed a target group strategy and created personas that reflect their most important customer groups, such as wholesalers, retailers, architects, and buyers. This laid the foundation for how we structured and formulated the content on the website and social media. The new focus has led to, among other things, a 36 percent increase in the number of followers on LinkedIn, and we see that the communication is reaching the right target groups to a greater extent.

Search-optimized and target group-adapted

As part of the work, we have also supported SEO to strengthen NIMO’s visibility in search results. By continuously updating the content based on what the target groups are actually searching for, we have helped to make the website both more relevant and easier to find. Content, tone, and message have also been adjusted in social channels to create a uniform digital presence, which has resulted in increased engagement.

AAnalyses that lead to further

To increase the chances that more visitors will take the next step, regardless of whether it is about contact or product interest, we have analyzed how users move around the site. We have adapted content, CTAs, and landing pages according to the visitors’ buying journey. This has given NIMO better insights, clearer priorities, and a more accurate use of the marketing budget.

Campaigns with precision

NIMO has also received a more structured strategy for its digital advertising. Target group work has been an essential part of shaping campaigns in both Google Ads and LinkedIn – from brand building to product-focused communication. The focus is on creating awareness and arousing interest rather than direct sales. The campaigns are continuously optimized based on collected data to ensure the best possible effect. As NIMO establishes itself in new markets, such as Norway, Germany, and Austria, the advertising has been adapted accordingly – with broad-reach campaigns as the foundation and retargeting as the next step.

A flexible collaboration with precise results

Through our Marketing as a Service (MaaS) approach, NIMO has access to a dedicated team with skills that are adapted to needs without building up an internal marketing department. We have been able to switch between strategy, content, analysis, and optimization based on what is most relevant at the moment. This has contributed to a more efficient work process and a clearer digital presence, with a stronger impact on the target groups NIMO wants to reach.