Helping Soyang Europe modernise its marketing

Helping a leading manufacturer and distributor of large-format print media and hardware modernise its marketing, improve online visibility and generate more qualified enquiries through an integrated digital strategy.

Soyang Europe is a leading manufacturer and distributor of digitally printable large-format media materials and surface coverings, serving industries including sign and display, design, marketing, construction and décor.

Following its acquisition of Soyang Hardware, the business expanded its offering to include wide and superwide-format print production equipment from leading printer brands.

Despite having a strong industry reputation, Soyang recognised the need to modernise its marketing approach. As competitors increasingly embraced digital channels, the business wanted to improve its online visibility, reach new audiences and generate more enquiries.

Soyang approached Web Presence to develop a digital marketing strategy that would support its growth ambitions and make its marketing activity more measurable.

Soyang had traditionally relied on trade shows, open days, word of mouth and direct sales to attract customers. While these channels remained valuable, its digital presence wasn’t fully reflecting the scale, expertise and capabilities of the business.

There was limited strategic activity across SEO, content marketing and paid advertising, making it difficult to consistently reach potential customers searching for its products and services.

The business also lacked the tracking and reporting needed to properly understand marketing performance and measure return on investment.

Soyang needed a more joined-up approach to digital marketing, lead generation and sales, supported by better use of data and automation.

We developed an integrated digital marketing strategy combining website improvements, SEO, content marketing, Google Ads and marketing automation.

Website development and SEO

We reviewed and improved Soyang’s website, addressing technical SEO, user experience, mobile responsiveness and conversion opportunities. We also implemented a targeted SEO strategy to improve visibility for relevant product and industry searches.

Content marketing and industry expertise

We created educational articles, industry insights and downloadable resources to showcase Soyang’s expertise, answer customer questions and attract potential customers at different stages of their buying journey.

Google Ads and paid search

We created and managed targeted Google Ads campaigns to reach people actively searching for large-format print materials and production equipment. Ongoing optimisation and conversion tracking helped improve campaign performance and advertising efficiency.

Email marketing and lead nurturing

We introduced automated email workflows to nurture prospective customers through relevant content and timely follow-ups, keeping Soyang’s products and expertise front of mind.

HubSpot CRM integration

We integrated HubSpot CRM to improve visibility of leads, support sales follow-ups and bring marketing and sales activity closer together.

Our work has helped Soyang establish a more effective digital marketing operation, generating measurable improvements in lead generation and advertising performance.

Between 2025 and 2026, Google Ads contact-form conversions increased from 121 to 202. Total tracked conversions also rose by 32.9%, while advertising spend increased by just 2.9%.

At the same time, cost per conversion fell by 22.6%, demonstrating improved efficiency from its advertising investment.

Over the longer term, Soyang’s Google Ads activity recorded more than 1,170 tracked conversions between January 2022 and October 2026.

Combined with the wider SEO and digital marketing strategy, this has helped make online channels an important source of new business enquiries, with 84% of all enquiries reported as coming through organic search.