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DELFIN INDUSTRIAL

B2B manufacturing · Italian industrial vacuums for the United States and Canada

Industry: B2B & Manufacturingdelfinindustrial.com ↗

IN SHORT

Delfin has designed and manufactured industrial vacuums and dust extraction systems in Italy since 1991. Delfin Industrial is its American division, based in Plymouth, Minnesota, and sells in the United States and Canada. For them Digital Runner built and manages delfinindustrial.com, a WordPress and WooCommerce website with two sides: an online shop for businesses and a procurement platform reserved for customers. We look after SEO and GEO for the North American market, write the content together with the client, run the Meta and Google Ads campaigns, prepare the newsletters, write the scripts that connect the platforms and read all the numbers on RunAlytics.

The client

WHO DELFIN ARE

YEAR
since 2023
CLIENT
Delfin Industrial
Plymouth, Minnesota (USA)
MARKET
United States and Canada,
all in English
WHAT WE DO
E-commerce and procurement website,
SEO and GEO, content,
Meta and Google Ads,
newsletters, integrations

Delfin has designed and manufactured industrial vacuums and dust extraction systems in Italy since 1991: portable and central vacuums, explosion-proof models for hazardous areas, dust collectors, pneumatic conveying systems and lines dedicated to pharmaceuticals, food and machining with oil and chips. More than 140 models and around 1,500 configurations.

Delfin Industrial is the division that sells in the United States and Canada, from its base in Plymouth, Minnesota. The North American market is huge and highly competitive, with its own safety standards such as those from OSHA and NFPA. Buyers want to see price, availability and the technical data sheet straight away, and do not want to wait for someone on the other side of the ocean to call them back.

For an Italian brand, getting found on Google in North America is the biggest challenge: the competitors are local manufacturers, they write in their own language and they have been online for decades. That is where much of our work plays out.

The goal: Make delfinindustrial.com Delfin's primary sales channel in North America: get found by people searching for an industrial vacuum, sell the available models online and give business customers a simple way to reorder.

The catalogue

AN ITALIAN MANUFACTURER,
A NORTH AMERICAN MARKET

A catalogue this broad has to be explained well, in the buyer's language, and must answer their questions before they ask them.

1991
the year Delfin was founded
140+
models of vacuums and systems
1,500
possible configurations
170
products in the online catalogue

How we work

FROM THE GOOGLE SEARCH
TO THE ORDER

Each piece of the work prepares the next. People searching find a page that answers, people who are ready buy or ask for a price, every request reaches the right place on its own, and the numbers tell us where to improve the following month.

  1. 01

    SEO and GEO

    Getting found

    Pages and articles in English, written for Google and for AI answer engines.

  2. 02

    Meta and Google Ads

    Getting chosen

    Campaigns on the searches of people who need to buy a vacuum and in the sectors where Delfin is strongest.

  3. 03

    E-commerce and procurement

    Buying in a few clicks

    The Kiosk for in-stock models, price requests for the others, a private area for repeat orders.

  4. 04

    Integration scripts

    No request lost

    Orders, forms and contacts move on their own between website, CRM and email.

  5. 05

    Newsletters and RunAlytics

    Keeping in touch, measuring

    Emails split by sector and all the numbers on the same dashboard.

Our work for Delfin Industrial

ONE WEBSITE, TWO SIDES,
A MARKET TO WIN

For Delfin Industrial we handle everything that goes through digital: the website, its visibility on Google, the campaigns, the emails and the connections between platforms. Today the work focuses above all on SEO and GEO, because in North America that is where customers come from.

01The website

A WEBSITE
WITH TWO SIDES

delfinindustrial.com is a WordPress website with WooCommerce, entirely in English, designed for the US and Canadian market. It has two sides that live in the same place.

The first is e-commerce: visitors browse the catalogue by type, industry and application, read the technical data sheets and buy the available models online. The second is the procurement platform, or e-procurement: a private area where business customers find their products and their terms and reorder without going through a sales rep.

Behind it is a catalogue of 170 products, with taxes calculated state by state, sales tracking on GA4 and more than 650 technical data sheets in PDF that we corrected and checked one by one.

  • WordPress and WooCommerce, in English
  • Catalogue by type, industry and application
  • Taxes calculated for every state
170
products in the catalogue
650+
data sheets checked
Visit delfinindustrial.com
Aspiratore industriale trifase Delfin DG 300
Aspiratore Delfin per l'industria farmaceutica
Aspiratore industriale Delfin MTL 802
Collettore di polveri Delfin
Un operatore aspira trucioli e liquido refrigerante da una macchina CNC con un aspiratore Delfin

02The Kiosk

IN STOCK,
READY TO BUY NOW

The Kiosk is the part of the website where you can immediately buy the models ready in the Plymouth warehouse. Each product page shows how many units are available: the product goes in the basket and is paid for online, like in any shop. For a company with a vacuum out of action, it is the difference between waiting weeks and receiving it in a few days.

Models that need configuring go through a price request instead, which lands directly in the client's CRM. Before launch we tested every step with the Delfin team and wrote the operating manual, so the people handling orders know what to do from day one.

Il Kiosk di delfinindustrial.com: aspiratori pneumatici disponibili in magazzino, da comprare online
The Kiosk: pneumatic models in stock, with the units available.

Industrial machinery
can be sold online. As long as the data sheet
answers before the sales rep does.

Un aspiratore industriale Delfin nel deposito di manutenzione dei treni

03E-procurement

EVERY CUSTOMER,
THEIR OWN PORTAL

Companies that buy often should not have to start from scratch every time. For them we built the procurement platform: each customer has their own private area, with their products, spare parts and agreed terms, and reorders in a few clicks.

It is a way of selling that is increasingly expected in North American B2B: purchasing departments want to order when they need to, without emails or phone calls, and Delfin can see in one place what its best customers buy.

Il contenitore di un aspiratore Delfin pieno di trucioli metallici
Il tubo di un aspiratore Delfin raccoglie olio e trucioli da una vasca di lavorazione

04SEO and GEO

GETTING FOUND
IN NORTH AMERICA

This is the heart of the work today. An Italian brand selling in the United States and Canada competes on Google with local manufacturers that have been online for decades. That is why we look after SEO in every detail: the words North American plant managers actually use, the standards they cite, the problems they are trying to solve.

Alongside the catalogue we built pages dedicated to the most important searches, such as central vacuum systems, heavy-duty vacuums and warehouse floor vacuums. And we work on GEO: pages and articles written so that AI answer engines too, such as ChatGPT, Gemini and Google's AI answers, understand them and cite them.

53
technical articles published
50
website pages
What GEO is and how we do it
Un aspiratore elettrico e uno ad aria compressa Delfin, copertina di un articolo del blog
Electric or compressed-air vacuum? One of the articles that answer buyers' questions.
Un falegname lavora una tavola mentre il tubo dell'aspiratore Delfin cattura la segatura

05Content

WRITTEN
TOGETHER

We regularly create the website content together with the client. Delfin brings the technical expertise, such as how to design a dust collection system or how to extract chips and coolant from a CNC machine without stopping it. We turn it into articles and pages that read well and that Google rewards.

To move faster we use a system built on n8n that, starting from a topic, prepares the outline, the draft article, the LinkedIn post and the newsletter. Then every text is reviewed by a person, and by Delfin's engineers.

  • Articles on extraction, dust, safety and industries
  • Drafts prepared on n8n, always reviewed by hand
  • Technical review by the client before publication

06Campaigns and numbers

META, GOOGLE ADS
AND RUNALYTICS

We run Google Ads campaigns for people already searching for an industrial vacuum, and Meta campaigns to build awareness in the sectors where Delfin is strongest: food, pharmaceuticals, metalworking, wood.

We monitor all performance on RunAlytics, our analytics tool: campaigns, visits, Google rankings, Kiosk sales and price requests on the same dashboard. That way you can see which search or which ad brings in an order, and move the work to where it pays off most.

La gamma di aspiratori industriali Delfin in un capannone
Nube di polvere industriale in sospensione
Impianti di trasporto pneumatico Delfin in acciaio inox con i tubi flessibili

07Newsletters and integrations

THE RIGHT EMAILS,
DATA IN THE RIGHT PLACE

We prepare Delfin Industrial's newsletters, split by sector and by stage: people in pharmaceuticals do not get the same emails as people in food, and those who are just starting to research do not get the ones meant for people close to buying.

When needed, we write integration scripts that get the platforms talking to each other: customer accounts created automatically from forms, price requests that go into the CRM, emails in the brand's design. Less manual work for the team, and no request lost along the way.

  • Newsletters by sector and buying stage
  • Customer accounts created automatically
  • Price requests linked to the CRM

The result

A SALES CHANNEL
THAT DID NOT EXIST BEFORE

A website that sells, a private area for repeat orders and a presence on Google that grows article by article, in a market on the other side of the ocean.

170

products online for the United States and Canada

53
TECHNICAL ARTICLES
50
WEBSITE PAGES
650+
DATA SHEETS CHECKED
2
SIDES, SHOP AND PROCUREMENT

Who did what

QUESTIONS ABOUT THIS PROJECT

Who built the Delfin Industrial website?

delfinindustrial.com was built and is managed by Digital Runner, a digital marketing agency in Turin. It is a WordPress website with WooCommerce for the US and Canadian market, with an online shop for models available in stock and a procurement platform reserved for business customers.

Who looks after Delfin Industrial's SEO in the United States and Canada?

Digital Runner looks after the SEO and GEO of delfinindustrial.com: pages and articles in English based on what plant managers search for, written together with Delfin's engineers and optimised for AI answer engines too.

Who runs Delfin Industrial's campaigns and newsletters?

Digital Runner runs Delfin Industrial's Meta and Google Ads campaigns, prepares newsletters split by sector, writes the integration scripts between website, CRM and email, and monitors all performance on RunAlytics.

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