The Context
Gegolac is a Belgian B2B company specialising in aluminium and steel solutions for professionals in the construction, joinery and industrial sectors. With more than 35 years of experience and over 1,500 clients, the company has built strong technical expertise and a broad portfolio covering aluminium products, custom metalwork, laser cutting, powder coating and solutions such as CLEARALU.
However, Gegolac’s digital presence did not fully reflect the scale, experience or technical capabilities of the business. The company needed a stronger digital strategy to translate its established offline reputation into a more professional, visible and consistent online presence.
The Challenge
The main challenge was to reposition Gegolac’s digital communication around its expertise and value as a B2B partner.
Social media activity was inconsistent and largely focused on operational updates, product announcements and occasional company news. LinkedIn in particular had limited reach and engagement, while valuable topics such as technical expertise, sustainability, projects, people and educational content were underrepresented.
At the same time, the website needed stronger SEO foundations and clearer messaging to better communicate Gegolac’s products and services and increase its visibility for relevant B2B searches.
The Solution
BluePanda developed an integrated digital marketing approach covering social media, SEO/GEO, content strategy and email marketing.
A structured content strategy was introduced for LinkedIn and Facebook, with clear content pillars covering technical expertise, products and solutions, people and company culture, sustainability and industry knowledge. The visual communication was also refined to create a cleaner and more professional presence while remaining consistent with Gegolac’s established brand identity.
Alongside social media, key website pages were optimised in French and English, with improvements to page structure, headings, metadata, content, internal linking and search intent targeting. Email marketing was also incorporated into the strategy through regular newsletters designed to promote products, share company updates and maintain contact with Gegolac’s existing customer database.
The Results
The collaboration has given Gegolac a significantly more structured digital marketing ecosystem and a clearer way to communicate its expertise across channels.
Social media has evolved from predominantly operational communication into a more strategic B2B content presence, with greater emphasis on expertise, solutions, people and educational content. Since BluePanda was introduced, LinkedIn performance has shown positive growth. In just two months, Gegolac recorded 22% more page views, 40% more visitors and 50% more new followers.
The website has also gained stronger SEO and GEO foundations, with key pages better aligned with relevant services, products and search intentions. At the same time, the introduction of regular email marketing has created an additional touchpoint for engaging existing contacts and promoting strategic products such as CLEARALU.
Overall, the project has helped bring Gegolac’s digital presence closer to the experience, technical expertise and credibility the company has built over more than three decades in the market.
