Inbound Marketing Case Studies: Waste Management Company Drives Leads
The following is part IMPACT's inbound marketing case studies series, profiling the success our clients have had since implementing an inbound marketing strategy.
Andy Bozzuto of John's Refuse & Recycling came to IMPACT in the winter of 2012 looking to improve upon their current website. As it stood, their website was simply online brochureware with no lead generating or traffic driving opportunities to be found.
John's Refuse & Recycling has been a family owned business since 1963, and Bozzuto was looking to improve upon an already successful business with a more powerful, lead generating website.
HIs goal was to feature a website that drove more traffic and as a result, generated more leads. At the time, John's wasn't utilizing any social media platforms, meaning there was a huge opportunity to expand the company's reach.
As is the case with any inbound marketing campaign, the first step was identifying what keywords had the potential to drive more localized traffic to the website for John's Refuse & Recycling.
It's critically important for a company like John's Refuse to focus heavily on local SEO opportunities, as their customer base is located throughout several towns and counties in Connecticut.
Using HubSpot's keyword grader tool, the staff here at IMPACT is able to identify and implement the best performing keywords in the industry. For instance, we're able to try infinite variations of localized keywords, identifying and implementing only the best ones for SEO purposes.
We were also able to filter keywords by global monthly searches, difficulty, and their current ranking in order to find and identify the greatest keyword opportunities.
Would Inbound Marketing Drive More Traffic?
The main purpose for ensuring that John's chose the right keywords was to increase the organic traffic coming to their site. In other words, the amount of visitors who come to their website naturally through Google searches.
Starting in March when the campaign hit full stride, John's saw steady increases in their organic searches each month, proving that the keyword analysis and implementation had worked, and also received more relevant and qualified traffic as a result. See the results for their organic search results in the first 5 months below.
Just as impressive as their boost in organic searches was their increase in referral searches. Referral searches are when other websites, blogs, or pages in general include links that point visitors to your page. These are considered SEO gold, as there's nothing more effective than a referral when trying to get a job or client.
The chart below details in the increase in referral searches John's received once their inbound marketing campaign hit full stride in early spring.
Once again, a steady increase at the outset of the campaign. Talk about immediate and instant gratification!
Now as we discussed earlier, prior to starting their inbound marketing campaign at IMPACT, John's Refuse & Recycling wasn't using any social media platforms in their marketing campaign. After implementing and maintaining a powerful social media presence on Facebook, Twitter, LinkedIn, Google+ and Pinterest, John's Refuse began to see immediate results in the traffic department here as well.
After the initial build-up period that included generating and nurturing a social media following, the chart below details the steady increase in visits John's Refuse experienced from their social media following.
Generating More Leads
Now all of this talk about traffic is great and all, but it all boils down to one thing, doesn't it? Leads! Are all of these marketing efforts generating any leads for my company?
After implementing a blog that published fresh, original content on a consistent basis as well as a more lead generating homepage and website, the results started speaking for themselves.
First, a look at the re-done homepage, armed with countless lead generation opportunities.
No more boring brochureware type webpage that's for sure! And like we said, numbers don't mean anything unless they're driving in leads. In the first three months of their campaign, John's Refuse also saw a steady increase in their lead generation.
Inbound Marketing Case Studies: Need Leads?
Interested in learning more about implementing an inbound marketing program for your company? Would you like to see this same type of success? Give us a call at IMPACT and learn how we can help!
About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.