Annual campaign combining Inbound Marketing, SEO, conversion rate optimization and digital communications supports manufacturer's business goals and a revenue lift of 122%.
Mallard Creek Polymers is a specialty chemical manufacturer located in Charlotte, NC. The company formulates emulsion polymers for a variety of purposes, enabling customers to quickly acquire desired properties in their products. Mallard Creek Polymers works in a variety of industries including Paintings & Coatings, Adhesives, Paper, Printing and Packaging, Construction and more.
Goals & Objectives
At the outset of the campaign, the following business goals were identified:
- Support sales plan of adding a set number of new customers per quarter
- Expand digital use with existing customers
- Expand cross-selling to existing customers
These business objectives led to the following digital marketing objectives.
- Increase Organic Search Traffic by 25% in order to increase visibility when buyers search for product and/or solutions.
- Increase total web traffic by 20%
- Convert website traffic to new contacts at a rate of at least 1.65%, based on historical trends and desired growth
- Increase total lead volume by 25%, not including new leads added by sales
To achieve these goals, Knowmad and Mallard Creek Polymers began the year by implementing a blogging strategy and optimized portions of the website for user experience and conversion improvements.
SEO-focused content was developed to target searches conducted by target audiences about specific chemistries and how these chemistries fit into the solution set for buyers. In addition, a guest blogging initiative was included to generate links from other industry websites.
Mid-way through the year, the company decided it had acquired enough leads and wanted to emphasize enhancing the customer experience via digital initiatives. As a result, the campaign made a pivot to implement a quarterly newsletter and place greater focus was placed on content creation and promotion.
Overall Digital Marketing Results
- Organic Traffic – Increased by 50%
- Total Traffic – Increased by 40%
- Organic Leads – Increased +6%
- Total Leads – 658 leads
In addition to the results above, website conversions grew by 26%.
Business Results from the Digital Marketing Campaign
- 110% above goal in new customers
- 13% increase in sales by volume of product (measured in pounds)