United Poly Systems (UPS) is a Springfield, MO-based manufacturer specializing in high density polyethylene pipes (HDPE) catering to industries such as renewable, energy, water, and communications. With a thriving revenue base, yet constrained by regional boundaries, UPS felt the urgency to broaden their digital horizon and turn web traffic into potential sales leads.
Highway 9 Consulting, renowned as a HubSpot Certified Agency Partner, offered a decade of expertise in implementing successful sales and marketing drives. Especially notable in B2B marketing for the industrial sector, the firm ensures tailor-made strategies catering to technical audiences, like engineers.
To amplify UPS’ digital presence and grow sales inquiries, Highway 9 developed a threefold strategy:
Demand generation is at the heart of successful B2B marketing, and the results of our efforts stand as a testament to this philosophy.
Pillar Page Performance
The “All Things HDPE” pillar page wasn’t just content; it was a strategy in motion. It achieved:
Notably, the average view time of 103 seconds indicated that visitors were genuinely engaged, exploring the depth of content and understanding its value.
Blogging Campaign Outcomes
Digital marketing shines when it’s data-driven. Our blogging campaign for UPS demonstrated:
By September 2022, company blogs were not mere pages; they were powerhouses. They constituted over a third of all site views. Remarkably, 78% of all website traffic stemmed from organic search, an exceptionally high percentage, indicating a significant number of visitors were being introduced to UPS for the first time.
Beyond the realm of digital marketing, the tangible result was evident. UPS saw a promising uptick in projected revenue, catching the eye of industry giant Atkore, which acquired the company in June 2022.
Landing Page Insights
The product catalog landing page served as a model of high-conversion landing page strategies. Since its inception in September 2021:
In the context of industry standards, this wasn’t just good; it was exemplary. Comparing it with the industry average conversion rate of 2.35%, and even the top 10% benchmark of >11.45%, it’s clear the page was a star performer.
The cherry on top was the site’s revamp in May 2022. This change spotlighted the landing page’s call-to-action, boosting monthly views and increasing sales lead production from fewer than five to almost 50 per month. These weren’t just numbers; they were potential business relationships, seamlessly transferred to the sales team for effective lead nurturing.
Highway 9 Consulting’s integrated strategy, encompassing a thoroughly crafted pillar page, targeted blogs, and a high-conversion landing page, has redefined UPS’ digital landscape. Through these tools, UPS has not only enhanced its online visibility but has also carved out actionable business avenues. The transformation from a regional entity to a digital juggernaut showcases the prowess of methodical digital marketing strategies.