Educational Blogs Drive Inbound Leads & New Customers
Target Audience: Restaurants, Hotels, Schools, Tourist Attractions, Retailers, Stadiums and High Rise Apartment Buildings Green Business Solution: Orwak Compactors and Balers
Learn how Orwak North America educated their customer base and drove inbound leads by blogging to the target verticals.
Situation Orwak North America was looking for a way to educate their audience about the benefits of cardboard balers and trash compactors while also driving inbound leads. They had no blog in place and several verticals they wanted to reach.
Steps to Achieve Goal The first step was to choose specific keywords that they wanted their blog to rank for. By leveraging information they used in paid search, they were able to identify a few key phrases "Cardboard balers" and "baler pricing". Next they looked at successful installations in their top 10 verticals. Since Orwak already had Hubspot, they the blog feature to create, optimize and track leads generated from their blog through Hubspot.
Outcome Over the next 12 months, Orwak saw a stead increase in blog views. Within a short period of time, the blog became the leading source for organic traffic. Organic traffic being only second to direct traffic which was their number one source of visitors aka people who knew the Orwak web site or typed "Orwak" into search.
They also began seeing that the organic (free) content was surpassing paid advertisements of their competitors on page 1 for "cardboard balers". See 5 Reasons You Need A Cardboard Baler below.
But most importantly, the were able to see through Hubspot Lead Conversion Reports that were driving new leads and that of that group 50% were converting to customers!