Industry: Recycling and Waste Management (Scrap Metal)
The SEO Design Chicago team developed a comprehensive digital marketing strategy for a scrap metal recycling company aiming to increase both B2B and B2C clients, improve online visibility, and establish itself as a leader in sustainable metal recycling practices.
287%
increase in organic search traffic
219%
increase in business inquiries
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183%
increase in individual seller appointments
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Challenge:
A regional scrap metal recycling company struggled to differentiate itself in a competitive and often misunderstood industry:
- They needed to educate both businesses and individuals about the value of metal recycling
- Streamline the process of scrap metal sales
- Attract high-volume industrial clients
- Position themselves as an environmentally responsible choice
- Compete with both large national recyclers and informal scrap dealers
Solution:
Dual-Focus SEO Strategy
- Implemented a comprehensive SEO strategy
- Targeted both B2B keywords (e.g., industrial metal recycling, bulk scrap management) and B2C terms (e.g., where to sell scrap metal, metal recycling near me)
- Included creating separate content streams for each audience
Interactive Scrap Metal Price Guide
- Developed a real-time, interactive price guide for various metals
- Helped potential sellers understand the value of their scrap
- Attracted repeat visits to the website.
Environmental Impact Calculator
- Created an interactive tool allowing users to calculate the environmental impact of their metal recycling efforts
- Reinforced the company’s commitment to sustainability
Video Content Series
- Produced a series of educational videos
- Covered topics such as the recycling process, identifying valuable scrap, and proper preparation of metals for recycling
- Used videos across the website, YouTube, and social media platforms
Local SEO and Drop-off Location Optimization
- Optimized Google Business listings for each drop-off location
- Created location-specific landing pages
- Built local citations to improve visibility in local search results
Targeted PPC and Display Advertising
- Created separate Google Ads campaigns for B2B and B2C audiences
- Focused on specific types of metal recycling services and geographic locations
Social Media Awareness Campaign
- Developed an engaging social media strategy across Facebook, LinkedIn, and Instagram
- Shared recycling facts, success stories, and behind-the-scenes content to educate and engage both business and individual audiences
Online Quote Request and Scheduling Tool
- Integrated a user-friendly tool on the website
- Allowed businesses to request bulk pickup quotes
- Allowed individuals to schedule drop-off appointments
Email Marketing Automation
- Implemented segmented email campaigns for different client types (e.g., industrial, small business, individual) and metal types
- Provided relevant information on market trends, pricing, and recycling best practices
B2B Partnership Development
- Created a digital strategy to cultivate relationships with manufacturing companies, construction firms, and other high-volume metal waste producers for ongoing recycling partnerships.
Community Recycling Drive Promotions
- Developed digital campaigns to promote and manage community recycling drives
- Increased local engagement
- Attracted new individual sellers
Customer Loyalty Program
- Implemented a digital loyalty program for both business and individual clients
- Offered incentives for consistent recycling and referrals
Results:
- Increased business inquiries from an average of 15 to 48 per month
- Improved individual seller appointments from 85 to 241 per month
- Enhanced website traffic from 4,500 to 17,415 monthly visitors
- Grew social media following from 2,200 to 9,800 across all platforms
- Increased the average Google rating from 4.2 to 4.8 stars, with a 158% increase in total reviews
- Achieved first page rankings for 75% of targeted local and industry-specific keywords
- Generated 132 high-volume business leads through the online quote request tool in the first six months
- Improved website conversion rate from 2.0% to 3.8% for quote requests and appointment bookings
- Reduced cost per lead acquisition by 39% through optimized PPC campaigns
- Increased email open rates from 19% to 33% and click-through rates from 2.3% to 4.8% with segmented campaigns
- Boosted repeat business rate from 45% to 67% through improved communication and loyalty program
- Achieved a 91% satisfaction rate for the online scheduling and quote request tool
- Increased average transaction value by 31% for business clients and 22% for individual sellers through effective education on proper metal sorting and preparation
- Secured partnerships with 7 local manufacturing companies for ongoing recycling services
This case study demonstrates how a comprehensive, education-focused digital marketing strategy can help a scrap metal recycling company overcome industry challenges, effectively communicate its value proposition to diverse audiences, and achieve significant growth in both B2B and B2C sectors. By leveraging educational content, interactive tools, and targeted outreach, the company was able to attract more high-value clients, improve community engagement, and establish itself as a leader in sustainable metal recycling practices.
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