Paving Company Kicking Asphalt with Inbound Marketing

Posted by Jeff Coon on May 24, 2013 6:28:00 AM

Wolf Paving, an asphalt paving and manufacturing company located in Milwaukee and Madison, Wisconsin, has seen the real benefits of committing to an inbound marketing plan. What has success looked like for Wolf Paving? Here's a quick overview:

  • 44% increase in the number of calls for quotes compared to the same time last year
  • 92% increase in online quote requests compared to the same time last year
  • Improved search rankings for terms - “Milwaukee Paving Companies” & “Madison Paving Companies
  • Increased media coverage
  • Recognition from peers and industry trade publications

With the help of Stream Creative, Wolf Paving has been successfully practicing inbound marketing for over 2 years - blogging weekly, developing case studies, creating eBooks, landing pages, calls-to-action, etc.

If you take a look at the graphs below, you'll see the consistent growth that Wolf Paving has had. Organic traffic has increased by 172% since 2011 and online requests for quotes has increased by 140%.

Wolf Paving Organic Traffic 2yrs

Wolf Paving Contacts 2yrs

Looking to make an even bigger impact this year during "quoting season", Stream Creative and Wolf Paving decided to add some traditional and paid media to the marketing plan.

Mary Jo Preston, Stream Creative's Senior Marketing Consultant and Media Planner/Buyer, worked with Wolf Paving and local and national media outlets to put together a very strategic plan that not only supported the existing inbound marketing plan but was also VERY targeted at Wolf Paving's market.

The results of these efforts, as outlined in the graph below, were a 44% increase in the number of phone calls received (compared to the same time frame the year before), as well as a 92% increase in the number of visitors requesting a quote online.

Wolf Paving Request a Free Quote

In addition to the increased lead volume, Wolf Paving has also been recognized as a thought leader by industry trade publications and has received media coverage from local TV stations, most recently being featured for a story on pothole repair.

When asked why the TV Station chose Wolf Paving, the station admitted that they found them via online search. When arriving at Wolf Paving's website, it looked like Wolf Paving was the right company to talk to.

Wolf Paving has received similar inquiries regarding other services, such as porous asphalt paving. A contractor contacted Wolf because, in his words, "Wolf Paving is clearly the expert on this topic."

When is outbound marketing effective?

When it's part of a bigger inbound marketing plan. The boost in visibility is most effective when you have the credibility and foundational elements in place that help convert new website visitors into potential new customers.

What outbound or paid media techniques have you found to be successful? Do you think they'd be as effective without an inbound marketing plan already in place?


About the Author: Jeff Coon is a partner and creative director at Stream Creative, a certified HubSpot partner and full service digital marketing and design firm specializing in inbound marketing, web design and development, and social media.

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Topics: case study, outbound marketing, paid media, inbound marketing, stream creative

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