Most of the blogs and case studies are written by sales representatives at Beetle Plastics. Each post includes keywords linked to other content on the website. For instance, a blog post that discusses corrosion-resistant tanks and vessels has keyword phrases linking the reader to a product page for chemical storage tanks.

The company also established two monthly email campaigns. One is sent to all contacts informing them of new online content, and the other is emailed to people who request additional information. The monthly emails highlight blog posts, new offers, upcoming events and other items of interest. There’s been an increase in engagement, open rates and number of subscribers since the start of the campaigns.

Beetle Plastics employs a set strategy to turn leads into customers. When the company generates a new lead, it sends a follow-up email 10 days later, inviting prospects to download the fiberglass reinforced composites catalog. Ten days after the first email, those prospects receive another one directing them to the company’s blog. Beetle Plastics continues to send emails, spread out over time, to try and win business.

In addition, Beetle Plastics relies on social media including Facebook, Twitter, LinkedIn, Google+ and YouTube. The company’s main focus for these outlets is to monitor the keywords and traffic as well as publish content. Beetle Plastics hopes to build a community of contractors and engineers, its main prospects.

After implementing an inbound marketing strategy, Beetle Plastics’ website traffic increased by more than 20 percent, generating more than 50 new leads. The company also landed a new fiberglass pipe client in South America. “Our company’s inbound marketing and web presence were extremely instrumental in establishing our expertise and starting this relationship,” says Mettry.

Although Beetle Plastics credits most of its recent success to inbound marketing, a hint of outbound marketing – cold calling and exhibiting at trade shows – also helped to expand the company’s customer base. Integrating both inbound and outbound marketing strategies leverages the strengths and eliminates the weaknesses of each marketing approach. Today the company is reaching more engineers, design firms and end users of fiberglass products.