Roberts PolyPro, a ProMach company and manufacturing leader specializing in packaging solutions for cans, bottles, and other consumer goods, partnered with our digital marketing agency in July 2022 to enhance its inbound marketing strategy and address performance challenges.
Over the past two and a half years, this partnership has grown and evolved significantly. What began as an effort to increase organic traffic through blog content has developed into a comprehensive marketing strategy encompassing new product launches, partner marketing, content optimization, paid media, and more.
Read on to learn more about the challenges Roberts PolyPro experienced before reaching out to LAIRE and how we helped drive the company’s growth and success.
The Problem: Minimal Focus on Inbound Marketing
Roberts PolyPro faced a significant hurdle in its marketing efforts due to an overemphasis on paid media campaigns, many of which delivered minimal returns. While some campaigns showed promise, others underperformed, resulting in inefficient use of the marketing budget and a lack of quality leads.
This reliance on paid efforts came at the expense of a well-rounded inbound content strategy, which was underdeveloped and failed to make a meaningful impact on organic traffic or customer engagement.
Compounding this issue was the limited scope of Roberts PolyPro’s previous digital marketing partners, who were heavily focused on paid media strategies and unable to deliver the comprehensive inbound marketing support the company needed.
Without a robust content strategy, Roberts PolyPro struggled to build brand authority, nurture leads, and support its broader growth objectives.
This misalignment left a critical gap in the company’s marketing approach, hindering its ability to create a sustainable, long-term strategy for driving traffic, generating quality leads, and converting prospects into loyal customers.
The Solution: A Balanced, Data-Driven Strategy
To address the challenges Roberts PolyPro faced, our digital marketing agency implemented a multi-faceted strategy that shifted the focus from an over-reliance on paid media to a more balanced approach, prioritizing inbound marketing efforts.
The solution was built on three key pillars: strategic content development, paid media optimization, and comprehensive partner marketing initiatives.
Content-Driven Growth
Recognizing the need for a stronger inbound marketing foundation, we developed a robust content strategy designed to drive organic traffic, improve engagement, and generate quality leads. This included:
- Creating high-value blog content tailored to Roberts PolyPro’s target audience and industry trends, leading to a 216% increase in blog traffic.
- Developing compelling case studies that showcased the company’s expertise and solutions, driving 450 views in the first year alone.
- Optimizing existing content, such as key product pages for the company’s can and bottle multipack handles and applicators.
- Implementing a search engine optimization (SEO) strategy to improve rankings and help ensure content was easily discoverable by the target audience.
We talked through what our pain points are, what we're looking for. You create the content end to end and are able to adopt feedback. I expect my agency to provide strategic guidance and you do that for me.
– Barbara Soto, Marketing Director, Primary Packaging, ProMach
Paid Media Optimization
While content was the priority, we refined Roberts PolyPro’s paid media efforts to maximize efficiency and ROI. This included:
- Analyzing paid search campaign performance to identify underperforming ads and reallocating budgets to high-performing campaigns.
- Improving ad copy and keyword targeting for campaigns that showed potential but needed optimization to lower cost per click (CPC) and improve conversions.
- Redesigning and optimizing campaigns with low click-through rates (CTRs) and conversions by creating targeted, conversion-focused landing pages that better address audience needs.
Partner Marketing and New Product Launches
To further diversify Roberts PolyPro’s marketing efforts, we introduced partner marketing strategies that leveraged the company’s relationships within the industry. This approach enhanced visibility and credibility while aligning the brand with trusted partners.
We also supported the launch of new products, helping Roberts PolyPro capitalize on the growing trend in sustainable packaging within the consumer packaged goods (CPG) industry.
Specifically, we crafted targeted marketing campaigns that effectively communicated their new biodegradable and recyclable packaging solutions and positioned them as a leader in sustainability.
Holistic Marketing Integration
We approached Roberts PolyPro’s challenges with a holistic perspective, integrating inbound and outbound marketing strategies to create a seamless customer journey. This involved aligning all marketing efforts with the company’s overarching growth goals, ensuring consistency across campaigns and channels.
By shifting the focus to content-driven marketing while optimizing paid efforts and incorporating partner initiatives, we provided Roberts PolyPro with the tools and strategies they needed to overcome its challenges and achieve sustainable growth.
This balanced approach not only improved immediate performance metrics but also positioned Roberts PolyPro as a thought leader and trusted partner in the packaging solutions industry.
The Results: Increased Traffic, Engagement, and Lead Conversion
Our strategic approach to balancing inbound and paid marketing efforts delivered measurable success for Roberts PolyPro, significantly improving their digital presence, engagement, and lead generation throughout our partnership.
By aligning marketing initiatives with their growth objectives, we helped Roberts PolyPro achieve the following:
Organic Traffic Growth
- Overall website traffic increased by 14% from 2023 to 2024, reflecting the impact of our SEO strategy and content creation.
- Blog traffic skyrocketed by 216%, increasing from just over 500 views in 2023 to more than 1,700 views in 2024.
Improved Lead Generation and Conversion Rates
- Traffic to the “Contact” page grew by 6% from 2023 to 2024, demonstrating increased user interest in taking the next steps with Roberts PolyPro.
- More importantly, the lead-to-conversion rate jumped from 3.1% in 2023 to 5.6% in 2024, representing a 55% increase. This improvement directly correlated to the enhanced content strategy and optimized user experience on key pages.
Paid Media Optimization Success
- Our Performance Max paid search campaign emerged as the most efficient paid media channel, achieving 39.85 conversions at a low CPC of $14, balancing cost efficiency with volume.
- While certain campaigns initially underperformed, our ongoing analysis and optimizations ensured that resources were allocated to higher-performing channels. This strategic pivot reduced wasted ad spend and maximized ROI.
Positioning Roberts PolyPro for Sustained Digital Growth
By addressing gaps in content strategy and optimizing paid media performance, we positioned Roberts PolyPro for long-term digital growth and success.
Our focus on creating high-quality, targeted content not only boosted audience engagement but also significantly improved the lead-to-conversion rate. This demonstrates the power of a balanced, data-driven approach to digital marketing in achieving measurable results.
One of my concerns initially was I needed to produce content quickly enough. I was asked by my team why we don’t hire someone internally, but one person is not going to create the work that we need to really drive digital growth. And that's why we work with you.
– Barbara Soto, Marketing Director, Primary Packaging, ProMach
Today, Roberts PolyPro benefits from a comprehensive inbound and paid media strategy that consistently delivers meaningful outcomes while aligning seamlessly with its broader business objectives.
This success has also fueled growth for LAIRE. Our partnership with Roberts PolyPro has expanded to include multiple brands within the ProMach family, empowering each to scale their efforts and thrive in the competitive packaging solutions industry.
If you’d like to see how we can help your brand grow this year, it starts with a simple conversation. Take the first step now.
