Overview
Southern Packaging, LP, a supply leader in bulk packaging and FIBCs, partnered with LAIRE to redesign and build a marketing-focused and SEO-friendly website through our growth-driven design process.
Throughout a comprehensive website redesign, ongoing inbound marketing efforts, and paid advertising, the company has seen a 259.09% increase in total new online contacts, a 118.75% increase in new contacts from organic search, and a steady stream of new contacts from paid search.
Growth Timeline at a Glance
- From June 2020 to September 2020, Southern Packaging, LP enlisted the LAIRE team to redesign their website and migrate it to HubSpot.
- In March 2021, we began adding new pages and conversion points, bringing in continuous leads and 22 new contacts — including 16 from organic search — within the first month.
- In September 2021, the LAIRE team incorporated a paid search campaign, leading to further boosts in traffic and lead generation for Southern Packaging, LP.
- Today, Southern Packaging, LP averages 60 new contacts from all sources and 15 conversions from form submissions and phone calls per month.
Who Is Southern Packaging, LP?
Southern Packaging, LP is a bulk packaging supply leader, providing industrial and commercial packaging solutions to manufacturers across multiple verticals throughout the United States.
The company is one of the largest distributors of bulk packaging supplies in the country, buying, selling, and delivering more than 1,100 different industrial packaging products to nearly 900 locations across the U.S. including FIBC bulk bags, poly-packaging, and more.
The Problem: Low Website Traffic and New Contacts
After undergoing thorough competitor research to find the right marketing agency for their goals, Southern Packaging, LP chose LAIRE to deploy a marketing strategy that would allow them to compete with their local and national competitors.
Although already having a website in place, Southern Packaging, LP lacked any tracking abilities to monitor user engagement. They also lacked a comprehensive marketing strategy. This caused them to miss out on effective methods of inbound lead generation and retention, often built through blog content, email marketing, and paid advertising.
The company’s overall goal in partnering with a digital marketing agency was to acquire more leads. They wanted to reach a larger client base via organic and paid search rather than relying solely on referrals and past business.
Our Strategies to Generate Organic Rankings and More Qualified Leads
HubSpot Migration and Growth-Driven Design
When Southern Packaging, LP first approached us to migrate their website to HubSpot CMS (content management system) in June 2020, we noticed that several foundational inbound assets were missing from the site, including educational content and conversion points.
Thinking beyond the site migration, our aim was to generate more organic traffic and boost online leads. For that reason, we opted to redesign their entire website using a “growth-driven design” strategy, which allowed us to create new website pages in stages. We also focused on highlighting multiple product offerings that were previously not represented on the website.
After building the core website pages and adding six month’s worth of growth-driven design assets, the site totaled 24 redesigned pages — complete with brand-new content, refreshed page templates, and high-level modules.
Ongoing SEO and Inbound Marketing Efforts
By implementing a growth-driven website redesign strategy, our team first prioritized updating the core page templates, then moved into content marketing efforts and creating secondary website pages. This allowed us to launch our optimizations in stages, helping move the needle quicker.
From September 2020 to March 2021, we implemented foundational assets — including enticing image calls-to-action (CTAs), email templates for newsletters, and product notifications — and created new content with a focus on search engine optimization (SEO) and keyword-optimized blog posts.
Within six months of continuous inbound marketing efforts, we published 42 new blog posts, created gated landing pages for product brochures, and set up lead criteria for continued lead-generation efforts.
Paid Search Added to the Mix
To complement our inbound marketing efforts, in September 2021, the LAIRE team and Southern Packaging, LP made the decision to add paid advertising into the mix. This consisted of expanding their existing paid search campaigns and implementing a solid engagement strategy on LinkedIn.
The Results: Exponential Growth of Traffic and Leads
Following the launch of its redesigned website in September 2020, the addition of paid advertising in September 2021, and the still-ongoing inbound content marketing efforts, Southern Packaging, LP has seen remarkable growth.
Organic Website Traffic
With the implementation of a content marketing engagement, organic website traffic grew by approximately 594% from September 2020 to July 2023.
- September 2020 – December 2020: 355 sessions per month on average
- January 2021 – December 2021: 1,602 sessions per month on average
- January 2022 – December 2022: 2,602.83 sessions per month on average
- January 2023 – July 2023: 2,466.14 sessions per month on average
Lead Generation
- March 2021 – December 2021: 399 total new online contacts; 249 contacts from organic search
- January 2022 – December 2022: 787 total new online contacts; 401 contacts from organic search
- January 2023 – July 2023: 413 total new online contacts; 132 contacts from organic search
From 2021 to 2022, new organic search contacts grew by over 61% thanks to the introduction of new, optimized content, CTAs, and downloadable resources.
Paid Search
- September 2021 – December 2021: 791 sessions per month on average; 31 new contacts
- January 2022 – December 2022: 675.75 sessions per month on average; 125 new contacts
- January 2023 – July 2023: 728.71 sessions per month on average; 28 new contacts
Since the start of our paid campaign efforts in September 2021, Southern Packaging, LP has gained dozens of new contacts through this channel. Going forward, our optimization efforts will continue focusing on improving lead quality and decreasing the cost-per-click (CPC) during competitive seasons.
A Look Toward the Future
After seeing the tremendous success of our marketing initiatives, Southern Packaging, LP is eager to continue its partnership with LAIRE and achieve new goals.
Our next phase includes hyper-focusing on the optimization of site structure: We will hone in on creating a seamless user experience and update their blog and website with fresh, innovative content.
“Our partnership with the LAIRE team has been transformative for our company. Through their expertise and innovative strategies, we have witnessed a substantial increase in our online visibility and customer engagement, resulting in a notable boost in sales. We are very happy with the results.”
– Colin Tucker, National Sales Manager, Southern Packaging, LP
If you’re ready to start converting like an all-star — or simply want to explore how to improve your marketing processes — book a free consultation with Co-Founder and CEO Todd Laire and receive a personalized website analysis, lead generation opportunities unique to your business, and concrete ways you can start growing your revenue.
