GroundSmart Rubber Mulch Digital Marketing Case Study

Case Study


Industry: Retail, Manufacturing, E-Commerce

Solutions:PPC, SEO, Email Marketing, Social Media

Increase in site traffic (2018 and 2019 vs 2016 and 2017)
Increase in website transactions
Keywords ranked on first page of Google
Leads generated via online marketing (2018 and 2019)

The Client

B2B Manufacturer & Online Retailer

As part of North America’s largest tire recycling company, GroundSmart™ is the industry’s leading manufacturer of rubber mulch products for residential, commercial, and military markets.

In 2016, GroundSmart Rubber Mulch approached Atomic Design and Consulting to improve their online sales, lead generation, and overall brand awareness in a competitive outdoor products market. Our team produced results for GroundSmart for two years and in 2020 the company was merged with another rubber mulch manufacturer and shifted focus from direct-to-consumer to retailer dependence.

ground smart rubber mulch logo

The Problem

Weak Positioning Online

In 2017, the core marketing objective of GroundSmart Rubber Mulch was to be the authoritative resource on the internet for rubber mulch. The authority was evident through the company leadership in safety standard metrics and research. Also, the parent company (Liberty Tire, LLC) is the largest tire recycler in North America.

However, their website was working against them.

groundsmart rubber mulch calculator

The Solution

Improve, Target, Convert

GroundSmart Mulch was going through all the motions when they came to Atomic. Social, email, and website sales. However, they weren’t driving a ton of traffic and conversions (online sales and leads) were alarmingly minimal. The first thing Atomic did was conduct a comprehensive audit of the company’s sales and marketing efforts – everything from conducting an automated and manual audit of the website to a full competitor shakedown.

From this review we recommended and implemented the following actions:

Google Adwords
Email Marketing
Web Design
Social Media

The Results

Marketing-Driven Lead Generation

Less than a year after partnering with Atomic, GroundSmart’s website went from a below average channel to a sales and lead generating machine. Here’s a few of our tactics:

  • Optimization of website and resolution of over 400 SEO errors
  • Implemented custom rubber mulch calculator to drive users to retailers, to buy on the website, and/or to request bulk quote requests
  • Creation of the GroundSmart blog, with content supplemented by Atomic’s team of writers
  • Creation of offers, landing pages, thank you pages, and conversion paths
  • Segmented lead nurturing workflows and marketing automation based on smart data

GroundSmart generated approximately 852 bulk order quotes in 2019 with an attribution solely to SEO and PPC efforts. Prior to 2018 and 2019, GroundSmart would see a quarter of that in online lead generation.

All of these successes yielded the must impressive result: GroundSmart’s parent company acquired another rubber mulch company and will be capturing more of the rubber mulch market. However, moving into 2020 GroundSmart’s new mulch division elected to focus solely on in-store and tradeshow marketing to generate leads and drive revenue. Since making this transition, has seen a 83% reduction in site traffic January – May 2020 compared to 2019 time period.

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