Zeeland Lumber & Supply

Zeeland Lumber & Supply is a lumber and materials company supplying professional builders and homeowners alike. They came to Evenbound more than a year ago to help improve their position in both consumer and professional markets, develop a clear marketing strategy, generate better leads, and learn how to close them efficiently. We’d used the first part of our partnership to set goals and build a foundation for success. Now, with a solid website and sales process in place, it was time to start marketing for growth.

At the start of 2020, we set goals to grow Zeeland Lumber & Supply’s web traffic to 10k visitors per month, and increase their lead generation to 62 new contacts per month. What followed was a marketing strategy designed to reach those SMART growth goals.

Developing a Full-Scale Marketing Strategy on a New Platform, in the Middle of a Pandemic

As with any project, when we started our work with Zeeland Lumber & Supply in Q2, we had a few challenges to overcome.

Targeted Content Strategy, Lead-Capturing HubSpot Tools, and Timely Sales Training

We already had a platform to build from and goals to work towards. In the initial stages of our partnership, we’d identified buyer personas, but we needed to draw in more of the right traffic, and convert those qualified visitors into leads. Here’s a look at a few of the key tactics we used to reach Zeeland Lumber & Supply’s traffic and contact goals in Q2:

Throughout our Q2 efforts, we worked with the Zeeland Lumber & Supply team to implement a variety of HubSpot tools that would help them reach their traffic and contact goals, eventually turning those contacts into sales. Here’s a quick synopsis of the HubSpot tools used in our marketing strategy:

Qualified traffic, leads, and contacts exceeding our yearly goals.

In Q2 alone, Zeeland Lumber & Supply saw a 70% increase in form submissions, 446 new contacts, and traffic skyrocketing to more than 13,000 sessions per month on average. 

Our work with the Zeeland Lumber & Supply team this quarter boosted their traffic and lead conversion numbers beyond their goals, despite the global pandemic. Our content marketing strategy worked to deliver a massive increase in traffic — well over their yearly goal of 10k sessions. 

With more of the right traffic now surging in, Zeeland Lumber & Supply’s forms delivered 70% more submissions this quarter and have an average conversion rate above 7%. That tells us our forms are offering qualified visitors the information and the connection opportunities they want, at exactly the right time, converting them into leads for our client. This quarter alone, we’ve converted 446 contacts, surpassing Zeeland Lumber & Supply’s 2020 yearly goal of 62 new contacts per month by progressively more contacts each month.

Enabling the Sales Team to Close All the Leads in a Full Pipeline

The Zeeland Lumber & Supply sales pipeline is now chock full of qualified leads. At the time that we’re writing this case study, Michigan has begun to allow non-essential construction. Our next project with Zeeland Lumber & Supply will be helping their sales team close all of the qualified leads they now have sitting in that sales pipeline. Here’s what our client had to say: