Case Study:
Murphy Logistics
Organic and paid strategies align to drive logistics company forward
+10,900%
growth in target page organic impressions
+74%
growth in overall organic clicks
+2,371%
growth in target page organic clicks
Key Strategies
- Custom Strategy
- SEO
- PPC
- Content
- Web Design & Development
- Analytics and Insights
Results
- Total ranking keyword growth
- Total organic traffic growth
- Paid media conversion growth
- Increase in total customers
The Client
Murphy Logistics, headquartered in Minnesota, stands out as a top-tier supply chain logistics firm in the Upper Midwest, catering to a diverse clientele of over 250 businesses, ranging from Fortune 500 corporations to startups. Their comprehensive services encompass warehousing, transportation, fulfillment, customized logistics, and international operations. Since their modest beginnings in 1904 with just two horses and a wagon, they have expanded to manage 15 facilities covering 4.2 million square feet of storage space, employing over 330 individuals across Minnesota, Iowa, and Missouri. As experts in 3PL, Murphy prioritizes flexibility to tailor solutions to individual business requirements, offering resourcefulness and a steadfast commitment to delivering premier warehousing and logistics services.
The Situation
Murphy Logistics had an in-house marketing manager who had done his best to manage and improve their website but was struggling to stay ahead of the competition while also balancing his other responsibilities. After recognizing the need for change, they began researching digital marketing partners to take over the development of their website improvements as well as provide direction on other areas of opportunity. After trying a few other agencies, Murphy chose to engage BizMatchery due to our familiarity with the logistics industry and past accomplishments helping similarly sized businesses grow to new levels of success.
The Solution
As is customary with all new clients, BizMatchery began the relationship with Murphy Logistics by providing a full audit and research process, which are key components of our BizBoost custom digital marketing strategy. Building on their past accomplishments, we were able to identify a growth strategy that included the addition of new pages, improved content, and proactive paid strategies. Central to their new tailored approach was the recognition that their target market consisted largely of manufacturers seeking reliable partners for both the short-term and ongoing warehousing and transportation of materials for production, as well as a growing segment that required outdoor industrial storage for weather-safe equipment and materials. Murphy, understanding the significance of overall visibility, made search engine optimization (SEO) and pay-per-click (PPC) advertising their top priorities to expand their reach and capture more of the market.
We commenced by conducting thorough keyword research to identify high-value terms and untapped opportunities they could dominate with a focused effort. Armed with this insight, we helped them develop educational and informative content that brought in many new site viewers while also serving to inform visitors of their capabilities. Their strategy involved optimizing on-page SEO elements like meta tags, headers, and image alt texts, all with content meticulously aligned with their target keyword strategy. Recognizing the need to fill gaps in their content, we implemented a plan to create additional service pages and supporting blog articles, ensuring comprehensive coverage of their offerings.
Seeking expedited results, Murphy Warehouse Company also capitalized on paid media to amplify their visibility. Compelling ads highlighting their services attracted attention and directed traffic back to their website while also generating immediate phone calls and sales conversations. As paid and organic traffic increased, so did business opportunities. With a consistent influx of visitors engaging with their website, Murphy successfully converted new prospects into leads and customers as their enhanced online presence demonstrated expertise and attracted more prospective clients. This growth has allowed Murphy to further expand its reach by securing additional warehouse space and adding new service offerings, all helping to solidify its position as a logistics and warehousing leader in the Midwest.
The Results
With massive growth in overall site exposure, Murphy Logistics has been able to significantly grow its count of sales conversations. The addition of key pages and high-value keywords has led more visitors to their site and opened up more conversations for new services, such as industrial outdoor storage and contract warehousing. Murphy has also experienced a surge in key industries for which they have established expertise, namely medical, food and beverage, industrial, and consumer goods.
Through ongoing paid and organic marketing efforts, they continue to see an increase in site exposure and visitors, all while further entrenching themselves as the go-to provider for Midwest warehousing and logistics.
Some of the highlights of their performance include the following metrics:
- +44% growth in overall organic impressions
- +74% growth in overall organic clicks
- +10,899% growth in key service page organic impressions
- +2,371% growth in key service page organic clicks
Additional Insights
With BizMatchery on their side, Murphy Logistics has been able to add a new marketing person to their team. They have added additional warehousing space and are seeking to further grow into new territories and verticals. Even through their business evolution, we have been able to keep them on top of search results pages and at the forefront of their industry.
BizMatchery is an SMB digital marketing agency that creates custom digital marketing strategies to grow businesses organically and sustainably. Custom digital marketing strategies provide a business with the benefits of targeted approaches, cost-effectiveness, increased brand visibility, data-driven decision-making, enhanced customer engagement, flexibility, adaptability, and measurable results. By utilizing customized strategies, businesses can flourish in the constantly changing digital environment, successfully connect with their target audience, and accomplish their goals. Schedule a call to learn more.
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