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CASE STUDY :: National Metal Fabricators
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"Our fabricating business received more than $225,000 in new business from the Internet over 2007. Whoast's approach to our company's Web marketing is definitely working."
Tom Bonine, President, National Metal Fabricators
~ Tom Bonine, President, National Metal Fabricators
With a rich history that dates back to March 17, 1944, National Metal Fabricators (NMF) is a Chicago industrial staple. This third generation, family-owned company manufactures angle rings, sheet metal and bar mills for a variety of industries ranging from construction, automotive, locomotive, and conveying, to amusement parks, agriculture and refrigeration. Needless to say, National Metal Fabricators is an integral, although not always visible, part of everyday life.
The Challenge: No Hits, Just Misses
At National Metal Fabricators, people wear multiple hats. "I really don't have a title – I just do what needs to be done,"states Jim Slater of NMF. Prospects easily found NMF for one of their products – angle rings – due to its specialty. But for other products such as sheet metal fabrication, they were lost in the crowd. National Metal Fabricators knew that there were prospects on the Web searching for their services locally and nationally but just didn't know how to get them to their Web site.
In charge of NMF's web site, Jim was looking into Pay-Per-Click and Search Engine Optimization solutions, and realized time was going to be the biggest issue. "To do this right, you have to invest the time,"he continued. "We were registered with another on-line service that produced next to nothing. I needed a solution that would drive prospects to our site."
The Solution: Making it Easy
Whoast developed a custom PPC campaign to target local Chicagoland prospects as well as national prospects searching for a company to handle their sheet metal fabrication, bar milling and angle ring needs.
Whoast developed a list of keywords and keyword combinations – including commonly misspelled words – as part of their overall solution to NMF. "They still find us, even if they mistype a word. We never would have thought of that strategy without Whoast,"notes Jim.
The Benefits: High Quality Leads
In one month, the number of incoming requests for quotes tripled through NMF's web site. "We've received quotes from all over, and the quality of the quotes is a lot better,"remarks Jim. "The leads just keep coming in."
Since the launch of the PPC campaigns, the leads and quotes have doubled, the Web site statistics have tripled and they continue to realize a true return on their investment.
Web Site: http://www.nmfrings.com
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