Case Study

Growing The World’s Largest Quarry Company

About Polycor

Polycor, a leader in natural stone production, has long been recognized for its commitment to quality and innovation in the industry. As a valued client of Ultraviolet, our long-standing partnership enables us to support their initiatives effectively. For example, Polycor aimed to introduce its Alberene Soapstone products to the U.S. market with the acquisition of a new stone quarry in Schuyler, VA. This launch provided an opportunity to expand their product line and connect with new customers across the country.

Services Provided

  • Content marketing  
  • SEO
  • Email marketing
  • Social media marketing
  • Lead Generation
  • Workflows / marketing automation
Objectives


Polycor’s mission was to reactivate natural stone as a premium building material option across product categories by raising awareness of its benefits and highlighting the ease of use in a variety of residential and commercial applications for architects, designers, builders, contractors, and fabricators:

  • Increase sales qualified leads for natural stone products in specific market segments ranging from hardscapes & masonry to slabs and tiles.
  • Grow organic traffic for building materials and stone application-related search queries.
  • Develop go-to-market strategies for new product lines.
Highlights

Ultraviolet developed strategic, 360-degree, multi-channel digital marketing campaigns tailored to the launch and promotion of new and existing Polycor natural stone products. The approach included:

  • Content Creation: Craft informative blog posts and articles to educate the audience, enhance SEO rankings, and showcase the versatility of natural stone building materials.
  • SEO: Utilize keyword research and optimization to improve online visibility and attract relevant traffic.
  • Email Campaigns: Craft informative emails highlighting product features and benefits, keeping existing and potential customers informed.
  • Asset Creation: Develop digital assets mapped to specific points in the buyer’s journey, from awareness and consideration to decision stages.
  • Dedicated Landing Pages: Design focused landing pages to streamline customer inquiries and facilitate conversions.
  • Targeted Social Media: Create engaging posts and ads to boost brand awareness and drive audience engagement.
  • Grow Contact Database: Build new, segmented audience lists of professionals through form conversions.

This comprehensive strategy ensured effective communication of the product launches and maximized customer engagement.

As a long-term agency partner, Ultraviolet has had the opportunity to support the growth of the company with the following results over 10 years: 

  • 3,712% increase in organic traffic to the website as a result of content marketing
  • 19,984% increase in keywords ranking for Google’s top 100 organic search results
  • 4,427% increase in keywords ranking for page 1 in Google’s organic search results
  • 33.9% of deal value originated from the website as the first touch point, resulting in $58.8M in Closed / Won Deal Opportunities.
  • Assisted with mergers and acquisitions, go-to-market strategies, rebranding and communications planning for four new brands.
  • Launched and managed marketing automation software for five brand domains.

Polycor CAMPAIGN EXAMPLE (12-month)
objectives


Polycor sought to achieve the following objectives with the launch of their Alberene Soapstone products:

  • Increase slab sales of soapstone in new markets nationwide.
  • Rank for soapstone-related keywords to support the new product introduction.

Ultraviolet developed a strategic content marketing plan tailored to the launch of Alberene Soapstone products. The approach included:

  • Influencer marketing: partner with design influencers to highlight their use of soapstone
  • Blogging
  • Email campaigns
  • Workflows & lead generation
  • Asset Development: Lookbooks, Case Studies, Mood Boards, Infographics, How-To Guides, Videos

A successful launch with $280,000 in soapstone slab sales

The strategic efforts executed by Ultraviolet resulted in remarkable outcomes over one year:

  • $280,000 in soapstone slab product sales, showcasing the success of the launch.
  • Ranking for 54 soapstone-related keywords in the Top 10 position on Google, generating 6,020 monthly search traffic.
  • Achieving a total of 368 keywords in the Top 100 position, significantly improving online visibility.
  • Increasing website traffic to the soapstone product page by 63%, further enhancing customer engagement.

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