HGR Industrial Surplus case study: Content marketing impacts organic SEO

Search engine optimization chart including link building

Ever wonder about the marketing value of a blog post for a company and how it can impact sales? Well, read on! Here’s just one example:

Bryan Korecz, HGR’s inbound logistics manager, received a request from one of our trucking companies. They, along with Ace Doran and Bennett International Group, were hosting their Third-Annual Driver Appreciation Day on Sept. 16 at A&H’s facility, 8500 Clinton Road, Brooklyn, Ohio. They were asking for a giveaway donation with HGR’s logo on it. The request was forwarded to the Marketing Department for fulfillment.

I contacted Andrea Cegledy, logistics manager at A&H. We provided them with 50 plastic folder/clipboards with HGR’s logo to be included in a duffel bag that A&H was giving to each driver. Andrea also invited me to the event so that I could blog about it here.

But, it didn’t stop there. I shared the post via Facebook and Twitter with A&H, Ace Doran and Bennett International Group (A&H is a subsidiary of those two larger companies). They all shared the post on their Facebook and Twitter accounts. We got new views, likes and followers from getting in front of their followers, who are exactly the demographic of HGR’s customers.

Then, I contacted all three companies and asked about backlinking from their websites to the blog post (basically, hosting a link on their websites to the blog on our website). A&H and Bennett did so. And, I linked from my blog to their websites to help with their organic SEO efforts.

Bennett is a global transportation company.  Its domain authority (DA) is 36. DA is a search engine ranking tool that awards a score of 1-100 based on three factors: age of the website, popularity and size. Our goal is to increase our DA, which was, as of Oct. 3, 30 by backlinking to our site from companies with higher DA. If we increase our DA, it will improve our site’s search engine optimization (SEO) so that we are found more easily and higher up on the page in a Google search for content that resides within our site, including key words and topics in our blog.

In addition to positively impacting our organic (unpaid) SEO efforts and our ranking, we get in front of potential new customers who will see our website, become aware of us, if they weren’t already or be reminded of us if they were aware, and, potentially, create new customers. Win-win!

 

A&H Trucking hosts third-annual Driver Appreciation Day

Ice cream truck at A&H Trucking Driver Appreciation Day

Ever wonder how all the amazing items in HGR’s showroom get here? We don’t have our own big rigs, but we work with a number of riggers and trucking companies to make it all happen, from enclosed trailers and flatbeds to step decks. One of those companies is A&H Trucking, Parts & Repair, Brooklyn, Ohio. According to Bryan Korecz, HGR’s inbound logistics manager, “Anything we need, they usually have. They do a lot of the local stuff we buy and, occasionally, ship out items that we sell.”

On Sept. 16 from 12 to 4 p.m., A&H and Ace Doran Hauling & Rigging hosted its third-annual Driver Appreciation Day as part of National Driver Appreciation Week. About 40 drivers plus more than 30 customers, vendors and industry relationships (like HGR) stop in to have lunch provided by Famous Dave’s BBQ and an ice cream truck, play some cornhole and feel the love. Many of the vendors and industry contacts donate items for raffles and giveaways. The money raised in the raffle goes into a driver relief fund.

A&H was started by Bob Abernethy (now deceased) and Bill Hoag in 1981. At that time, the company did not own any of its trucks and used all owner-operator rigs. Now, A&H has 22 company trucks, uses 20 owner-operators, has a full-service truck repair shop and is a Vanguard trailer and tractor parts distributor. Its drivers are required to attend two safety meetings each year. The company is an agent for Ace Doran Hauling & Rigging in order to leverage a larger company’s safety, billing department, and insurance claims processing resources. It’s a family-owned-and-run enterprise. And, it feels like family.

I sat at a table with one of the company’s retired drivers who had a trucking accident a little over a year ago. While he was recovering, Bill took him and his family to dinner, checked on him and continues to invite him back to this event even though he’s no longer driving. This was the kind of event where you felt like you knew everyone and made friends with people who share common interests. I own a retired Thoroughbred racehorse. This driver’s dad used to breed and train Standardbreds at Northfield Park. A sales rep at Rush Truck Centers breeds and trains Thoroughbreds and races them at Thistledown. We may go on a trail ride!

And, like a lot of businesses that I run across, A&H happens to be a customer of HGR. Many items in its facility have come from our showroom, including its shelving units. HGR started working with A&H just three years ago when the company partnered with one of our carriers. They inherited us and have continued to do a great job.

Thanks A&H for trucking our equipment, inviting us to your event and for introducing me to new friends.

Owner Bill Hoag of A&H Trucking at Driver Appreciation Day
A&H Trucking’s Owner Bill Hoag on the right in the striped shirt