Tropical Foods Search Marketing Case Study

97%

Catalog Request Increase

200%

Newsletter Signup Increase

120%

Wholesale Inquiry Increase

-30%

Cost Per Lead

Client Background

Founded by Jerry York, Tropical Foods first opened its offices in Orlando, Florida and Charlotte, NC in 1977. Over the past 30+ years, Tropical Foods has expanded into Memphis, Atlanta, Washington DC and Dallas. Known as one of the top food manufacturers, importers and distributors of bulk and packaged snacks and speciality foods, Tropical Foods has become the trusted source for customer’s food industry needs. Ranging from specially formulated snack mixes to freshly roasted nuts to dried fruit to packaged candies, Tropical Foods offers over 3,000 items for clients to choose from.

The Challenge

Tropical Foods wanted to focus heavily on B2B leads in their market areas to expand brand awareness, market presence and ultimately, sales. They came to Command Partners to help achieve their marketing goal of attracting more qualified B2B leads in their market areas and to provide content and site experiences that would keep potential B2B customers on the site.

  • Attract more qualified B2B leads in their market areas.

  • Provide content and site experiences that keep potential B2B customers on the site.

Our Strategy

The Command Partners team worked together to help reach Tropical Foods’ objectives. By optimizing their WordPress website with a dedicated server and advanced caching technologies, we cut the site’s load time from over 6 seconds to 1.28 seconds on average. We built and maintained profiles amongst over a dozen industry trade groups associated with Tropical’s business. This not only generated valuable backlinks, it helped influence future content strategy and increased Tropical’s brand awareness. We submitted and verified all of Tropical Food’s warehouse and distribution centers in the US to improve their position on local search. This helped to increase local awareness of Tropical Food’s six regional warehouses.

  • Improve the onsite experience to increase engagement for visitors and provide a more consistent linking structure for the search spiders.

  • Create industry specific content such as infographics and articles to attract and inform B2B buyers.

  • Increase local awareness of Tropical Food’s six regional warehouses.

Services Provided

  • SEO - Worked to improve the onsite experience to increase engagement for visitors and provide a more consistent linking structure for the search spiders

  • Content Marketing - Created industry specific content such as infographics and articles to attract and inform B2B buyers

  • PPC -  Conducted in-depth keyword research to develop a relevant list of high-traffic industry keywords and A/B tested landing pages in order to increase traffic and maximize conversions while reducing CPC.

Results - May 2013 to May 2014 compared to May 2012 to May 2013

Utilizing a customized mix of B2B content and social media link signals, Command Partners moved the focus away from general, consumer terms such as “snacks” to more specific, business-related terms such as “wholesale snack manufacturer”.

  • Unique non-paid search visitors increased by 38%

  • Goals completed from non-paid search increased 88% overall with a:

    • 97% increase in catalog requests.

    • 45% increase in newsletter sign ups.

    • 78% increase in wholesale inquiries.

  • Our efforts also positively affected Tropical’s paid placement campaigns

    • 61% increase in catalog requests

    • Over 200% increase in newsletter sign ups.

    • 120% increase in wholesale inquiries

    • A 30% decrease in cost per lead.

    • 80% increase in paid traffic sessions

Services Rendered

Goals completed from non-paid search increased 88%, and paid placement resulted in a 120% increase in wholesale inquiries.