Adding value through service and innovation
Darling Ingredients and DAR PRO Solutions make the world better by converting used cooking oil from restaurants and grocery stores into renewable resources and biofuels. When the company faced a challenge - being visible when customers need their used cooking oil removed - Investis Digital was there to help. We applied our performance media and digital marketing expertise to help our client be more visible in the digital world, on all devices, on demand, 24/7.
Services Provided
- SEO Strategy
- On-Page SEO
- Off-Page SEO
- Local SEO
- Paid Search Advertising
- Paid Social Advertising
The challenge
Top of mind at the right time
Removing used cooking oil is the last thing supermarket and restaurant owners want to think about. Although these businesses intend to remove waste in a sustainable manner, doing so is not always a high priority– until they have a problem.. Then it becomes crucial that a removal service that also recycles waste materials is conveniently easy to find.
The solution
Activating digital channels for maximum presence
DAR PRO Solutions needed to be visible on all digital channels for maximum presence at the right time. For search, visibility included a strategic mix of on-page SEO for solutions and location pages, management of local SEO and directory listings, off-page SEO link building, and paid search advertising around specific geo-areas. Google My Business, now with service area support, provided a great way to connect a specific geographic area designation with the closest local service option.
With industry-leading service and support, DAR PRO Solutions is the right company to do the job. But their traditional door-to-door direct sales tactics were outdated, inefficient, and kept them from being visible when businesses needed their services. So they turned to digital marketing, to place them where their potential customers could find them.
"In 2014, our company, Darling Ingredients, made acquisitions that expanded our operations globally. As a result, we fully rebranded how we went to market. One of the brands the company rolled out was DAR PRO Solutions, which included our U.S. restaurant services group. DAR PRO Solutions picks up used cooking oil and meat by-products from food establishments and processes it into animal feed ingredients, biofuel, and other sustainable products. The rebrand created a new website and URL for DAR PRO. At the time, we were taking no efforts to optimize our website or do any digital marketing. We were in a very competitive market and realized we needed to join the digital world and speak to our customers in the manner they were communicating. We hired Zog (now Investis Digitial) to get us there. In the past 2+ years, web traffic has increased dramatically and, more important, so have the calls to our office. We have been able to maximize our efforts on the street by fueling inside sales efforts with effective digital marketing while growing our bottom line."
The outcome
DAR PRO is now the leading example of how a traditionally offline industry can succeed with digital
Our strategies helped DAR PRO Solutions not only offset cost, but also fuel growth. Results include:
additional “discovery searches” per month
peak increase in Google My Business actions
increase in goal conversions with paid search
new Page 1 search rankings year over year
year-over-year increase in organic traffic during peak season
conversion rate increase with paid search