Alter Trading Company
Content Development for a Real Scrapper
For over 125 years, Alter Trading has built a reputation for innovation in the scrap metal industry. From their state of the art processing facilities to their corporate headquarters in St. Louis, it is a company committed to sharing the benefits of recycling responsibly with its suppliers, its consumers, and its communities.
Built on a foundation of quality, integrity, and responsibility; Alter Trading understands that managing environmental aspects is essential for continued success, especially as their company experiences rapid growth and enters new markets and communities.
Services Utilized —
The Challenge —
As one of the largest scrap metal companies in the country, Alter Trading has over 80 locations across the United States. These locations were struggling to create a cohesive message on their Facebook pages. The team at Alter knew that Facebook could be a powerful tool for creating loyal fans. They just weren't sure how to pull it off.
One of the biggest challenges is that Alter had many pages with 0 fans, no posts, and no brand consistency. With over 80 locations that needed a social presence, there was no cohesive brand strategy but the opportunity was clear. Alter could not ignore the chance to utilize social media as a chance to build both awareness and relationships with current and potential fans.
One of the biggest challenges is that Alter had many pages with 0 fans, no posts, and no brand consistency. With over 80 locations that needed a social presence, there was no cohesive brand strategy but the opportunity was clear. Alter could not ignore the chance to utilize social media as a chance to build both awareness and relationships with current and potential fans.
The Approach & Solution —
Seafoam tackled this challenge by creating a communication cadence that was simple and easy. Even the busiest yard could share ideas and see them brought to fruition on their social pages. These tactics included:
- Building a documented process for creating, editing, getting approval (from corporate and legal departments)
- Posting compelling content that was consistent with the brand, with added flair from each location
- Monitoring engagement to ensure all conversations had proper moderation while creating friendly dialog
- Reorganizing, refreshing, and redesigning existing pages to maintain consistency
- Creating new pages as needed
- Creating a balanced approach to company-wide posts and location-specific posts.
- Maintaining regular communication with both the corporate office and the various staff of over 50 locations to help inform our local strategies and posts
- Jumping in on PPC efforts to help increase the reach of our brand
- Utilizing our graphic design skills to create in person handouts to help mirror our digital efforts.
The Results —
In doing so, we were able to build a loyal and engaged following on social media that helped bolster Alter Trading’s presence in their customers’ lives as well as generate awareness in potential customers.
220%
Increase in brand followers
218%
Increase in organic reach
200%
Increase in engagement rate
