Global Fastener News

Industrial fastener distributor Suburban Bolt and Supply was recognized in Google’s annual economic report, according to 9&10News.com.

The Michigan business recently started expanding their reach using Google technology, which caught the attention of the tech giant. They were the only business in Michigan to be recognized in the report.

“We’re so excited because we’re a small business and we’re really able to just to capture this audience that we haven’t been able to capture before,” stated Suburban Bolt marketing director Nikki Gordon. “The fact that we’re the only business in Michigan that they’re recognizing this year is pretty exciting for us.”

The company recently started using Google Ad’s and Analytics, leading to dozens of new customers and half their web traffic, 9&10News.com reports.

“Today, Google Ads accounts for about 40% of the company’s website traffic,” Google wrote in its annual report.

According to Gordon, search campaigns generated 1,300 leads that resulted in 126 new customers.

“Having established a successful digital strategy, Suburban Bolt and Supply plans to reinstate e-commerce sales in the near future,” Google added.

“We also use Google My Business which allows us to see every phone call, every search, and even our busy times like foot traffic when they’re coming in at each of our locations,” Gordon said. “We’ve been able to generate a number of new customers, and we’ve been able to do that in ways we’ve never been able to before.

“So instead of doing a strong outbound strategy where we’re sending our sales team on cold calls, which we do, instead of just doing that we’re able to utilize an inbound strategy and get in front of those customers.”

It’s also helped grow the reach of their northern Michigan operation and the company plans to roll out a new website in the near future.

“We know there’s been a huge industrial boom in northern Michigan and so our goal is really to capture that and just help it grow,” said Gordon.

Founded in 1971, Suburban Bolt & Supply is a family, veteran-owned and operated business employing 74 workers to supply fasteners, cutting tools, abrasives, PVF, shop supplies, and safety products, with locations in Roseville, Port Huron and Grayling. Web: SuburbanBolt.com