Branding & Growth for an International Manufacturing & Trading Operation
Lyrba USA, founded in 2011 and based in Conroe, Texas, is a trader and manufacturer of recycled materials specializing in PET and rPET sheets.
As they entered PET sheet manufacturing, unlike their well-established PET flakes business, they needed to build brand recognition.
The Challenge
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Low awareness in a competitive, niche B2B segment
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Highly technical buyers with long sales cycles
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Need to generate demand without compromising credibility
Growth Approach
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Website-led growth as the central credibility and demand hub
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Organic, LinkedIn-first distribution strategy
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Education-led demand generation
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High-touch, customized assets for key prospects
The Strategy
Clear communication of plant capabilities and reliability
Educational content for thermoforming buyers
Account-based commercial and sales assets
What We Delivered
Website
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Full PET sheet portfolio clearly structured
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Educational blog driving qualified organic traffic
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Unified visual system reflecting sustainability
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Scalable foundation for long-term growth
LinkedIn & Content Strategy
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Education-led content for technical buyers
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Short-form videos highlighting PET sheet features
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On-site photography reinforcing credibility
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Selective sales content without over-promotion
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Consistent cadence supporting demand generation
Plant Photography & Video
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Professional photo and video production
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Drone and on-site footage of machinery and processes
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Clear visual proof of scale and quality
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Multi-channel assets for digital and sales use
Commercial Assets
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Product sheets explaining features and applications
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Sales decks supporting enterprise pitches
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Materials for events, partners, and outreach
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Alignment between marketing and sales tools
Results
200K+
organic impressions on LinkedIn in a highly niche market.
Integrated brand presence
across Website, LinkedIn, and Events
17%
engagement rate, above industry average.
50% of opportunities
attributed to digital and event channels.