A well executed full service marketing plan

THE SOLUTION

A tailored marketing strategy that adapts to the client’s needs.

A brief history of our marketing partnership

At the onset of the relationship, the goal was increased leads. At the time, the client was struggling as a result of the economic downturn and hoped to use online advertising to generate leads. The focus was on pay-per-click (PPC) advertising, using geo-specific targeting to penetrate his local market. PPC advertising, in combination with SEO marketing efforts, led to successfully hitting lead goals and increasing website traffic.

In the second year of the relationship, with leads on the rise, the client trusted us to continue working with them to achieve their marketing goals over the next few years. We developed a new website with a focus on using the most current search engine optimization tactics.

The client’s monthly marketing plan included a variety of components: press releases, email marketing, SEO updates, social media publishing, and online reputation management. We also built experimentation efforts into the client’s plan as a proactive way to push the envelope and find new platforms and tactics that got results.

Leveraging content to support continued growth

Our most recent efforts for the client have been focused on their current goal of continued growth. They wanted to be known as the best company in the business and dominate their market.

We implemented a strategy that involved a heavy focus on the content marketing approach. Content marketing aims to generate traffic and leads organically rather than through paid advertisements. The goal is to create useful content that addresses the pain points of potential customers. That content is optimized so the right people find it when using a search engine to look for solutions. Content marketing can establish your expertise in your industry, making it a good choice for this client’s aggressive goals. We also used content to engage the audience year-round. Though the client’s business is known to be seasonal, they can provide installation as long as the ground isn’t frozen, so our efforts helped to extend their busy season.

Blogging

We launched a redesigned blog and started writing and publishing articles. The topics of the posts are based on our research of what appeals to the target audience as well as keyword research. We use Google Analytics to examine the performance of the blog, and we modify our content strategy accordingly, creating more content that focuses on successful blog topics.

Website redesign with eCommerce

Website design trends, the way people use websites, and the way Google displays websites in search results are variables that change often. Based on findings from user experience testing data and today’s best practices for SEO, the most recent redesign of the website incorporates new features and designs to maximize engagement and conversion—for both installation requests and online purchases.

eGuides, infographics, and more

We create eGuides, infographics, and other types of digital content relevant to the client’s target audience. These pieces range from written and visual “how to” guides to comparison charts to entertaining stories. Relevant premium content is promoted via call-to-action buttons on blog posts. Premium content is typically gated behind a contact form, creating an opportunity to capture leads.

Social Media

To promote content and build greater public awareness of our client in his local market, we manage social media platforms like Facebook, Twitter, Snapchat, Pinterest, and Houzz.

Paid Advertising

We’ve continued our efforts with location-targeted campaigns in Adwords. We also promote content by running graphical campaigns on relevant websites and paid ads on social media.

Lead Nurturing

Our email workflows are designed to keep prospects engaged with our client, and help them in their decision-making process. The emails share helpful information and tips. We also remarket to existing customers to further their awareness of all our client has to offer.