Case Study: How We helped Tom Drexler Double Revenue
Our partners are exploring ways to increase service appointments and increase revenue through specific challenges outlined below:
Issue#1: New Markets
Establishing brand recognition in new markets is incredibily challenging and expensive, so that’s where we started
Issue#2: Securing Market Share
Maintaining market share while entering new markets without diluting budgets.
Issue#3: Low Lead Count
In order to generate enough revenue to fund the expansion lead counts would need a significant boost.
Issue#4: Competitive Strategy
Identifying new competitors, estab-lishing benchmarks and strategies on how to outperform competitors.
Marketing Target
Our goal was to dramatically increase all levels of traffic from direct, organic, referral and paid sources to specials pages and general site traffic.
- In-Market Homeowners: Although this is an easy market to identify it is also extremely competitive. Isolating customers that are ready to schedule an appointment can be more challenging.
- New Target Markets:In-Market homeowners that were in need of additional services including plumbing, heating, and cooling as well as electric work.
There are several thousand searches each day for specific home services. Many times, these customers are in immediate need while others are planning for work in the future. Being able to market to each audience, depending on the nature of their need, is critical to achieve the gains we were looking for.
The Strategy
In order to enter new markets while maintaining existing market share, we determined that multi-tiered approach would work best where we improved lead count through a multi-channel approach to deliver targeted ads to specific customers.
- Campaign Structure: Each paid search and display campaign was carefully constructed to ensure every possible service would be included for the new markets. This included both immediate need and planned projects.
- Landing Pages: Our highly efficient landing pages improve click-through rates on paid marketing traffic directed to specific coupons. Each coupon landing page has correlated keyword groups to ensure high-quality scores and conversion rates.
- Aggressive Bid Strategy: Initiating the campaigns with aggressive bid strategies helps ensure quick results and has helped us identify which keywords and campaign structures would be top performers.
- Reporting & Improvement: Once the top performers were identified, our custom reporting tools provided the insights that enabled us to optimize our big strategy moving forward.
Results
Tom Drexler is one of our most successful case studies to date. Despite the COVID-19 pandemic and all the market forces coming to bear down on us during that time we were able to achieve amazing results. In a very short period of time, we were able to generate a siginificant increase in lead count while dramatically reducing the percentage of revenue spent on marketing.
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