CHALLENGE
Boost paid search to attract more cross-selling opportunities and increase appointments.
A leading home and facilities services company, generating over $300 million annually, wanted to level up their digital marketing game to bring in new customers and grow their business.
DISCOVERY
Homeowners and facilities owners/managers have specific needs at specific times. Unless these needs are mentioned, service personnel cannot address them.
- Seasonal trends for certain services.
- Timely upselling opportunities were not being leveraged.
- Cost of marketing was not tied to acquisition nor optimized in real time.
SOLUTIONS
TruStar Marketing designed and implemented a plan based on identifying new opportunities and ways to fine-tune the website and on-site customer interactions.
- Overhauled digital marketing by segmenting service lines and adding geo-fencing and competitive-smart strategies.
- Discovered unrealized opportunities that led to new keyword search categories; reframed searches to deliver the greatest lead source, along with the ability to set appointments quickly.
- Created a dynamic mobile landing page system customized to users’ searches.
- Linked data from AdWords to the landing page engine.
- Introduced automated workflows.
SUCCESS
Increased inquiries across a broader range of services and more appointments at a lower cost of acquisition.
- Reduced the average cost per qualified lead from $36 to under $10.
- Increased sustained conversion (on calls and chats) by 34%.
- Increased quality score in AdWords ranking display ads higher at a lower cost.