Socialable has helped Martin Ross become one of the competitive players in the Salford sash window industry. When they engaged Socialable, they were struggling with generating leads. They needed an affordable way of creating leads that could ensure sustainable growth. The problem they encountered was high costs per lead vs low conversion rates.
The campaign they initiated to draw targeted organic leads in Salford was unsuccessful, and their competition was winning. They decided to take immediate action on noticing their falling search engine ranking. The leads they received were the wrong targeted group. Martin Ross’s strong online presence failed to produce significant engagement amongst its audience in Salford.
After consulting with Martin Ross, Sociable decided to perform a forensic analysis of its online presence from the scratch. We also analyzed the buyer behavior of Martin Ross’s target audience. We performed a re-assessment of their online marketing campaigns.
Since Martin Ross already had a strong social media presence, we were able to “listen” and understand their customers using some of our social listening tools and analytics, coupled with the skills we have perfected over the years. Our methods have always focused on the customer since we began lead generation services in Salford. We spend more time studying our client’s customers and understanding their preferences and needs. It’s a combination of art and science borne from investing in experimental techniques throughout the years.
We used this marketing technique for Martin Ross to make them one of the leading players in Salford. One of the findings we made was Martin Ross’s email campaign and website hadn’t changed despite the evolution of their audience’s demographics and buying preferences. Because of their weak customer engagement, Martin Ross competitors were taking advantage of the gaps to win the online market with unique offerings. Our carefully targeted approach spiked up Martin Ross conversion rates by 103% and reduced average costs per lead by 53%, improving engagement across relevant channels. Below are a few of them –
Revamp of the Sash Windows Salford Webpage
Our first task was to change the website design significantly. The current USP and call-to-actions were not as well-positioned and persuasive as it should be, even though our analysis showed that most of the visitors landed on the homepage. Socialable’s marketing team also advised Martin Ross to re-design their landing page to focus on how their product would help their customer for more effective results.
We developed a demo video on the website teaching customers how to assess quality sash windows. By using keywords the our target customer would relate to and linking it with a call-to-action, we targeted the video at prospective customers searching for specific sash windows. A considerable number of Martin Ross target audience found our video appealing.
Martin Ross’s Sash Windows Marketing Strategy
At Socialable, we believe effective marketing should be straightforward. We have built a method that seeks to know more about our target audience than most people. We used the same principles to guide our intervention. We started by creating a marketing plan after consulting with Martin Ross.
The contents of the marketing plan included a schedule of activities with SMART goals and project coordinators. An ultimate goal was tied to various campaigns, each with a unifying theme. We also checked the response. For instance, we re-designed the pay-per-click campaign that targeted prospects in Salford.
Then we used two different landing pages A/B to test the incoming traffic from the PPC campaign. We also continued to engage and track the leads generated from a new email campaign. Our policy at Socialable is to employ a universal marketing approach and these examples are a glimpse into the strategies we used to redefine Martin Ross’s business.
Search Engine Optimisation Tweaks
We carried out on-site and off-site search engine optimization on behalf of Martin Ross. Because of its volatile nature, we kept a close eye on SEO trends and adjust to changes in performance. Our experience over the years of helping clients get to the first page of Google put us ahead of the game. We found new long-tail keywords through research. Martin Ross site received more web visitors and credible backlinks from the quality content our influencer contacts were happy to share among their large audience groups.
Martin Ross Sash Window Branding Activity in Salford
We were always consulting with Martin Ross and making sure we stay true to the brand in all aspects. All marketing messages relayed the right brand image and voice, reaching a significant number of audience.
Sash Window Promotion for Martin Ross
Using a controlled budget approach, we organized effective promotional campaigns across various platforms which included paid search marketing, social media outreach and conversion optimization. Eventually, we were able to start generating leads and sales from online campaigns at a cost that Martin Ross found impressive, and we were able to scale up promotion across channels. We observed a significant increase of 110% in leads-to-sales conversion, and a 73% leads spike as a result of the re-designed landing page.
Martin Ross Sash Window Lead Generation
Martin Ross has continued to experience positive lead generation from various channels, since we began managing their account. Apart from building strong engagement on social media, Martin Ross can now get very good referrals and highly-qualified leads. Leads from organic traffic are also well-targeted and better-converting.
Martin Ross says it has never had a better return on investment on its marketing dollars. For some of the longtail keywords we targeted, Martin Ross is already on the front page of search engines, bringing in qualified organic leads. We consistently implement the content strategy we created for Martin Ross by curating engaging and relevant content that positions Martin Ross as a popular player in the Sash window industry in Salford and bringing in leads due to its high ranking on Google result page. We keep adapting and optimizing the various pages because you can never be stagnant in this industry or you lag behind.
Our marketing efforts enabled Martin Ross generate significant profits by increasing the sale of its sash windows at lower costs per lead. Our simple, yet detailed and effective marketing campaigns, have helped many companies including Martin Ross to significantly boost profitability. We pride ourselves in our pool of experienced talents, capable of taking any business to the next level. We can deliver meaningful leads that convert to sales for your business.
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