Socialable has helped Betty Scott become one of the competitive players in the Rochester sash window industry. When they engaged Socialable, they were struggling with generating leads. To grow and remain sustainable, they needed to generate leads in a cost-effective manner. The problem they encountered was high costs per lead vs low conversion rates.
They initiated a campaign they hoped would help them achieve targeted organic leads, but their competitors remained ahead. They decided to take immediate action on noticing their falling search engine ranking. They got leads from a different target market. There was no doubt that Betty Scott had a strong online presence, but their visitors were just not taking any steps to engage with their company.
After consulting with Betty Scott, Sociable decided to perform a forensic analysis of its online presence from the scratch. We also took our time and studied the buyer persona of Betty Scott. We performed a re-assessment of their online marketing campaigns.
Since Betty Scott 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. Ever since we started offering lead generation services in Rochester , our approach has always been customer-centric. 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.
That is what we did for Betty Scott to help it become a major player in Rochester. One thing we noticed is that Betty Scott demographics and customer preferences had changed slightly but they hadn’t changed their website and email campaign to keep pace with the change. Due to Betty Scott poor engagement strategies, their competitors were able to stay ahead with better online campaigns and communication strategies. Our carefully targeted approach spiked up Betty Scott conversion rates by 103% and reduced average costs per lead by 53%, improving engagement across relevant channels. We developed the following channels for Betty Scott –
The first thing we did was redesign the website completely. 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. Our team also suggested Betty Scott recreate their landing page to be more relevant to their marketed products.
We created a guide and encouraged customers to watch a video that gave them tips on how to assess sash windows. We linked the video with a call-to-action button aimed at potential customers who were looking for a particular sash window, using their preferred keywords. A wide audience of our Betty Scott’s prospects liked the offer that we created.
Betty Scott’s Sash Windows Marketing Strategy
At Socialable, we believe effective marketing should be straightforward. Our approach is to develop an in-depth understanding of the target market where others stop. Our intervention was guided by these same principles. We wrote a marketing plan after a meeting with Betty Scott.
Our comprehensive marketing plan contained actions, including objectives and individuals responsible at each stage. An ultimate goal was tied to various campaigns, each with a unifying theme. We also tracked response. For instance, our online marketing team re-did the pay-per-click campaign directed at Rochester customers.
We designed two landing pages and A/B tested them with the traffic generated from the PPC campaign. Furthermore, we built an email campaign that helped us in consistently nurturing and educating the leads. When it comes to marketing, Socialable follows a holistic approach and these are some of the work and processes we follow to make Betty Scott profitable.
Search Engine Marketing
For Betty Scott, we performed search engine optimization, including off-site and on-site optimizations. Because of its volatile nature, we kept a close eye on SEO trends and adjust to changes in performance. Over the years, we have helped our clients maintain the first page position on Google and it has grown our reputation. We found new long-tail keywords through research. We began targeting, and our links with high influencers put us in a position to create quality content they were delighted to share with their readers, gaining valuable backlinks while bringing a new stream of visitors.
Sash Windows Branding Process in Rochester
Our strategies were consistent with Betty Scott’s brand identity because of our regular communications. We ensured that the brand’s image and voice were maintained in all marketing copies by amplifying the brand’s reach.
Betty Scott’s Sash Window Promotion
We ran promotions across various platforms online, especially through paid search pay-per-click and social media pay-per-click with a limited budget, while we fine-tuned and optimized conversion. Before long we were generating leads and making sales conversions online at reasonable cost margins which we boosted with promotions across other platforms. 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.
Betty Scott Sash Window Lead Generation
Ever since we took over, online lead generation has been boosted on multiple platforms. Apart from building strong engagement on social media, Betty Scott can now get very good referrals and highly-qualified leads. Based on improved conversion rates and specific targeting, leads from organic traffic are more valuable now.
Betty Scott says it has never had a better return on investment on its marketing dollars. For some of the longtail keywords we targeted, Betty Scott is already on the front page of search engines, bringing in qualified organic leads. We continue to implement the content strategy we developed for Betty Scott by creating relevant and engaging content that not only brings in leads and helps Betty Scott rank higher on Google, but also positions Betty Scott as a leader in the field of Sash windows in Rochester. We keep adapting and optimizing the various pages because you can never be stagnant in this industry or you lag behind.
The bottom line is that our services helped Betty Scott to sell more sash windows at a fraction of the previous marketing cost, significantly boosting profitability. Betty Scott is one of the many companies we have helped significantly boost profit through our simple but detailed and effective marketing campaigns. A lot of companies have gained much from our experience and the talent in our team. We have the ability to help your company get best quality leads that converts.
Give us a call today and get started
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