Case Study Marketing Strategy

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Background

A sewer repair company with a successful business in Calgary, Alberta, Canada, but wanted to expand to Red Deer and Edmonton. They were using Search Engine Optimization (SEO) and had a website with plenty of information for their customers to inform themselves of their innovative sewer repair techniques.

Spartan Spark was asked to streamline their marketing efforts and grow their customer base in these two new geographic areas.

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Implementation

Spartan Spark created a plan to continue to engage customers in their local city and at the same time expand to the other two cities. This plan included:

  • 90-Day Marketing Calendar with detailed information on how the marketing plan was going to be executed. The marketing plan included strategies for consistent branding in all online and offline mediums.
  • An SEO strategy was created, including content creation that would appeal to the target audience and reduce page load time to 1.5 seconds
  • Social Media Strategy included developing a database of previous clients and creating a persona for the company to target
  • Customer Retention Strategy - a long term campaign was set up to re-engage previous customers and keep providing them with valuable information
  • Referral/Testimonial Strategy - a follow-up strategy was outlined and plans put in place to set up automated and friendly emails encouraging feedback from customers

In terms of increasing traffic to the website, the client's Adwords were optimized and advanced methods for tracking analytics were implemented. The quality of his landing pages was also optimized to decrease advertising costs. The "persona" created was used to launch social media advertising and SEO was refined on a scheduled basis.

The success of Google Adwords and Display Advertising is determined by the quality of the page they are directed to. Spartan Spark's SEO algorithm and fast loading pages, if set up correctly, can actually decrease the cost of Google Advertising by increasing the page's Quality Score.

Increasing conversions were handled by creating landing pages. Specific pages were created for each advertising campaign as well as for people visiting the website organically. The landing pages were used to build the email database by nudging visitors to leave their email in exchange for a value-add document. The conversion increase included:

  • Specific calls-to-action
  • Quality content via checklists and ebooks
  • Creation of various explainer and informational videos to showcase the client's expertise
  • Multi-variate testing to increase conversions and achieve optimum results

Brand awareness affects conversions so all social media pages were optimized, including Yelp, LinkedIn, Google+, and various other industry specific pages.

Result

These efforts resulted in a significant increase in new customers in the targeted areas. With these optimizations, we were able to build a customer database from which the client could build additional trust during the research phase, as well as use to define his target market.

The ability to create various landing pages and split test the headings, the calls-to-action, the graphics, and the content allowed us to refine the marketing strategy quickly. The use of optimized analytics gave us insight into visitors' actions and preferences and we were able to make changes to reflect those, decreasing bounce rates, increasing email opt-ins, and increasing sales to the company.


Spartan Spark’s general CRM system and their entire platform was a complete game-changer for management of contacts, management of leads. Their entire system for web presence and digital marketing was why we hired them in the first place.” -Kimberley Simonson, Marketing Manager, One Eye Industries.


End to End Marketing Process

I wish I was on Page 2 of Google

The Spartan Spark Process

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