Case Study
Innovative Roofing
- A complete digital strategy that doubled Innovative Roofing’s business in three years
Business Challenge
Innovative Roofing wanted growth. They had been serving the South Florida market for 5 years and enjoyed an excellent reputation providing competitively-priced commercial and residential roofing services. But, they did not have a high-performing website nor did they have a digital marketing strategy. Their challenge for SMDigital was to generate more clients, cost-effectively and position Innovative Roofing as the number one roofing company in the South Florida market.
Tactical Highlights
- Competitive analysis of all established South Florida roofing contractors, including SEO rankings, pay-per-click spend, social media presence, website performance analysis, and customer journey experience (phone and web)
- Created dynamic digital strategy including PPC, SEO, SEOLocal, Social Media and a new conversion-oriented, responsive website design to get the phone to ring.
- Launched Google and Bing pay-per-click campaign assets including text ads, banner ads, keywords, dynamic landing pages with product-related content.
- Implementation of reporting tools made available to both the SEM team and the Company’s sales team, produced weekly and discussed monthly with Executive management
- Implementation of precise tracking systems to obtain relevant metrics for post analysis and future business intelligence.
Performance Metrics
- Social media followers have increased by 31%
- Google organic traffic has increased 282%
- The average CPC has increased 29% over the years, while new calls and inquiries have increased 8% – maintaining the same budget
- New prospect inquiries have largely been a more valuable re-roofing clients (compared to roofing repairs) resulting in a more profitable ROI
- Overall, SMDigital has doubled the size of their business (revenue)
Industry
- Home Services
Solution
- Search Engine Marketing (PPC)
- Search Engine Optimization (SEO)
- Social Media Management (SMM)
- SEO Local (LOC)
- Responsive Web Design (WEB)
- Conversion Rate Optimization (CRO)
- Reputation Management (REP)
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