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Nuts & Bolts - Case Study : Dumping Gutter Jargon, Gaining Leads

January 2012 By Heather Fletcher


Challenge: Generate leads.
Solution:
Paid and organic search program.

Jeff Drugmand needed to take his website's language out of the gutter. After all, the site's jargon about its roof-based precipitation chute was stumping the average customer—a home-owner, not a contractor—who tried to hire Colorado Seamless Gutters.

"We needed to be able to speak in terms that the layperson could understand," he says.

That concept of "seamless," for instance, had to be explained quickly once homeowners landed on his site. So Drugmand, CEO of the Lafayette, Colo.-based business, took a leap of faith—thankfully, not while standing on any of his customers' roofs.

In March 2009, Drugmand embarked on an all-out effort to enhance Colorado Seamless Gutters' digital presence by initiating paid and organic search optimization. American Fork, Utah-based local online marketing services provider OrangeSoda recommended a three-tiered approach that began with paid and organic search, and layered in Google Maps optimization in May 2010.

Part of the transformation involved immediately answering that seamless gutters question on the home page with a less than two-minute video explaining that seamless gutters have no seams, so they don't leak like the others do.

But according to Drugmand, the most important change happened after he optimized for the keywords: "Denver Gutters"—it started raining leads.

"We had a website, but we didn't have any optimization services or an SEM program, whatsoever," Drugmand says. "We just had a website out there, and whoever found it, found it, and whoever didn't, didn't."

Knowing he wanted to take a "white hat" approach to build his reputation with the search engines— rather than a quick fix that would splinter and drop in the rankings by winter—Drugmand opted to slowly climb the ladder from the 12th search result to the top. In 2009, he reached No. 1 on Google, Bing and Yahoo searches for "Denver Gutters" in time for his peak month, October.

With a monthly investment of $300 for SEO and $200 for pay-per-click advertising, Drugmand could see the pot of gold at the end of the rainbow. About 50 leads a month were filling out his online form for a free estimate. That was without the call tracking slated to be in place by December 2011, which is expected to trace even more of the leads back to his search engine optimization efforts.

Results
  • No. 1 in organic search results for primary keyword phrase
  • 86 clicks on Google Maps listing within first month
  • 50 Web leads per month from May to December
 

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FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

SPONSORED CONTENT

MORE ON SEARCH >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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