Cover Story: Growing Leads
The marketer also offers a series of educational podcasts, called Lawn Talk. At present, the series consists of 16 interviews with Spring-Green Director of Training and Franchise Support Harold Enger; covering topics such as pest control and seasonal lawn care, it can be accessed via Spring-Green's sites, iTunes and RSS feed.
"We've built and optimized that glossary and those podcasts within our local search as well, so it's bringing that franchise owner up into being the local expert," says Young.
Analytics and Action
Although Spring-Green refreshes and posts new content during the down months, it use several tools year-round that help it continuously monitor and track the SEO and paid search campaigns and make sound decisions based upon performance.
"Where you get into really making search effective is studying the analytics and taking action on them," notes Wehr. "So many people have analytics and they look at them, but they don't decipher their meaning and then plan an action step based upon that meaning."
Spring-Green leverages a few of Oneupweb's proprietary tools to measure podcast activity, as well as conversion based upon keywords or specific criteria employed in the natural and paid search campaigns. It also uses Google Analytics to track Web site traffic. And on another level, the marketer conducts a back-end analysis on leads against sales to identify the differences that may be affecting why some markets are closing at higher percentages than others.
But Young agrees with Wehr that the challenge is not using the tools to collect data, but responding to the data effectively. "All those things get evaluated, and then we present that information back to our franchise owners and discuss best practices and ways we can improve that next year," explains Young.
The Search for
Social media is a key aspect of Spring-Green's future SEO plans, with a particular focus in the coming year on launching a blog and incorporating marketing activity on Facebook to engage customers at a higher level.