What Does Local Domination Look Like?
You’re about to find out!
See how a Central Florida screen enclosure and sunroom company tripled their website traffic, cut their cost-per-lead in half, and achieved their BEST YEAR IN COMPANY HISTORY.
When you select an online marketing partner for your screen enclosure, patio cover, or sunroom company, you need to make sure they have a proven track record and really know the industry in order to maximize your return on investment. Anyone can call themselves a digital marketing “guru”, but most don’t know the first thing about providing game-changing results for businesses in the outdoor living industry.
Our goal with each client is to achieve at least a 5X – 10X return on their marketing investment. You’ll see from this case study, there’s potential to go even higher!
THE CLIENT:
US Aluminum Services, Orlando, FL
Based in Orlando, FL, US Aluminum Services is a family-owned company with a 16-year track record of designing and constructing high quality screen enclosures, pool enclosures, sunrooms, outdoor kitchens and more. The company has completed over 15,000 projects throughout Central Florida.
THE CHALLENGE:
Stiff Competition. Marketing Complexity. Limited Capacity.
It’s just a fact. When it comes to selling screen and pool enclosures in the State of Florida, you’re going to face fierce competition. Successfully “getting the word out,” attracting potential buyers, and turning those folks into customers is an ongoing challenge. While US Aluminum was no stranger to this level of competition, it seemed that their marketing was becoming more complex, but less effective over time. To take the business to the next level, they realized they needed help – help from a team with specialized knowledge of their industry.
THE APPROACH:
A Proven Program, Tailored by Client Need
Let’s take just a moment to address why so many marketing efforts fail. That’s right, marketing can be a complete waste of money. If you’ve been around awhile you’ve probably had first-hand experience working with a marketing agency that just didn’t deliver the results.
They may have been great people and they may have worked hard, but in the end, they didn’t prove their worth.
Why? Our belief is that it’s a combination of two things:
- They don’t bring an integrated and holistic approach to the table. With a fragmented approach, it’s extemely tough for you to achieve the local “omnipresence” needed to be the leader of the pack.
- They serve clients across all industries. They assume what works for one industry will work for another, and that’s a mistake. There are very real differences in the outdoor living space… what it takes to get the attention of the RIGHT people, what it takes to motivate a potential buyer to request a quote, and what it takes to properly qualify, nurture and close that deal.
With that context, you’ll see two things combined to deliver outstanding results in this case study: a) commitment by US Aluminum to an integrated proven program and 2) Backyard Retreat Marketing’s specialized knowledge of online marketing for screen enclosure, patio cover, and sunroom businesses.
As an initial step, the Team at Backyard Retreat Marketing (BRM) took the time to thoroughly understand the client’s business goals, their challenges, and their current marketing activities and results. Based on this work, a prioritized list of strategic actions were identified using our Local Domination Program.
Based on years of experience with local service-based clients, the steps in the BRM Local Domination Program have been designed to reduce wasted spend and realize the highest return-on-investment possible.
THE RESULTS:
More Traffic. More Leads. More Jobs.
A FRESH WEBSITE EXPERIENCE ACROSS ALL DEVICES
Whether on desktop, tablet, or mobile phone, the new website makes it a breeze for users to securely browse US Aluminum’s work, learn about their products and quickly request a quote.
Steps were also taken to make sure the website makes a personal connection with potential buyers through well-written sales copy and pictures of the company’s fabrication team, install crews and in-office staff. Our data has proven this to be an industry best-practice that builds trust and boosts the percentage of visitors who request quotes.
COMPLETE SEO DOMINATION FOR THE CLIENT’S MOST DESIRABLE KEYWORDS.
At the beginning of the relationship, the client identified their most desired keywords for the Central Florida cities they serve. In total, 51 keyword phrases were identified for SEO targeting… and the RESULTS?
Of the 51 targeted, high-value keywords…
49
keywords are ranking on
PAGE #1 ON GOOGLE
25
keywords are not only page 1, but
RANKED #1 ON GOOGLE
In addition to these initial target keywords, the client now ranks for a total of 96 total keywords that are delivering 720 unique visitors to their website every month.
The estimated value of these SEO-generated visitors (based on the client’s website’s conversion rate and estimate-to-close ratio) is $56,000 per month.
GOOGLE ADS: MORE LEADS FOR MUCH LESS MONEY
Before partnering with BRM, US Aluminum was using another company to manage their Google Ads efforts. While that company provided a solid foundation to work from, we immediately saw several opportunities to reduce wasted ad spend and get better results.
In addition to smarter campaign management, the client also benefited from our more laser-focused targeting – placing extra attention on the most affluent and fastest growing Central Florida communities. This strategy helps drive more calls and online estimate requests while also helps our client close more “ideal” screen enclosure and outdoor kitchen jobs – those jobs that deliver more revenue and more profit.
Here’s a look at the actual results…
These numbers reflect a 12% decrease in the average cost per click and a 56% decrease in cost per conversion.
Bottom line, leads have more than doubled while actually spending less!
MORE 5-STAR CUSTOMER REVIEWS…
Establishing a turn-key process for earning more high-quality reviews across Google, Facebook, and the Better Business Bureau was a big focus, and the efforts have really paid off.
+63 Reviews
+34 Reviews
+16 Reviews
While most folks are aware that a solid and growing “footprint” of positive reviews helps build trust among potential clients, there is another important element at play here. A steady flow of positive reviews sends strong signals to Google that this is a reputable business, and helps improve search engine rankings.
PULLING IT ALL TOGETHER – A GAME-CHANGING DIFFERENCE IN TRAFFIC AND LEADS
We won’t deny it. Marketing has become much more high-tech and complex in recent years, but when it comes to growing your screen enclosure, patio, or sunroom company, it boils down to three things:
1) Getting more people to see your message
2) Getting more people to request a quote
3) Getting more people to sign a contract
By methodically executing on our Local Domination Program, the client has experienced game-changing results across the board.
WEBSITE TRAFFIC HAS OVER TRIPLED DURING THE 15-Month Period.
THE BOTTOM LINE:
In partnership with Backyard Retreat Marketing…
A Few Words from the Client…
“Since starting work with Backyard Retreat Marketing, the results have been outstanding. They know our industry like no other company we’ve ever worked with. They’ve not only taken us to a whole new level in our marketing, but they’ve also helped us be smarter in the type of customers we target, how we qualify them, and how we transition them from a quote request to a closed job.
Trust me – if you sell pool enclosures, sunrooms or similar outdoor living additions, get them on your team before your local competitor does!”
This client is still active. BRM has an exclusivity agreement that prevents us from working with any competitor who performs jobs within a 20-mile radius of Orlando Florida.
You’ve Worked Hard to Create and Grow Your Business.
Isn’t it Time to Take it to the Next Level?
Let Our Team Help Deliver Similar Results for You!
