Marygrove Awnings Case Study
E-commerce Site Design, Custom Development, Conversion Rate Optimization, SEO, Paid Search, Social Media & Email Marketing
Before Marygrove Awnings started working with our team at Conklin Media, they were working with another digital marketing agency to achieve growth in their business. The other agency was good, but their growth began to hit a plateau. The owner of Marygrove had a desire for continued growth and to launch new markets.
Upon meeting with their internal leadership we strategized a scalable plan that would allow Marygrove to now only grow but to do so profitably. Our aim was to bring together many of the elements that they were already doing into a lead generation machine that could be placed into any market.
Through our efforts over the last year we have been able to increase the number of qualified appointments by 50% while also decreasing lead acquisition costs by over 20%.
When we first sat down with Mike and his team, we discovered that it was going to be a challenge start new campaigns and increase the number of leads YOY from their previous agency. This challenge was furthered amplified since we were not increasing budget & we were launching into new markets. Diving deep into the data we were able to identify the channels that drove results and eliminate those that did not.
Site Design & Development
We analyzed how users were interacting with the website, where they were clicking and submitting forms. Based on that data, we suggested a refreshed look, one that streamlined user behavior and made Marygrove stand out from their competition. Additionally we added in custom integrations to allow data to populate into their CRM with tracking.
PPC & SEO Growth
Prior to working with us most of the focus had been on Adwords & Bing campaigns. We were able to expand the paid side to include Home Advisor. We also took the large amounts of data that had been collected and started to work on an informed organic strategy. By focusing on the keywords that mattered, we were able to quickly rank in new markets and drive business via SEO.
Challenges & Our Solution
Outdated Lead Forms
When we came on board we noticed that many of the lead forms on the site had not been updated for a few years. They were not user friendly and required the user to input a lot of fields. By reducing the fields, we were able to increase conversions and the effectiveness of our efforts.
Leads to Appointment Conversion
One immediate area that we improved was the % of leads that converted into appointments. We did so by helping the internal sales team understand the importance of calling within a certain time frame. Different lead sources will react differently to response time. The second change we made was implementing a self-schedule feature on the website, that allowed us to bypass the need for our team to contact the lead once they filled out a form.
Launching New Markets
Previously Marygrove had tried and failed to expand their reach. Using data from previous campaigns we strategized and put together a go-to-market plan with KPI’s. The campaign was a big success and even ticked off a few local competitors.
Connecting The Moving Parts
Lead attribution and making sure all leads are tracked correctly is a huge challenge for many companies. We worked alongside Marygrove’s internal IT team to help facilitate changes that lead us to greater understanding of our marketing efforts. This was crucial for internal leaders making business decisions as data now informed marketing spend.
Challenges Due To COVID-19 in March 2020 and beyond
In addition to the challenge to continue to maintain and grow the number of leads, and sales that come in. Marygrove Awnings was affected by the COVID-19 pandemic, like many other businesses. Customers no longer wanted to get in-home estimates because of the virus, so we helped Marygrove to pivot to doing contactless Curbside Quotes. The technician comes out and views where a resident is looking to place their awning and then a quote is generated and sent to the homeowner. Even with this challenge and current business climate, Marygrove’s leads and sales have increased.
Results From Our Efforts
- 15.49 Return On Ad Spend
- 52% Increase in Appointments
- $572,000 In NEW Market Revenue
- 27% Reduction in Ad Spend
- 2 New markets Launched Profitably
- Advertised New Product Line Profitably
Return On Ad Spend
% Growth in New Appointments
From Our Client
Over a year with Conklin Media and I’ve been nothing but impressed. I’ve been impressed with the way the company has produced the kind of leads and generated the results we were hoping for. We had an agency prior to Conklin Media and that agency was good, but hit a certain plateau. I feel that Conklin Media has taken it from that plateau and to the next level.
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