The client sells and installs outdoor living products, including fences, decks, and other yard enhancements. They have multiple brick-and-mortar locations as well as an online shop.
Over the past several years, we’ve worked with the home improvement company to provide marketing and website solutions, including the implementation of their eCommerce website. The marketing tactics that work for any business depend on a variety of factors, including the desired goals, trends in how users behave online, and nuances in the client’s industry. There’s no such thing as a “one size fits all” marketing solution, and the home improvement company’s goals have evolved alongside the growth of their business. They also work in an industry that is very seasonal. To meet the goals they set year after year, the company has required marketing solutions tailored to different needs at different times.
At the onset of the relationship, the goal was increased leads. At the time, the client was struggling as a result of the economic downturn and hoped to use online advertising to generate leads. The focus was on pay-per-click (PPC) advertising, using geo-specific targeting to penetrate his local market. PPC advertising, in combination with SEO marketing efforts, led to successfully hitting lead goals and increasing website traffic. In the second year of the relationship, with leads on the rise, the client trusted us to continue working with them to achieve their marketing goals over the next few years. We developed a new website with a focus on using the most current search engine optimization tactics. The client’s monthly marketing plan included a variety of components: press releases, email marketing, SEO updates, social media publishing, and online reputation management. We also built experimentation efforts into the client’s plan as a proactive way to push the envelope and find new platforms and tactics that got results. Our most recent efforts for the client have been focused on their current goal of continued growth. They wanted to be known as the best company in the business and dominate their market. We implemented a strategy that involved a heavy focus on the content marketing approach. Content marketing aims to generate traffic and leads organically rather than through paid advertisements. The goal is to create useful content that addresses the pain points of potential customers. That content is optimized so the right people find it when using a search engine to look for solutions. Content marketing can establish your expertise in your industry, making it a good choice for this client’s aggressive goals. We also used content to engage the audience year-round. Though the client’s business is known to be seasonal, they can provide installation as long as the ground isn’t frozen, so our efforts helped to extend their busy season.