Digital Marketing……………………………………………………………………………………………………………………………………………………………………………………

CASE STUDY

1970

Plumbing and Drain Cleaning / Small Business

Covina, CA

Courtesy Plumbing has been in business,providing residential and commercial servicessince 1970. Their valued customers know whenthey choose Courtesy Plumbing, they will getthe job done right the first time and have thebest overall experience.

Courtesy Plumbing is an A+ rated company withthe BBB. We service The San Gabriel Valleyfrom Burbank to Ontario, Orange County, fromSeal Beach to Irvine, and all points in between.

www.CourtesyPlumbers.com

Deploy a digital marketing strategy to impactlead generation and lower overall spending,specifically, pay per click spending. Implementan affordable long term solution for leadgeneration which drives return on investment.

A plan to build a complete internet marketingstrategy was put into place. Several tactics,including SEO, pay per click, social mediamarketing, and email marketing wereimplemented to drive qualified leads..

Courtesy Plumbing was spending too muchmoney on Google Adwords pay per clickadvertising. Courtesy Plumbing’s strategy wastoo heavily weighted on Yelp reviews and Yelpadvertising. The number of leads based uponthe rate of spending lead was not sustainable asa lead generation model.

In the first six months, the goal was to usedigital media marketing to lower the overalladvertising spend budget. While the budget isdecreasing, the number of leads (phone calls)will need to increase and continue to do so formonths/years following.

Why Work……………………………………………………………..

With Grow Plumbing Courtesy Plumbing choose to work with Grow Plumbing in order togenerate more qualified leads and lower the cost per lead. In orderto do this, the metrics that measure leads were defined, buyerpersonas were built matching their target audience, and acampaign and game plan were developed to attract, convert,close, and delight each persona.

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The goal is to ramp up sustainable lead generationefforts. Key performance indicators (KPI’s) wereestablished to measure success. The top three KPI’s are:# of Leads, Cost Per Lead, and Conversion Rate.

As part of our extensive campaign development, webuilt target market personas. Each persona includes:who they are, what are their pain points, where theycan be found online, and what content will show themthat Courtesy Plumbing is the best fit for them..

A complete strategy was built for Courtesy Plumbing toidentify opportunities to attract, convert, close, anddelight each customer. The strategy starts with goals,personas, keyword research, competitive analysis,content creation, link building, social media marketing,and email marketing.

•New SEO Optimized Website•Landing Page Optimization•Competitive Analysis•Keyword Research•Target Market Personas Created

Based upon the KPI’s (# of Leads, Cost Per Lead, and Conversion Rate) identified for Courtesy Plumbing, apersonalized campaign was deployed with the following strategies:

•Social Media Marketing•Blog Content Creation•150 Online Profiles Created•Email Marketing•Google Analytics

•Redesigned individual service pages and local geographic pages.•Optimized landing pages for conversion to move prospects through the buying funnel.•Included social icons in the top header to encourage social engagement.•Updated value proposition content to showcase company size and depth of experience.•Migrated HTML site to Wordpress for easy updates and content marketing.•Installed Yoast SEO to update all page titles and meta data.

•73% Increased Visitors 2013vs2014 •210% Increase in Online Leads

•25% Less Spending on Marketing •Lowered PPC Spending by 50% While Increasing Leads by 150% in 2014

•1200% Increase in Social Media Reach•Improved Conversation Rate to 27%

Courtesy Plumbing Achieved Success with

Grow Plumbing

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