CASE STUDY: Mold Inspection Company Increases Website Phone Calls by 122% with Proven Search Engine Optimization Strategies
Environmental Testing & Technology (ET&T) wanted to establish an online presence, but they didn’t have much experience in attracting high-quality leads: Their expertise was in mold inspection. So, ET&T set out to find a company with a track record of success in SEO marketing.
ET%T did their due diligence and approached Online Visibility Pros in order to help them tailor a strategic Internet lead generation campaign to the mold inspection field. This San Diego based environmental testing company wanted get more phone calls, increase targeted website traffic from search engines, enhance the website user experience, create a solid social media foundation, enhance email communication with customers, increase search engine visibility from strategic blog marketing efforts, and give YouTube videos visibility on major search engines like Google, Bing & Yahoo.
Read on to discover how Online Visibility Pros developed a lead generation campaign that crushed the competition and increased business leads by 122%.
Initial Marketing Goals
After several strategy calls with ET&T, we were able to pinpoint the exact steps necessary to help them generate high-quality online leads. Our research unearthed a myriad of opportunities to improve their online presence and generate strong leads. By monopolizing on these opportunities, we would be able to construct a custom lead capturing strategy to expand their digital footprint and create an Unstoppable Online Lead Generation Machine for their mold inspection company.
To achieve ET&T’s desired results, we set out to:
- Improve Website Effectiveness as Lead Generation Tool
- Increase Targeted Website Traffic
- Enhance Website User Experience
- Create Solid Social Media Foundation & Brand Presence
- Enhance Email Communication with Current, Future, & Past Customers
- Increase Search Engine Visibility with Blog Marketing
- Increase Search Engine Visibility with YouTube Video Marketing
Launching the Campaign
More Visibility on Search Engines – We implemented a consistent blog publishing schedule backed by strong keyword research to improve ET&Ts ranking on search engines and ensure that their business was showcased in the best light possible for potential customers. By publishing well-written and well-researched articles on a regular basis, ET&T was setting themselves up for trust and authority in their industry and building the foundation for a rock-solid digital footprint.
Email Newsletter Campaign – E-mail newsletters proved to be a crucial tool to ensure that ET&T stayed top-of-mind for their mold inspection customers. This low-cost, high-reward marketing effort produced almost immediate results. Custom e-mail campaigns with unique information and specials kept ET&T present in their customers’ minds, strengthened their brand perception, and solidified their bond with their customers to ensure they would reach out to ET&T first for their mold inspection needs.
Social Media Profiles – Securing as much digital real estate as possible is important for any company trying to accumulate trust and showcase knowledge in their industry. Building your social media presence helps you achieve that while making yourself more accessible to customers, strengthening your branding, increasing your digital footprint, and framing yourself as a one-stop shop for all of your industry’s expertise. These posts are a direct representation of your business, so staying in tune with customer needs and giving them information that is pertinent to the questions they want answered is crucial to gaining customers.
ET&T saw outstanding results unfold when we implemented our proven SEO techniques and practices. Our blog campaign generated an amazing 1,078 new unique website visitors in the first 10 months. The blog campaigns and optimized social media profiles increased their digital footprint so much that they generated 420 phone leads, an outstanding 122% increase from where they were 10 months before. Meanwhile, carefully crafted YouTube videos further increased their reach online. Their YouTube videos appeared on Google’s 1st page, which helped catapult their authority with customers looking for a mold inspection company.
Highlights – ET&T’s email newsletter produced a 23.8% open rate and 21.6% click through rate! These emails helped cement their brand and generate additional business from previous customers.
How We Do It
Strategically Optimized Hyper Local Service Pages – We produce local service pages that allow potential customers from specific regions to find exactly what they are looking for. Creating these pages allows companies to build additional authority in their niche.
Blog Marketing Strategy with Highly Targeted and Compelling Content – By combining our own SEO techniques with proven keyword research tactics, we were able to increase organic traffic to the ET&T website. From June to February (9 months), we acquired 4,691 visitors through blog marketing. These visitors had never been on the website before.You can see the amazing results in the screenshots below.
Achieving Top Ranking For YouTube Videos on Google – People search for different forms of media, so a YouTube video with 1st page placement on Google communicates to customers that you’re an authority. You can see that ET&T ranked 3rd in the search results for a keyword associated with ads, which means someone searching these terms is ready to make a buying decision.
Social Media Pages Branded & Optimized – By properly branding and optimizing the social media pages of ET&T, we reached three major milestones:
(1) We completed ET&T’s social media profiles to position them as a big brand in the industry, building trust and authority.
(2) We used SEO best practices to optimize every profile.
(3) We made it possible for ET&T to communicate with customers directly through social media.
Take a look at how we branded and optimized ET&T’s Facebook page:
Email Newsletters to Generate Instantaneous Results – ET&T was sitting on an email list over 5,500 and our team did everything we could to convince them to send out to their email list. And once we sent the email, we were able to see how valuable their list actually was.
Out of the 5,556 people that received an e-mail, highlight color=”#eeee22″]23.8% opened it (1,024 people) and 21.6% clicked through (221 people) to read more![/highlight] That means 1,024 people opened the email and 221 people clicked through to their website. Now that’s an active list. Take a look at the screenshot below to see the spike in web traffic from the e-mail.
Phone Tracking System for Leads Generated Through Website – We added a trackable phone number to easily identify and track leads generated through the website.
From May to December (8 months), we generated 420 phone leads, an outstanding 122% increase. But the big ticket number here is the more than 50 percent increase in conversion rates.
ET&T was originally looking for a reputable company that would produce results. The partnership with Online Visibility Pros proved to be extremely beneficial in taking their company to the next level and setting up an Unstoppable Online Lead Generation Machine in the mold inspection field. You can see from the screenshots that building a long-lasting digital presence is easy with the right online lead generation company on-board.
Here are the main highlights of the ET&T lead generation campaign:
- Generated 420 phone leads in 8 months, a nice 122% increase!
- Successful email marketing campaign that generated 1,024 opens and 221 visits to the company website!
- Branded and optimized social media pages to build trust with customers and enhance overall digital footprint.
- Achieved YouTube video 1st page placement on Google for keywords with high commercial intent.
Two additional ways Online Visibility Pros helped ET&T:
(1) Save Time – Instead of wasting time researching and trying to implement online marketing tactics unfamiliar to them, ET&T partnered with Online Visibility Pros. This allowed ET&T to remain focused on serving customers and doing what they do best: mold inspections. While ET&T served their newly generated leads, Online Visibility Pros kept them up to date with comprehensive reports on how well the online marketing strategies were working and where they could expect to see business generated from.
(2) Save Money – ET&T was over the moon with the results Online Visibility Pros had shown them. It was much more cost effective for ET&T to hire us for their custom online lead generation strategy than to try and replicate the same results in-house. ET&T would have needed to hire the staff, train them, and spend additional money on experimental marketing methods. By hiring Online Visibility Pros, they were able to save an unimaginable amount of money and enjoy instant results
Creating a custom online marketing lead generation strategy for a mold inspection company had its challenges, but the Online Visibility Pros team was able to get the job done and produce the results ET&T was looking for. Our online lead generation specialists were able to use their unique strategy to help ET&T set the right digital foundation necessary to continue growing for years to come.
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