Here is a recent case study with Green Star Exteriors working with Mitchell Alomar – The Digital Marketing Expert. Green Star Exteriors’ mean goal, They wanted to generate more leads by form submissions or phone calls. Also, drive high-quality traffic to their website using Google and Facebook Ads.
Mitchell Alomar specializes in delivering and tracking high-quality leads from multiple advertising channels, such as Google Search, Google Display, Bing, Facebook / Instagram Ads, and remarketing ads networks,.
Step 1: Marketing Strategy
The first thing Mitchell Alomar did was to identify the maximum cost per lead (CPL) Green Star Exteriors was comfortable paying. Basically, we needed to find out how much they were willing to spend to get form signups and direct phone calls.
Step 2: Landing Page Redesign
Now that we had come up with a rough estimate of their CPL, it was time to improve their landing page design and structure to maximize conversions.
We did this by restructuring their old landing page by having the signup form above and below the fold, included trust badges, areas of service, and the before and after pictures of satisfied roof replacement customers.
Ultimately, Mitchell Alomar came up with a new user-friendly landing page design. It was easy to read and significantly improved their conversion rate.
Example – of a landing page Before and After
Step 3: Website Optimization: Speed and UI
While their new landing page was conversion-friendly, it’s UI left a lot to be desired, and it was slow with a load speed of approximately 7s, which would hurt conversions. I ran a technical optimization campaign and managed to get it to 1.7s, which is significantly lower than what Google recommends.
Step 4: Lead Magnet and Email automation with MailChimp
To improve form sign ups and generate phone calls, the best lead capture offer is a free brochure.
BEFORE – Brochure BluePrint
AFTER – Brochure DESIGN
The goal was to offer the lead magnet to potential leads in exchange for their email address, and then we would set up an email campaign with MailChimp to nurture those leads and turn them into paying customers.
Step 5: PPC campaign
Green Star Exteriors has four primary service offerings–windows, roofing replacement, siding, and doors, and they provide these services in three central locations; Pennsylvania, South Jersey and the State of Delaware.
Our main objective was to generate more roof replacement leads from each state so I had to take full control of their Ad budget on social media—Facebook and Instagram ads. We ran multiple ad campaigns testing different combinations of states, city and keywords to find the best converting campaign.
After testing multiple ad sets with different combinations of keywords, city and state, We found a winning ad campaign and managed to get Green Star Exteriors roof replacement leads for a low cost than other providers.
3X Lower Cost.
Green Star Exteriors was able to capture new email addresses for remarketing purposes, scheduled multiple appointments from form submissions and phone calls.