All Jersey Sysytems Grows Revenue Via Accountable Digital Lead Generation

ALL JERSEY SYSTEMS GROWS

REVENUE VIA ACCOUNTABLE

DIGITAL LEAD GENERATION

#NOMAM2016

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CASE STUDY: ALL JERSEY SYSTEMS 3

For over two decades, All Jersey Systems has been a pioneering presence in

the commercial construction and contracting space, providing world-class

electrical, carpentry and HVAC services throughout the East Coast.

Historically, All Jersey, like most contracting companies, had always leaned

on word-of-mouth, bids and referral-based opportunities to secure new

business. But in an industry notoriously slow to adopt technology as a means

to advertise its offerings, All Jersey’s President, George Pavlonnis was

different.

In 2008, as the biggest economic crisis on record decimated business around

the world, George broadened his services to include residential prospects. In

so doing, he uncovered revenue opportunities less nimble businesses

ignored. And not long after these uncertain times, George also leveraged the

power of the internet to expand his brand’s reach as well.

But despite a revolutionary spirit, the deployment of multiple strategies or

the large investments made year after year, digital marketing did not

generate new customers reliably for All Jersey.

INTRODUCTION Notes:

http://www.alljerseysystems.com/


CHALLENGE

For All Jersey, their digital marketing had historically failed to both create new

revenue, and report on why it hadn’t. Vague, ambiguous metrics, such as

traffic and impressions, did little to inform next steps. Yet, actionable data, like

bounce rates and click-to-calls were entirely absent, and thus, strategies never

became investments in customer acquisition.

While All Jersey understood that ideal buyers were, in increasing numbers,

researching brands digitally, the company was unable to secure the services of

a digital marketing partner that could prove digital marketing does, in fact,

actually produce new customers.

For All Jersey, digital marketing therefore needed to solve two problems it had

yet to:

1. Craft digital communications, messaging and user experience

strategies that intersect with ideal targets at the precise moment(s)

they expressed a need for an All Jersey-like service provider.

2. Ensure such strategies possess accountable means through which

campaign performance is captured and production graded.

Notes:


THE PLAN

Prior to developing the digital strategy that would fuel the tremendous

growth All Jersey has seen, Single Throw identified the following buyer

personas that would ultimately comprise ideal All Jersey digital targets:

the commercial client, looking for a provider of plumbing, HVAC

or electrical services for a commercial facility either under

construction or in need of repair;

the residential client, searching for home services, such as an

electrician, a plumber, or a home improvement contractor, for

new and existing residential structures;

the emergency client, needing an immediate provider,

sometimes at inconvenient hours, and commonly during a crisis,

like a power outage or burst pipe and;

the vigilant client, searching for things like generators, in

preparation for inevitable environmental events, such as major

storms or other natural disasters.

Notes:


THE PLAN

Once digital personas were established, Single Throw began to analyze the

gap between the user experience (UX) buyers sought from an All Jersey-like

service provider and the one All Jersey delivered. In so doing, our UX and

buyer persona cross-audit identified:

how and in what way(s) personas typically expressed their buying

intentions within search engines;

how personas would ordinarily navigate/traverse a construction

and/or contracting service provider website;

The website personas frequently assembled on when searching

for a reputable All Jersey-like provider;

life events that organically and reliably occurred directly before a

persona began searching, and;

temporal and seasonal events that surrounded All Jersey’s

services, such as water heater replacements and furnace repair.

By creating a matrix of these key UX and persona data points, Single Throw

was able to isolate not only digital buyer behavior, but also create

intersecting messaging within a UX expressly designed to nurture

natural buying momentum.

Notes:


EXECUTION

Single Throw modified All Jersey’s homepage and subpages by creating an

80/20 split between content and clear, right-hand calls-to-action (CTAs).

Because mobile content consumption continues to show that buyers are

more inclined to call, over submit a form, website CTAs included trackable

phone numbers, as well as conventional on-page forms.

Additionally, Single Throw created unique conversion paths that were

designed to appeal to the buying sensibilities of each persona, along with

the goals each has when shopping for an All Jersey-like brand.

Persona analysis likewise revealed that commercial HVAC, energy

management and residential plumbing represented high-value organic

targets. Therefore, webpages were recrafted to naturally speak using a

validated problem-solving idiolect commonly used among searchers looking

for answers to problems All Jersey’s offerings solve.

Offsite data, such as company name, address and services, all of which search

engines use to establish degree of brand authority, were cleared of

inconsistencies or other inaccuracies. Additional offsite authorities, like

chambers of commerce and customer experience review websites were also

leveraged to strengthen the brand’s perceived clout among search engines

as well.

Notes:


EXECUTION

The plan also called for Single Throw to identify offsite linking opportunities

that represent the online gathering destinations for personas searching for

an All Jersey-like service provider. Doing this expanded All Jersey’s digital

reach beyond their website alone, by demonstrating that All Jersey is a

ubiquitous and trusted digital name in their category among industry-related

and highly influential websites.

Lastly, Single Throw deployed a PPC ad campaign that naturally spoke to

buyer search queries. Landing page content matched search queries and ad

copy synchronized with buyer intent — all of which combined to increase ad

visibility. Phrases dealing with seasonality and location were also leveraged

to reinforce both geographic, as well as contextual reach. PPC targeting now

reflected counties and zip codes, as opposed to radial targeting, which, while

in use with previous providers, never produced well-qualified callers and

clicks.

Notes:


ORGANIC POSITIONING Notes:

In the screenshot above, All Jersey Systems appears in

the first local position and first organic position of

Google page 1 for the low-funnel phrase, “Commercial

Plumbing Companies in NJ.”

The following screenshots reflect organic position outcomes for the strategy.

Below each is a disclaimer that identifies both the phrase, along with Single

Throw’s analysis of where the phrase indicated the buyer was in the buying

journey, based upon persona analysis.


Notes:

In the screenshot above, All Jersey Systems appears in the

third position of Google’s page 1 for the mid– to low-funnel

phrase, “24 Hour HVAC in NJ.”

ORGANIC POSITIONING


Notes:


the first paid position of Google’s page 1 for the mid– to

low funnel phrase, “Electrician NJ.”

PAID POSITIONING The following are screenshots surrounding the paid phrase targeting of the

strategy. Below each is a disclaimer that identifies both the phrase, along with

Single Throw’s analysis of where the phrase indicated the buyer was in the

buying journey, based upon persona analysis.


Notes:



low-funnel phrase, “Heating Tune-Up.”

PAID POSITIONING


Notes:



low-funnel phrase, “Water Heater Replacement.”

PAID POSITIONING


RESULTS

30% Increase in

Organic Traffic

AllJerseySystems.com organic traffic

increased 30%.

Organic Traffic

Notes:

20% Increase in

Organic Leads

The amount of times a searcher

contacted All Jersey after finding the

brand in organic search results

increased by 20%.

Organic Leads

While benchmarking was difficult due to a lack of accountable reporting by

the previous digital agency, Single Throw documented metrics representing

month-over-month performance across the first 11 months of the strategy’s

lifespan.


RESULTS

27% Increase in Local Leads

The amount of times searchers

contacted All Jersey using local

directories (alternative websites)

increased by 27%.

Local Leads

Notes: (Continued)

When finding All Jersey in organic

search results, a user was nearly 22

times more likely to call than fill out

a form.

Organic Lead Analysis

22X More Likely


RESULTS

26% Increase in Paid Leads

The amount of times searchers

contacted All Jersey after

experiencing their PPC campaign

increased by 26%.

Paid Leads

Notes: (Continued)

When finding an All Jersey Pay-Per-

Click ad, a searcher was nearly 10

times more likely to use the phone

over submitting a form.

Paid Lead Analysis

10X More Likely


CONCLUSIONS

Despite an industry slow to embrace digital marketing mediums, All Jersey

Systems values the internet as a reliable source of customer acquisition

opportunity. Yet even with optimism guiding their digital ambitions, finding a

marketing partner that could actually reveal new buyers proved as illusive as

the buyers themselves.

Undeterred by several failed, and costly attempts to uncover digital buyers,

All Jersey sought Single Throw to finally put to rest the debate over whether

or not All Jersey’s customers are using search engines to secure their

services.

The problem All Jersey faced was not a result of their industry, but of the

strategies themselves. If a brand is not intersecting with their targets at the

exact moment targets are prepared to complete a purchase, customers can

neither be found, let alone persuaded.

But when the strategy takes the time to study the buyer, how they search and

what motivates them to both search and purchase, customers do emerge.

All Jersey is enjoying new revenue produced by a digital marketing strategy

focused on All Jersey’s buyers — nothing more, nothing less.

Notes:

Want to gain more insight into your digital marketing

strategy?

Feel free to talk to someone about Single Throw’s

services, solutions and offerings at singlethrow.com.

http://singlethrow.com

All Jersey Sysytems Grows Revenue Via Accountable Digital Lead Generation

Marketing

Transcript of All Jersey Sysytems Grows Revenue Via Accountable Digital Lead Generation