Case Study: Transforming a Roofing Company's Online Presence Through Data-Driven Digital Marketing
- October 22, 2024
- 6 min read
The Challenge: Standing Out in a Crowded Market
Consider a local roofing business struggling to make an impact online. Their website barely ranks on Google, stuck on page three, which translates to minimal organic traffic. Social media efforts are sporadic and fail to generate engagement, while traditional advertising methods like flyers and billboards produce limited results. Tracking return on investment (ROI) is nearly impossible, and the company is eager to increase visibility, generate leads, and ultimately grow their business.
The Solution: A Customized Digital Marketing Strategy
Ollo Metrics’ team begins with a thorough Digital Opportunities Analysis to assess the roofing company’s digital landscape, identifying strengths, weaknesses, and opportunities for growth. The analysis includes:
Website Audit:
Evaluating the design, content, and technical SEO of the site to identify areas for improvement.
Competitive Analysis:
Understanding competitors’ online strategies to uncover unique opportunities for differentiation.
Keyword Research:
Identifying relevant search terms that potential customers use when seeking roofing services.
Target Audience Profiling:
Developing detailed buyer personas to understand the demographics, needs, and online behavior of the roofing company’s ideal customers.
Armed with these insights, Ollo Metrics crafts a tailored digital marketing strategy focused on four core components:
1. Search Engine Optimization (SEO)
To improve visibility in search results, Ollo Metrics implements both on-page and off-page SEO strategies. These efforts might include:
Content Optimization:
Crafting content that targets high-value keywords like "roof repair services in Denver" and "roofing contractors near me."
Link Building:
Establishing high-quality backlinks from reputable sources to boost the website’s authority.
Local SEO:
Ensuring the business appears in local searches by optimizing for location-specific keywords and managing online listings.
This comprehensive SEO approach not only drives organic traffic but also helps the business establish a competitive edge in its local market.
2. Google Ads
Targeted Google Ads campaigns are deployed to attract homeowners actively searching for roofing services. Key strategies include:
Location Targeting:
Ensuring ads are shown to users in specific areas where the company operates, such as neighborhoods recently affected by severe weather.
Keyword Bidding:
Focusing on relevant keywords to increase ad visibility for search terms like "emergency roof repair" or "metal roof installation."
Ad Copy Optimization:
Crafting compelling ads that address common roofing concerns, such as "Fast Roof Repairs After Storm Damage" or "Affordable Roofing Solutions Near You."
By leveraging these strategies, the company can increase website traffic by up to 50% within the first six months, reaching homeowners when they are actively seeking roofing services.
3. Social Media Advertising
Engaging ads on platforms like Facebook, Instagram, and LinkedIn are used to increase brand awareness and drive traffic to the website. The campaigns may include:
Targeted Demographics and Interests:
Ads are shown to users who are likely to need roofing services, such as homeowners interested in home improvement.
Visually Appealing Content:
Using before-and-after photos, project highlights, and customer testimonials to engage users.
Ad Variations Across Platforms:
Testing different formats, like carousel ads on Instagram and video ads on Facebook, to maximize reach and engagement.
These social media efforts not only boost brand awareness but also contribute to generating leads, as users become more familiar with the business and its offerings.
4. Conversion Rate Optimization (CRO)
Improving the website’s ability to convert visitors into leads is a priority. This involves:
Optimized Landing Pages:
Creating dedicated pages for services like “Storm Damage Roof Repair” with clear calls-to-action and contact forms.
Enhanced User Experience (UX):
Streamlining navigation, reducing load times, and ensuring mobile-friendliness to keep users engaged.
Compelling Calls-to-Action:
Using persuasive language to encourage actions like "Get a Free Quote Today" or "Schedule a Consultation."
By focusing on these CRO strategies, the business could see a 20% increase in lead generation within the first few months, as more visitors are converted into inquiries or scheduled appointments.
The Results: A Revitalized Online Presence and Increased Leads
By implementing these strategies, Ollo Metrics helps the roofing company achieve measurable results:
Higher Search Engine Rankings:
Improved visibility for relevant keywords, driving more organic traffic to the website.
Increased Website Traffic:
A strategic mix of Google Ads and social media advertising draws in qualified visitors, boosting traffic significantly.
More Leads and Customers:
Through targeted CRO efforts, the company sees a noticeable increase in leads, which translates to more paying customers.
Enhanced Brand Awareness:
Social media campaigns strengthen the business’s presence, helping it become more recognizable to local homeowners.
Measurable ROI:
By tracking and analyzing campaign performance, the company can clearly see the returns on their digital marketing investments.
Conclusion: Unlocking Online Potential with Ollo Metrics
This case study demonstrates the transformative power of a well-rounded digital marketing strategy. By focusing on SEO, Google Ads, social media advertising, and conversion rate optimization, Ollo Metrics empowers roofing companies to improve visibility, generate leads, and grow their customer base. Roofing companies ready to maximize their online presence should consider partnering with Ollo Metrics for a comprehensive digital marketing consultation. Don’t wait—start your journey to digital success today and watch your business soar.
See what our clients are saying
I highly recommend Ollo Metrics for their exceptional digital marketing services. In just one year, they've significantly increased our qualified leads through their expertise in managing Google, Facebook, and LinkedIn ads. Their transparent analytics, dedicated collaboration, and commitment to our success make them an invaluable partner in CEFA expansion across Canada
2023 Review ~ I have changed verticals but still using the great team at Ollo. Ever since engaging Ollo for my winery client we have seen major increases in both foot traffic and sales. Ollo is helping us close out 2023 with a bang!2019 Review ~ I have been working with the people behind Ollo Metrics for over 4 years. And as amazing as their technology performs, it is their people who bring the relationship to life.
Knowledgeable, collaborative, insightful... that's how I would describe the Ollo team! Working with them is always a pleasure. Merci Ollo! 🙂
It's been amazing working with the team at Ollo Metrics. Anacleto and Nabila have helped me tremendously in managing our Google and Facebook ads. They are responsive, creative, and an asset to any organization!
Ollo Marketing was fantastic and very professional to work with. Their integration work and knowledge of G4 was beyond what I expected. I highly recommend them.
I strongly recommend Ollo metrics! It was with their help that my childcare center was able to reach 75% enrollment in record time. They have an excellent team that is very responsive and genuinely cares about your company's success.
Ollo's been a great marketing partner for us at Firecircle. We've had great success with our ad campaigns on Facebook & Google Ads and have had full transparency with analytics & reporting. Their back end and graphics are so solid. Our campaigns have been really well-received in reaching out to our very targeted audience of Indigenous entrepreneurs in Canada. We'll be starting a new campaign for rural tourism entrepreneurs in April and we definitely see how big of a role Ollo has in helping us with that. We are relatively new users of digital advertising and Ollo has helped us learn a ton - and we keep on learning. They care about what they do and about us and we really enjoy working with them. We highly recommend Warren, Sophia, Nabila and the Ollo team.
I am so very impressed with Warren and Kristina and the team at Ollo Metrics. Our company is rapidly expanding, and since we have begun working together, the Ollo Metrics team have been earnest and voracious about understanding our growing company dynamics, our consumer journey, and our competitive landscape, in order to drive effective digital strategy. We needed support at both the brand level, and at the hyperlocal level. Warren and Kristina provide custom support and solutions that continue to achieve great success because they know our business so well. They know our business because they work very hard every day to understand it. Their dedication to continuous improvement is extraordinary. We have only won with Ollo Metrics
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Warren Thompson
Director of Marketing
Charles Brodeur
Director of Analytics
We are a Digital Marketing Agency in Vancouver, BC, Canada. We specialize in Google Ads, Social Media Ads, and SEO (Search Engine Optimization). What makes us different from other agencies is that we place a heavy emphasis on marketing analytics to help connect the dots between marketing costs and revenues generated.
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