What's on our minds Multi-Location Countertop Company
Challenge: Large monthly spend to Atlanta-based agency to manage pay-per-click advertising. The marketing agency overwhelmed management with marketing reports and technical marketing lingo but failed to establish a clear ROI on marketing dollars spent. Online leads were minimal and the close rate for walk-in traffic was low across multiple locations. Organic SEO rankings were low and reviews at some locations were below 4.2.
Solution: New Start Media started with a deep-dive sales analysis, looking at multiple channels – close rates, profitability, business’s desired growth, current capacity, process and sales staff strengths, and weaknesses. This insight allowed New Start Media to prioritize efforts and resources to maximize profitable revenue for the company. Referral leads had the highest close rate and were the most profitable deals for the company, so New Start Media implemented a B2C referral program and focused on increasing reviews. They also built out a designer program for B2B sales. Once referral programs were established, they met with the sales teams and trained them on one-call close tactics, and assisted with updating the CRM and follow-up process to increase close rates across all channels.
In addition to the referral programs, New Start Media fine-tuned the overall marketing strategy – revamping the website to include original high-quality images and site content, ensuring the site met technical SEO requirements, creating landing pages, and restructuring the homepage to increase click-through rates. For local SEO, New Start Media updated the Google My Listing and focused on community outreach via social media.
Results: By focusing on the right type of leads, overall sales revenue increased by 28% and average retail sales increased from $2,500 to $3,500. Additionally, the organic traffic eliminated the need for the company to invest in pay-per-click advertising, so advertising dollars spent decreased by ~50%. They were getting better results for less money and they had much happier salespeople! This company earned a reputation for being a best-in-class sales organization, with higher than industry-standard profits. As a result, the company was purchased by a Private Equity firm and used as the gold standard to which they modeled and rebranded all 17 other locations they acquired.