Inbound Marketing

Residential and Commercial Carpet Cleaning Company Generates 339% ROI

PRS04336

Overview

1.55 M

Revenue generated

25%

Increase in website sessions

2.5M

Impressions on social media

500%

Return on investment of ad spend

Sometimes You Have to Grow Your Company…Again.

For companies focused on serving clients well, keeping sight of long-term goals can be difficult.

Rather than overspending time and resources to master and execute online marketing campaigns and web design in-house, this residential and commercial services company enlisted experts on the journey: Primitive.

In a three year partnership, Primitive worked diligently to create a long term, sustainable digital marketing strategy that supported and addressed upcoming threats, marketing trends, and unique opportunities.

IMG_8103@2x

Charting a Path Forward

In 2017, the company chose to pivot their brand identity. After multiple years of being known as a premier carpet cleaning business, the company wanted to work with Primitive to primarily focus on two goals:

  1. 1. MESSAGINGThe client’s aim was to further enhance their website, specifically reintroducing their brand to the public as a complete, all-inclusive cleaning company.
  2. 2. EFFICIENCYInstead of using three separate programs that would correlate inbound calls to their appropriate task/function, they wanted to create a singular, custom platform that would sync communication with timely execution.

As a leading provider in both urban and rural areas, choosing to highlight their full list of services across multiple platforms allowed for a more competitive presence across a broader geographical reach. In tandem with the organic promotion of the company’s entire service offerings, the business wanted to develop and implement consistent and measurable campaigns that nurtured existing customers while also increasing their marketing qualified lead MQL generation.

05-20-19_Bug_Tech_014@2x
10-10-19_CT_019

Growth Reimagined

This type of reimagined growth is not uncommon, nor unheard of, but does take intention and strategy.

With the desired goals in hand and top of mind, Primitive set out to develop a roadmap that included:

  •  New website
  •  Lead generation
  •  Technical SEO
  •  Greater exposure of service catalog
DKC03938

Strategic, data-informed shifts

The company provided valuable insights and service information, that Primitive worked with to identify specific campaign goals. Primitive focused on harnessing available data via analytics to better inform focus of  ad campaigns, the direction of a new website, and their overall digital marketing strategy.

The key to developing a targeted and effective marketing strategy for this client was to gather enough data to bridge the gap between the client and provider. During this project, Primitive optimized existing Google Ad campaigns and implemented SEO and keyword research to convert marketing qualified leads (MQLs) into new clients.

By analyzing the results of these implementations, combined with strong website analytics, Primitive was able to inform a sustainable and effective long-term digital marketing strategy.

Primitive used full inbound marketing tactics routed through HubSpot to create evergreen, online content, along with over 20 new Google Ad campaigns.

IMG_1644

The Intangibles

Tech Stack

Brand Identity

Buyer Personas

Competitive Analysis

Our Focus

Symbols

Brand Identity

  • Style guideline
  • Campaign assets
  • Design systems
  • Logo design
Symbols-1

Creative Studio

  • Video Production
  • Motion Graphics
  • Photography
Homepage

Website Design

  • Custom design
  • UI/UX
  • Custom development
  • CMS
Symbols-2

Digital Marketing

  • Email
  • Workflows
  • Social media
  • Blogs/content offers
  • SEO Paid search
  • Content audits
  • Google ads
  • On-page
  • Social ads
  • Off-page
  • Pillar pages
  • Marketing technology

The details

Heavy collaboration with the company was utilized in order to leverage existing, internal marketing campaigns for digital ads, increasing the effectiveness of strategies moving forward.

Furthermore, quarterly analysis and a regular meeting cadence kept the client’s goal of being seen as a full-service company and Primitive’s strategy aligned.

GrandDesignColor2-11

Tangible results = Success

There is a stressed importance, as there should be, on having data when working as a strategic partner. The more snapshots we can take of our starting point, the more we are able to measure, test, iterate, and execute in confidence.

Analytics:

Year Over Year

YOY-Revenue

Web

  • 40% of 2019 Traffic From Organic Search Visits
  • 25% Increase in Website Sessions
  • 28% Increase in New Users
STP02447@2x

Google Ads

  • 900 Customers
  • 2,500 MQLs
  • 300,000 Annual Impressions
  • 8,000 Annual Clicks
  • 500% ROI on Ad Spend
ROI-Paid-Search

Social Media

  • 250 Customers
  • 960 MQLs
  • 8,700 Interactions
  • 2,600,000 Impressions
  • 151% Annual Increase in Social Engagements
  • 110% Increase in Social Sessions
rugs

Email Marketing

  • 300 Email Campaigns
  • 296,00 Emails Sent
  • 99% Delivery Rate
  • 3,800 Clicks
  • 21% Open Rate 
  • 6% CTR 
pupper

SEO

  • 6% Increase Organic Search Traffic
  • 7% Increase Page Health
  • 96% Site Score
Screen Shot 2020-06-30 at 2.43.12 PM

Video

  • 42 Motion Graphics
  • 12 Short to Long Form Videos
  • 107,000 Total Minutes Viewed
  • 563,900 Total Views 
Screen Shot 2020-06-29 at 3.00.23 PM
CTSpill

Deep Dive: Software

CHALLENGE

Previously, the client fell into a habit of using three separate programs to perform fundamental operations for the business, yet even with multiple tools at their disposal they still weren’t able to capture everything their company both needed and wanted.

DREAM LIST

  • Manage all operations on one platform
  • Schedule appointments and estimates
  • Provide quotes and invoices
  • Manage equipment

SOLUTION

Primitive created a custom platform syncing actions from the moment a call is placed to when a(n):

  • Appointment is scheduled
  • Technician is assigned
  • Project is quoted
  • Work order is created
  • Equipment is utilized for a job (tracking)

ADDITIONAL CUSTOM FEATURES

  • Views for each user type
  • Filters (ex: service, location, etc)
  • Insurance claim program integrations
  • Employee tracking (ex: nearest and/or next available technician)
  • Customer service text survey
PRS04325 copy

Ready For Growth?

We’ll build it together; and measure success.

Contact Us
We know companies aren’t served well by cookie-cutter offerings. And when it comes to digital, everything is connected. Our services are customizable to get you more. We’ve helped companies nationwide remove the barriers inherent to the modern business landscape.