Challenge
ForeverLawn, Inc. offers what are arguably the best application-specific artificial grass products on the market. But their key differentiator may be the professional service, installation and ongoing support provided by expert, local teams throughout the U.S. With this dealer network at the core of ForeverLawn’s capacity for growth, it became essential to ensure these partner businesses were thriving with a steady stream of quality leads.
Solution
SERVICES: Local business listings, product websites, dealer websites and landing pages, social media advertising, social content, social monitoring and responding, Google search and retargeting advertising, email marketing, content creation, tradeshow support, email marketing, review generation Optimizing for dealer network leads ForeverLawn’s innovative artificial turf brands include ForeverLawn Landscape, K9Grass, PlayGround Grass, GolfGreens, SportsGrass and SplashGrass. Each brand boasts a variety of products customized for specific applications. ForeverLawn sells these products through a dealer network, each business operating in an exclusive territory surrounding its location. The large, and growing, network of dealers covers the U.S., and even one each in Canada and Mexico. With the dealer network at the core of the business model, ForeverLawn knew generating leads for their dealers was key to growing the business. Our first step was to ensure a strong local presence for all of the dealer markets. This included claiming and optimizing local listings for every dealer, plus creating local landing pages within the ForeverLawn corporate site. The foreverlawn.com website and each of the individual brand websites boast an interactive “dealer locator” tool as their primary call-to-action, which filters potential customers directly to their local dealer to request information. Thus, all digital marketing efforts ultimately drive users towards leads for the dealers. Featured project content for each brand, Google search and retargeting ads, social media content and advertising, tradeshow support, and generating online reviews work together to draw potential customers from awareness, consideration and intent to purchase. Tactics that we employed: Optimizing and distributing local business listings for all dealer locations Developing corporate and product brand websites centered around “find a dealer” Increasing local presence by claiming Google My Business for all dealer locations, MOZ Local distribution, and landing pages Targeting intent to purchase with Google search and retargeting ads, including testing messaging and creative to increase conversions Community building through social content creation, monitoring and response Raised brand awareness through social ads on a variety of platforms and promoted pins on Pinterest Content creation of “featured projects” highlighting completed projects across the family of brands and optimized by location Utilized Podium for generating reviews
Results
Impacts on dealer network leads: With this strategic approach and close partnership, we: Increased leads for the dealer network by 219%. And that’s continuing to grow.
Sanctuary Marketing Group
A digital marketing agency based in North Canton, Ohio, we help companies grow their businesses by developing and executing end-to-end marketing strategies. We build custom websites and use marketing tactics such as search marketing, social media and email to drive leads and sales.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.