Ottawa Diamond Flooring
Challenge
As well as capitalizing on Ottawa Diamond Flooring’s short-term growth spurt we also needed to think about the long-term, planning and implementing a campaign that would engage potential customers for years to come. Like many fast-growing businesses, Ottawa Diamond Flooring needed our help to identify the right tools, tactics, and technologies to employ to effectively scale up their marketing. To achieve this we integrated ourselves into Ottawa Diamond Flooring’s existing structure, produced a strategic approach that would enable the organization to outgrow the competition. Challenges and Objectives In the past, customers learned about Ottawa Diamond Flooring from word of mouth and paid ads. Organic search traffic was almost non-existent as very little effort was ever put towards ranking the website for their targeted keywords. Over the past 25 years, Ottawa Diamond Flooring has exploded from a start-up to a high-growth leader in the flooring industry. After leveraging the full power of SOAP Media’s content marketing strategy, Ottawa Diamond Flooring’s organic traffic increased by 68%. Ottawa Diamond Flooring now relies on SOAP Media’s holistic marketing approach to ensure the customer journey is seamless from their first visit to their initial purchase.
Solution
To deliver on both Ottawa Diamond Flooring’s long and short-term goals we focused on thought leadership, lead generation, and customer intelligence. Some of the key tactics we employed included: TRAFFIC 65% Pay-per-click (PPC) We scaled Ottawa Diamond Flooring’s existing PPC strategy to direct traffic to key lead-gen landing pages and capture users searching for retargeting-related terms. Managing Ottawa Diamond Flooring’s PPC budget meant tracking their cost-per-lead diligently to make sure they were achieving the desired ROI. If a campaign or ad group was not performing, budget was allocated to another channel that was converting at the desired cost-per-acquisition. LEADS 145% SEO We worked to improve keyword density on the Ottawa Diamond Flooring site, and incorporate targeted key phrases through content optimization. A well-executed SEO strategy meant that the organization wouldn’t just reap the rewards now, but for years to come. CONVERSIONS 84% Analytics Analytics are key for any business that wants to make sure its marketing is pulling its weight. To meet Ottawa Diamond Flooring’s fast-changing needs, SOAP Media fine-tuned their analytics account to measure the impact on website users and used UX tracking to ensure site navigation stayed smooth. We optimized for conversions using Hotjar heat mapping software, and coordinated with Google Analytics to track data for multiple pages and conversions.
Results
Our work with Ottawa Diamond Flooring was focused on generating a short-term boost to visibility while at the same time building for long-term success. We also needed to help the business rapidly scale their marketing both in size and in reach across a number of different channels. Our custom Google Analytics configuration allows us to track specific metrics to ensure that their digital presence is resonating with users and attracting new customers. By taking a strategic approach that holistically joined together a range of marketing techniques we were able to help Ottawa Diamond Flooring outgrow their competitors and cement their position within the marketplace. Revenue 68% Traffic 65% Leads 145% Conversions 84%
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