Breeding Roll Off Case Study
Working in collaboration with the client’s in-house marketing team, Fly Pages developed a strategic digital advertising annual plan that helped the company exceed revenue goals and realize a greater than 10:1 return on investment.
PROJECT SCOPE
Digital Strategy | SEO, UX, CRO Website Consulting | Digital Ads Management | Ongoing Marketing Consulting
Objectives
The business set goals to generate more commercial business revenue for its local roll-off refuse container service, while continuing to gain new residential customers. The Fly Pages and Breeding Roll Off combined marketing teams collaborated to set attainable new customer revenue targets and build a digital advertising strategy to drive leads and maximize conversions.
Challenges
Located on the Delmarva Peninsula, the business has historically experienced seasonal fluctuations when serving its commercial agriculture and residential clients in its service area. In addition, the business’s marketing efforts were not set up to embrace and convert the purchasing behaviors of its customers during their time of need. Customers were known to:
- need containers quickly;
- call the first company they found on a quick smartphone search; and,
- want next-day delivery of their container.
The Breeding Roll Off website did not appear at the top of search results, and didn’t provide prospective customers with an easy path to conversion.
Solutions
The team’s integrated digital marketing strategy included short-term, intermediate, and long-term implementation plans.
Phase one included:
- website optimization for search;
- user experience (UX) upgrades;
- landing page creation to maximize conversions from digital ads; and,
- the creation of messaging and Google and Meta advertising campaigns specific to commercial and residential target audience decision-makers.
While the first phase was underway, the collaborative team optimized the company’s Google Business Profile listing and implemented monthly management.
Once all foundational work had been completed, the team moved into ongoing optimization and refinement work, providing additional support and adjusting the strategy as business revenue goals and seasonal fluctuations required new approaches.
Outcomes
In the first six months of this collaborative effort, and ahead of the typical busy season, the Fly Pages and Breeding Roll Off marketing teams acquired 62 percent of the business’ 12-month new customer goal, at a lead conversion rate of 39.4 percent. The Breeding Roll Off team became so busy, in fact, that they began hiring more drivers to serve a growing customer base.
Mid-Year Reporting Outcomes:
- New customer acquisition: 123% of goal
- Commercial customer increase (monthly average): 125%
- Marketing ROI: 10.5:1
- % of marketing budget spent (compared to estimates): 86%
In the second quarter of this 6-month period, the client shared that they wanted to increase business revenue in a more sustainable fashion, marketing more to building relationships with commercial contractors.
Our teams pivoted, allocating 60% of the budget to commercial customer lead generation in March. From that point, the client’s marketing efforts met and exceeded every monthly business revenue and new customer acquisition goal the client set.
You can see in the chart below the huge growth among commercial customers, starting in April.
WE DELIVER MORE THAN WE PROMISE
Our Team is Your Team
From the beginning of this collaborative relationship with the Breeding Roll Off marketing team, the Fly Pages team set forth some expectations:
- Our campaign goals (short-term and long-term) are based on your goals.
- We’ll pivot if your business needs change (they did, and we did).
- You’ll always know how your marketing investment is driving revenue.
Because we’re committed to providing tangible value from our marketing efforts, we enjoy long-lasting relationships with our clients as they grow.
We’re still working with the Breeding Roll Off team, and we’ll update this case study with more good news soon.
We Report and Analyze Everything
Like all Fly Pages clients, Breeding Roll Off had regularly scheduled monthly meetings with our team to discuss the monthly reports and make sure that our combined efforts were still serving the business goals and needs. We provide insights into how our clients’ marketing investment is pacing against revenue goals. We don’t use vanity metrics like clicks; we focus on building a lasting qualified leads funnel that is optimized for conversions.
Fly Pages Digital Marketing delivers customers and revenue.
When Needed, We Adjust
Each industry and business we serve has a unique set of challenges. We develop strategic plans based on best practices and industry standards, and then we refine our implementation as our client relationships mature so that each ad is more effective at generating revenue. We meet our clients’ customers where they are, so that our clients’ businesses thrive.
WE'RE ACCESSIBLE
Those monthly client calls are a great way to check for understanding when it comes to reports, get clarity on goals and timelines, and get some face time with our clients and their marketing team members. What they’ll tell you is that those meetings are their favorite meetings all month, and it’s because we don’t try to keep secrets about what’s working, or about how much fun we’re having getting our clients results.
We’re available to our clients for any question or concern, and we regularly check in to make sure we keep our collective marketing finger on the pulse of what our clients need.
Related Projects
