Context + Challenges
Rose Building Group is a high-end residential renovation and construction company operating in South Western Ontario that came to Xi Digital in the summer of 2019 concerned about the number of leads they were receiving as well as the quality of those leads. Upon approaching the Xi Digital team, Rose Building Group was leveraging some traditional marketing strategies and generating a significant portion of their new business from word-of-mouth marketing.
Ultimately, a lackluster/antiquated WordPress website, a fruitless marketing strategy, and a looming pandemic made it difficult for Rose Building Group to reach and resonate with their ideal customers, despite high-level service offerings. As a result, Rose Building Group turned to Xi Digital, a boutique digital marketing agency that understood the importance of connecting clients with a relevant customer base.
Approach
Xi Digital devised a customized digital plan to get Rose Building Group where they needed to be in order to generate the leads they were after, especially in the Hamilton, Burlington, and Niagara regions. Starting with a website revamp, followed by PPC marketing (Google Ads), then SEO, the new digital marketing strategy would effectively facilitate lead generation, improve the quality of leads, and refine brand messaging. In September 2019, the web development team at Xi Digital developed a strong foundation with a totally unique, Juicebox powered website featuring a new user-friendly design and refined content that would retain visitors and enhance digital marketing efforts that followed.
Website
The first order of business was creating a custom and dynamic website that would compel visitors and serve as a strong foundation for future digital marketing strategies. In September of 2019, Xi Digital worked alongside Rose Building Group to design a unique user-friendly website and refined customer-centric content that would better engage visitors, drive organic traffic, and convey Rose Building Group’s caliber of work.
Prominently featured reviews and easy-to-access project galleries included in the newly designed website allowed visitors to easily access and assess photos of completed projects which effectively showcased Rose Building Group’s quality of work, encouraging conversions.
The New Website Also Included:
- Strategically positioned Call to Actions
- Mobile Responsive Design
- Enhanced Backend Functionality
Paid Advertising
Shortly after launching the revamped website, Xi Digital and Rose Building Group turned their attention to PPC Marketing. For Rose Building Group’s Ads campaign to successfully generate the appropriate business, it was critical that Xi Digital target a specific market of searchers in South Western Ontario looking for renovation services that matched the excellent work and pricing of Rose Building Group’s offerings. From strategic keyword research and analyzing lifestyle filters, to writing meaningful copy and selecting the perfect postal codes, Xi Digital devoted extensive research into curating Ads that would impact the right group of Internet users, compensating for the sales Rose Building Group had previously missed out on.
With paid strategies in play, Rose Building Group quickly saw a return on investment. By 2021, Rose Building Group’s paid advertising campaigns were so refined and well-optimized, that conversions increased by 10% without any additional ad spend.
Using PPC Marketing Services From Xi Digital, Rose Building Group was able to:
- Reduce cost per conversion 26.9%
- Increase conversions 24%
- Boost Click-through rate by 45%
