Case Study Highlights
- Client: Pool and Hot Tub Contractor
- Industry: Residential swimming pools and spas
- Services: Social Media, SEO, Pay Per Click and Content
- Results: 104% increase in leads, 128% increase in organic website traffic, and 111% increase in Google Search impressions
Our client is a Pacific Northwest-based pool and hot tub contractor that provides both retail sales of swimming pool and hot tub products. They design, install, repair, and maintain residential pools and hot tubs. The company has been servicing pools and hot tubs since 1978. Because of their commitment to quality products and services, they’ve been inducted into the AQUA Magazine Hall of Fame and the company is regularly ranked by the magazine as one of the top 100 pool and spa companies in the US.
The company was looking to increase their online presence through their website, search engines and social media, with the ultimate goal of increasing leads. This is where Ballantine comes in.
The pool and hot tub contractor brought Ballantine on board at the end of 2016 to create a comprehensive digital marketing strategy to help boost their brand visibility and community engagement. The facets of this strategy included:
- Search engine optimization
- Yext local directory optimization
- Social media management
- Content marketing
- Google AdWords
- Facebook advertising
Each of these channels complements and enhances the others. For example, quality blog posts enhance SEO. Social media content engages potential leads and encourages them to search for more information about the company. All of these channels work together to increase brand quality and community engagement.
Over the first seven months (December 2016 – July 2017) of implementation of the digital marketing strategy, the company saw a significant increase in many of its key metrics, including:
- 104% increase in leads (including web lead forms, Houzz, and first-time phone callers)
- 128% increase in organic website traffic
- 111% increase in Google Search impressions
The company also saw increases in leads through Google Maps, including increases in phone calls and website clicks.
The client is quite happy with Ballantine’s results:
While these results are exciting, the client and Ballantine are looking ahead and working on a strategy for the upcoming fall and winter seasons. The goal is to maintain interest in their brand during the time of year when many customers may not be thinking about pools and spas, so engagement is historically lower.