SALEMGLOBAL CASE STUDY FOR LEAD GENERATION — FOUR STAR CLEANING
Four-Star General Cleaning (http://www.4starcleaning.com), an office cleaning company in New York City, was spending $48,000 a year on Yellow Pages advertising, and getting unsatisfactory results. Under the guidance of Salem Global, they updated their website, and implemented an internet marketing program, The results? They saw major increases in requests for quotes and in new clients - while cutting their marketing budget in half!
Return On Investment was key to Four Star’s Fred Ross – the campaign had to pay off with increased revenue from new clients. Salem Global designed a multi-pronged approach. Our mission was to create an awareness leading to online lead generation.
Website Analysis – The first step was to ensure that the website was properly optimized for the search engines. Simple steps such as researching keywords, moving HTML tags and text to the top of the code, and determining better page titles, all helped to position the site for better results.
Multiple Domain Names– SalemGlobal analyzed Four Star’s business and determined the most relevant keywords for their industry, i.e. those keywords that were actually being used by potential customers doing searches. These keywords were already being used in the website’s metatags and pagetitle area, but Salem Global went a step further and purchased a series of domain names that would be seen as relevant by the search engines. SalemGlobal built and hosted a complete website under each of these domains, and optimized them in the same way. This is a very effective strategy to increase lead generation rates. It also serves to lock out the competition from obtaining these domain names.
Pay-Per-Click (PPC) – Four Star was interested in immediate results. PPC is a good way to achieve this, as the placement is immediate (unlike natural and organic Search Engine Optimization). PPC campaigns tend to involve a trial and error process, to determine the strategies that actually yielded the desired results. Four Star understood that the campaign would require an ongoing testing process. As a result of SalemGlobal’s extensive monitoring and testing, it took only a few weeks for Four Star to achieve top placement in the sponsored results area. Additionally, Salem Global was able to fine-tune the campaign to maximize the ROI for the PPC dollars budgeted. The monitoring demonstrated that serious buyers tended to visit the site during office hours. The PPC budget was then engineered to run out near the end of each business day. This ensured that the amounts bid were high enough to reach the top of Google’s PPC results during optimum hours, and be low enough to drop down to a sufficiently low ranking after hours (so that money was not spent on prospects unlikely to convert to customers).
RESULTS
In a short time after implementing the PPC campaign, traffic - and new customers - were pouring in. One of the additional domain names, www.OfficeCleaningNY.com, now consistently ranks as #1 in the organic Google results. Four Star typically comes up first or second in the Google sponsored link section (for the clients’s desired time of day). ‘Request a Free Estimate’ forms were coming in from the website at the rate of 5-7 per week, as well as 2-4 additional phone calls per day. Each month, the revenue from one new client was sufficient to cover the PPC costs – and Four Star is bringing in a minimum of 2-5 each month, on a budget of about half what they formerly spent on a more traditional campaign.
SalemGlobal is one of the oldest and most well respected Internet Companies out there today. We look to deliever the best service and strategy when it comes to SEO, Website Marketing, Internet Consulting and many other marketing services. SalemGlobal will increase your sales and profits through its industry expertise in addition to giving you a great looking website that works! If you would like more information on these services contact us today. In addition
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Lastly, Raphi Salem speaks on Rocket Science of Search Engine Optimization, click here for the PDF file.