Home Renovations Marketing Growth Strategy
his project focused on establishing a strong marketing foundation by creating a new brand identity, website, and customer personas.
We implemented targeted strategies in social media, email marketing, paid ads, and lead generation, resulting in a 147% increase in social media following, a 105% growth in the CRM database, and a 32% rise in conversions.
Additionally, a referral strategy and direct mail campaign attracted high-quality leads, ensuring the company connected with its ideal clientele in the home renovation space.
1. Establishing the Foundation
Action:
Created the company's branding, including logos, color schemes, and messaging.
Developed a new, content-rich website showcasing valuable content and previous projects.
Outcome:
Enhanced user engagement by 21%.
Reduced bounce rate by 7%.
2. Defining the Target Audience
Action:
Built customer personas using previous customer data and industry insights.
Mapped out the typical customer journey to attract, nurture, convert, and retain customers.
Outcome:
Precisely targeted marketing efforts, ensuring high relevance and effectiveness.
3. Social Media Strategy
Action:
Implemented a value-added, customer-targeted content strategy.
Utilized a small budget for boosting posts on social media.
Outcome:
Increased social media following by 147% within a year.
4. Email Campaigns and CRM Growth
Action:
Developed a seasonal email campaign and regular newsletters.
Focused on email acquisition to grow the CRM database.
Outcome:
Expanded the email list and CRM database by 105%.
5. Paid Advertising Strategy
Action:
Created targeted paid advertising campaigns on Google Search, Display, and Facebook.
Developed new assets, including a gated guide for lead generation.
Outcome:
Increased overall conversions (leads) by 32% within a year.
6. New Lead Sources
Action:
Rolled out a customer referral strategy, quickly becoming a high-quality lead source.
Launched a targeted direct mail campaign within desirable neighborhoods.
Outcome:
Attracted high-quality leads, ensuring the majority of marketing qualified leads had budgets of $200,000+.
Conclusion
By establishing a solid foundation for the marketing department and implementing a strategic growth plan, this company experienced significant improvements in user engagement, social media presence, email list growth and lead conversions. The targeted approaches ensured that the company attracted high-quality leads, aligning with their selective clientele in the home renovation and build space.
