MIM | Biz Case - Moving Company

Moving Company Business Case

“I trust My Internet Marketing to always be one step ahead of my competition”

Alain Couture

President of Demenagement CA, QC

SERVICES USED BY THIS CLIENT

INTERNET MARKETING

PAY-PER-CLICK

SEO

LOCAL SEO

CONTENT MARKETING

VIDEO MARKETING

Canadian Residential Moving companies such as the Quebec based Déménagement CA have a lot at stake:

Residential apartment rental contracts are regulated by the Quebec Government and must all be renewed (or concluded) by July 1 every year! Consequently, 70% of all annual residential relocation must take place in the few weeks running up to the crucial July 1 deadline. These days give moving companies in Quebec sleepless nights and aching limbs, because they must fill their order books in record time or risk losing up to 70% of their annual business in a ferociously competitive market place.

“In seasonal markets, it is crucial to make the most when the sun is shining – or risk getting into financial trouble during the ‘freeze’. To Demenagement CA, we recommended to pull all levers available in the Internet Marketing Mix: from Local to Generic SEO, from Pay-Per-Click to Content Marketing, from Sales Video Production to Social Media—it was important to put Déménagement CA in pole position for this most crucial time of the year. We set the targets, loaded the guns and then… We delivered!“

Results achieved for moving company Demenagement CA:

SEO on steroids: appearing 4 times on Google’s page-1 for one single search

First-page organic search results on Google for 30 additional short- and long-tail keywords

Local SEO: Google Local Search results for 15 localized search terms (the so-called “Google Local Pack” : entry of company on Google map + phone number + 5-star genuine customer feedbacks)

Video SEO: Google Video and YouTube top rankings for 20 “How To” videos. Video thumbnails also appear as search results on search engine Google.ca

Google AdWords PPC – Return on Ad Spent (ROAS) of 1198%: For each 1$ invested into AdWords, the client obtains 11.98$ in return

Average click conversion rate of 5.9%, average CPC of 4.49$

The production of a second website dedicated to low-cost moving services makes client appear on Google’s page-1 twice for 30 keywords (that’s appearing twice for the same search terms)

Microwebsite achieves 50% of total client’s traffic by the end of the first year

Qualified web traffic overall more than doubles in one year

INTERNET MARKETING

Internet Marketing Strategy: Use the full digital marketing artillery to blow away competitors and increase traffic and leads by 50% within 18 month.

“Sometimes it takes the commitment of putting the full arsenal of the digital marketing mix behind an innovative new idea to make a lasting impact and assure long-term success.”

Déménagement CA’s president, Alain Couture was faced with a dilemma : Every time he tried to generate more leads by applying tactics such as AdWords PPC, Organic SEO and Local SEO, competition would ultimately catch up and regain market share.

We recommended a strategy that would potentially double the revenue generated from the Internet:

Campaign objectives (time frame 12 – 18 months):

Generic SEO: Make company show up on Google for 30 highly competitive search terms, 10 of which should arrive on the first page of Google between 6 and 12 months from day-1

Local SEO: Make company appear in one of the three top spots on Google Places for 5 localized search terms

Increase traffic and leads by at least 50%

Competitive strategy: Develop a new, independent revenue stream by building a new website dedicated to low-cost moving services. Hosted under a different company and domain name and positioned differently in terms of marketing

Make microwebsite appear on the first page of Google for 30 additional high traffic volume keywords related to no-frills low-cost moving services

PAY-PER-CLICK

PPC Strategy: Optimize PPC with the objective to significantly increase Return On Ad Spent (ROAS)

“In order to implement our ambitious digital marketing plan, it was crucial that the PPC campaign delivers a steady flow of prospects at the lowest cost-per-click possible. To be more precise: The campaign needed to generate a minimum ROAS of 300%.”

What we did to increase ROAS:

We restructured all PPC campaigns to have relevant, laser targeted ads

We added all available ad extensions to make ads stand out from the crowd

We took great care to optimize for phone conversions, the main stream of lead gen

We performed a whole bunch of other daily, weekly, monthly and quarterly optimization tasks based on recurring reports (conversion analysis report, auction insights report, negative keyword report, etc.) and executed on our findings

Results for demenagementca.com:

During the one-year period from August to July, our PPC campaign generated 11,856 clicks and 3410 web and phone conversions that transformed into 852 paid moving jobs

At an average sales ticket of 650$, this amounts to an additional annual revenue of $554,124 generated with PPC alone

Return of ad spent (ROAS) of 1198%. In other words: for every dollar the client invested into PPC, he got $11.98 back! Wohoo!

GENERIC SEO

SEO Strategy: Use AdWords PPC to identify the most profitable keywords – then push these keywords through SEO to obtain natural search results.

“Identify Key Performance Indicators (KPI) using the most profitable keywords and the numbers they drive—then use this knowledge to boost revenue and profits. Without KPIs you are leaving money on the table!”

What we did to increase revenue and profits:

Based on the knowledge we had from our successful PPC campaign, we knew what search terms were driving traffic—and even more importantly—conversions! We used this information to target and promote the most profitable key-phrases for organic SEO:

We performed an AdWords Search Term report to identify the most profitable keywords and key phrases

We then analyzed each keyword in terms of monthly search volumes and competition with the objective to establish the Keyword Efficiency Index (KEI) for each keyword. Keyword Efficience Index was the determining KPI in this case.

We then established a list of priority keywords in preparation of a Search Engine Optimization campaign

Results:

Showing up naturally for relevant search terms gave our client a distinctive competitive advantage: Our client appeared in top positions, paying comparatively low monthly SEO fees, while competitors had to continue to pay higher PPC Cost-Perc-Click for being there!

From August to July of the next year, our SEO campaign generated 13,034 clicks and 5190 web and phone conversions from natural search results that transformed into 1297 paying customers from natural search

At an average sales ticket of 650$, this amounts to an annual revenue of $843,375 generated with organic SEO.

With at a total annual SEO cost of $79400, this leads to a return on ad spent (ROAS) of 1062%. In other words: for every dollar our client invested into SEO, he got 10.62$ back! Wohoo again!

And here’s the best part: in the second year, the SEO budget can be reduced by almost 50% without affecting Google ranking and the revenue stream generated from SEO—this will likely boost the return of investment through SEO in year two to around 1500%—$15 earned for each dollar invested!

Local SEO

Local SEO Strategy: Optimize local indicators on client website and make client show up in Google local search results (Google Places Map + listing)

“Google favors local search results over generic search results whenever it perceives a search query to be regarding local businesses. If your business is selling locally and has a shop that is open to customers, it would be a crime not to take advantage of Google local search results.”

What we did to help our client dominate local Search Results:

We analyzed local Search results for important local search terms and noticed that none of our clients competitors appearing in local SERPs actually seemed to know what they were doing – it more looked like they were there by pure luck.

We created a Google My Business page for the client, optimized it for local search results and got our client’s page officially validated by Google

We then devised a strategy to obtain positive reviews for the company from real clients

Results:

Our client’s pages display up to four times on Google’s first page for the same local search terms—that is equivalent of occupying 40% of the total available space on Google’s most important real estate.

Content Marketing

Content Marketing Strategy: Produce high quality content with the objective of increasing website conversions AND to obtain higher Google first page rankings.

“If Content is King – then Context is her Majesty the Queen! While Content Marketing is the holy grail of SEO, content developed with the aim of leading people to perform a desired action on your website delivers increased profits.”

What we did to help our client :

We created ONPAGE content in the form of four themed blog articles per month and optimized them to please Google bots.

We produced 20+ How-To video clips that show up high on Google’s first page when relevant keywords are searched

OFFPAGE content, on the other hand, is produced with the overarching purpose of obtaining quality backlinks pointing to your website. Relevant backlinks make web pages appear higher in search results.

We engaged in monthly writing of OFFPAGE content and worked relentlessly towards obtaining high quality backlinks.

Results:

Content Marketing breathes life into our client’s website: Monthly blog articles, relevant ‘How-To Videos’ and quality full-length articles inspire trust and reinforce the brand.

But even more importantly, Content Marketing makes SEO work! It is important to notice that achieving long-lasting results with Search Engine Optimization depends to a great extent on the execution of a well-planned content marketing strategy involving ONPAGE and OFFPAGE content. Let me show you just one of the results achieved in terms of SEO, impossible without Content Marketing:

SEO in combination with Content Marketing achieved a Return On Ad Spent (ROAS) of 1062%. In other words: for every dollar our client invested into SEO, he got 10.62$ back! That’s what we mean when saying: “Content Marketing is the holy grail of SEO.“

Video Marketing

Video Marketing Strategy: Produce a series of highly relevant How-To videos and make them rank on Google for relevant search terms.

“How-To” videos offer real value to the end user while at the same time exposing the brand name, web address and phone number to the prospective client.”

What we did to take advantage of video:

We managed the production of 20+ How-To videos about Moving and optimized them with CCs to show up for relevant search terms on Google

We developed a social media game that would lead prospective clients to watch the videos with the purpose of finding answers to quiz questions. For correct answers, participants win prices.

Results:

Users participating in the social media game increased the average time spent on site when viewing videos and reduced bounce rates—parameters that Google’s 2016 algorithm updates take into account for ranking web pages.

Several of client’s ‘How-To’ Videos rank on Google first page result pages, increasing exposure, leads and sales.

Results achieved for moving company Déménagement CA:

SEO on steroids: appearing 4 times on Google’s page-1 for one single search

First-page organic search results on Google for 30 additional short- and long-tail keywords

Local SEO: Google Local Search results for 15 localized search terms (the so-called “Google Local Pack” : entry of company on Google map + phone number + 5-star genuine customer feedbacks)

Video SEO: Google Video and YouTube top rankings for 20 “How To” videos. Video thumbnails also appear as search results on search engine Google.ca

Google AdWords PPC – Return on Ad Spent (ROAS) of 1198%: For each 1$ invested into AdWords, the client obtains 11.98$ in return

Average click conversion rate of 5.9%, average CPC of 4.49$

The production of a second website dedicated to low-cost moving services makes client appear on Google’s page-1 twice for 30 keywords (that’s appearing twice for the same search terms)