How A Custom Marketing Strategy Helped Abrams Roofing See an Increase of 3,480% ROI in Just One Year
As a business owner, what comes to mind when you think about your day to day operations?
Taking care of your customers? Managing your employees? Maintaining an organized office?
What about running payroll and managing stock or inventory?
Business owners have a million and one responsibilities to handle on an everyday basis.
Not to mention the other major thing you should be concerned about.
How do customers find out about your business?
How do you keep track of where leads are coming from?
It’s not enough to just have a marketing company. You need one who actually knows what the heck they’re doing.
That’s where the team at One Thing Marketing comes in.
Sit back, my friends.
Let us tell you the story of our client, Abrams Roofing & Sheet Metal.
We’ll tell you all about how we gained their trust, put a strategy in place that actually worked, and helped them see an increase of 3,480% return on investment (ROI) in just one year.
Beautiful roofs and amazing results, both built to last a lifetime.
Meet Abrams Roofing & Sheet Metal
Established in 1959, Abrams Roofing & Sheet Metal is a well-known roofing company in Louisville, KY. Between roof repair and replacement work, Abrams is also well known for storm damage repair, siding, and gutter repair.
As we said, the company was established in 1959, so Abrams has been around for a long time.
Between radio advertisements and Kroger shopping cart ads, they were hoping to revamp their marketing strategy when they first hired a marketing company.
They began working with YP (YellowPages) and Thryve Marketing. Both of them offered a lot of promise, but when it came down to it, they simply couldn’t deliver.
On top of their traditional methods through radio and Kroger cart ads, with YP and Thryve, Abrams had:
- A website built by Thryve
- An SEO strategy
- Paid ads through YP.com
- A listing in the actual Yellowpages phonebook
And yet they still weren’t gaining any real leads.
In fact, at the time, Abrams said that about 60-70% of the phone calls they were getting were junk or spam calls.
And to make matters even more confusing for Abrams, they felt like they were in really good hands. They felt confident in the fact that their marketing rep was able to answer all their questions.
Still, though, as time went on, business owners at Abrams continued to turn all the gears and just didn’t seem to be getting anywhere. The communication with their previous partners was great, but the results just weren’t there.
In their previous partnership, Abrams felt like they…
Weren’t seeing any factual data to backup the talk & promises given
Didn’t feel educated on where their leads were coming from, or were their marketing money was going
Weren’t seeing any real results like they were led to believe they would
Something HAD to change.
Abrams Roofing sought after a marketing firm who could match the great communication as their previous firm offered.
However, they also really needed someone who could actually make things happen and help them gain more leads.
That someone was One Thing Marketing.
A New Partnership
When we first met Abrams Roofing back in 2017, we completely understood their hesitation to even have a chat with a new marketing agency.
We started by trying to figure out exactly what was happening with Abrams Roofing’s current marketing strategy.
Here’s what we found:
Their PPC (pay per click) ads were going to their YP ad/profile and not their actual website
Their website was built on a domain that had no authority
Abrams Roofing did not actually own their website, Thryve did
There was no real trace of actual SEO techniques anywhere to be found
Their content was hard to find online and nothing was ranking
There was no type of tracking implemented to count leads
They were paying for a preferred/ top spot through YP, yet still showing up as #14
And with that, it was settled.
In comparison to the other firms, we were deemed the most trustworthy and educational, even if it was tempting to go with other, cheaper options.
And just like that, our partnership with Abrams Roofing began.
It was time to get to work.
How We Helped Abrams Roofing See an Increase of 3,480% ROI in One Year
Just like any good marketing strategy should, we started our work from the ground up.
We covered four major areas to create a custom marketing strategy for Abrams.
- Website Design
- SEO & Content Marketing
- Local SEO
- Reputation Management
Before we dine into all the work we did, check out the results Abram’s saw!
Our first priority was getting the website domain transferred, so we could rebuild and redesign their website.
We talked to YP and took care of everything. In the process, we also worked with our IT partner to get all company emails transferred over, so after this, Abrams Roofing owned and had access to every single one of their online assets.
We worked diligently to make sure Abrams’ new (gorgeous) website was ready to be up and running by the time the old site was taken down.
Navigation was easy to follow
Products and services were laid out clearly
Contact information was easily accessible to customers
We also implemented proper call tracking on the website, so we could directly know and keep track of leads coming in from the website.
You may think building a website is a lot of work.
You’d be correct. It is.
But we were just getting started.
SEO & Content Marketing
With a new website came a new SEO strategy.
We’ll be honest…
We build our websites with SEO in mind, so we knew exactly what we wanted to see happen with the new website.
Our goal here was to optimize the website to increase its visibility in search engines. The SEO process typically takes us 6 weeks after the website is finished.
We evaluated all of the technical mumbo-jumbo on the backend of the website, as well as conducted keyword research to decide what words to target on the homepage and on each service page.
One major component to the success of the website was by re-working the service pages. Before us, Abrams had service pages with virtually no information on them. Their previous service pages:
Weren’t being found online
(With YP & Thryve)
(With One Thing Marketing)
We also internally linked all website pages to be user friendly and make sure the SEO value is correctly passed from page to page.
And what do you know?
Within the first year, Abrams Roofing saw an increase of 276% in Google Traffic.
And we don’t like to brag, but while we’re here, we may as well throw out the fact that after two years, our strategy is still working, all thanks to Content Marketing.
Once we completed the initial SEO, we continued with On-Page Optimization through Content Marketing.
The focus of content marketing is creating, publishing, and distributing content for a targeted audience online, with the goal of providing useful information.
Content Marketing helps to:
- Increase the visibility of their brand
- Build authority and credibility in the eyes of Google
- Help build trust and relationships with customers
After two years of proper SEO and Content Marketing, Abrams Roofing saw a 597% increase in Google Traffic.
We were putting things in motion for Google, and customers, to really see that Abrams Roofing was a leader in their industry.
We wanted to continue to point signs of trust and relevance back to Abrams Roofing and their new website.
So, what was our next move?
Local SEO is the practice of building signals so that Google knows that your business is relevant to a specific location.
By doing this, you increase your chances of being shown in the “map” or “local” section on a Google search result page, which in turn, gives you a chance of increasing your leads.
When we implemented Local SEO for Abrams Roofing, we…
- Updated and optimized their existing Google My Business listing, which included:
- Updating all business information
- Adding proper call and URL tracking to listing
- Completing category and competitor research
- Updating all features and added GMB Q&A
- Claimed and updated existing Local Directory listings across the web
- Created other necessary local listings
- Attempted to remove or combine duplicate listings
Our work here also paid off for Abrams Roofing. As they were gaining visibility, they were also gaining more leads.
From 2018 to 2019, they saw a 95% increase in Google My Business leads.
Isn’t that impressive?
Speaking of impressive…
When you’re completely satisfied with a local company, what should you do?
Leave an online review!
The more online reviews you have, the better.
The problem with Abrams Roofing, however, is that they had no way of asking their customers to do this.
When Abrams Roofing came to us back in 2017, they only had four online reviews.
They also had no review process in place. They weren’t sure how to ask customers to share their experiences with the company.
When we began our partnership with Abrams, we were helping them gain more visibility, which in turn, meant they were gaining more customers.
With more customers comes the chance to get more online reviews.
We also offer Reputation Management, a service of influencing what, and how, people think of a company when viewed online.
In simple terms, it means getting more Google reviews, Facebook reviews, or reviews on whatever platform is important to your business.
During our partnership, we’ve helped Abrams Roofing successfully manage their online reputation and reviews.
Currently, their company has a 5-star rating on Google My Business, with a total of 28 reviews!
Are you missing out?
Does your company need help gaining more reviews?
Don’t be the business that falls behind!
Another Successful Story, Another Happy Client
At One Thing Marketing, we take pride in helping our clients reach their goals through proper, custom marketing strategies.
Over the course of our partnership, here’s a recap of how we’ve helped Abrams Roofing.
Now let’s talk money.
Yes, you read that right.
From our partnership, Abrams Roofing also gained:
Newfound trust in professional marketing
Education and honesty about proper lead tracking
Excitement about the growth and success of their business
Are you ready to be excited about the growth and success of YOUR business?
At One Thing Marketing, we have over 10 years of experience, developed proven strategies, and over 200 happy clients.
Are you the next success story?
Schedule your free, 30-minute strategy session with our team today. It could just be the “one thing” your business needs.
Success doesn’t happen overnight. We’re in it for the long haul.