Case Study

Trinity Roofing and Restoration

A local roofing company leverages a Digital Marketing strategy to dominate the local market and double sales within the first year of implementation.

Trinity Roofing

Role

Web Designer & Developer
UX and UI Design
Digital Marketing Strategy

Marketing

Search Engine Optimization
Google Analytics & GMB
Google & Facebook Ads
Local Citations & Directories

Technology

Adobe Illustrator
Adobe Photoshop
WordPress

Background

The client is a young roofing company established back in 2009 in Sugar Land, Texas. However, they also served a larger portion of greater Houston and Louisiana.

Like many other start-up companies, Trinity Roofing and Restoration grew its client base through word of mouth and traditional advertising, mainly print media.

Due to the rapidly increasing of competition in the roofing industry, along with the failure of traditional advertising, their growth was stagnant.

They felt the need to catch up with twenty-first-century technology and implement a strategy to produce the desired results. That’s when I came in!

Industry

Roofing & Construction

Channel

B2B – B2C

The Need

One of the client’s goals was to increase brand awareness and market share in their local area and their surroundings.

The client was aware that traditional marketing methods are still important, but realized that digital marketing is where the real engagement opportunities lay:

  • Establish a strong online presence on all industry-appropriate platforms.
  • Position the company website on the local pack and search engines to generate leads out of organic traffic.
  • Identify the most relevant social media networks to reach their target audience.

The Strategy

In order to deliver a successful digital marketing strategy for our client, I started by assessing the specific short and long-term goals, and how could they be achieved.

Then, implemented specific tactics utilizing the appropriate channels to create value and draw the attention of the target audience.  

  • Website redesign was the initial step.
  • Rebranding and repositioning.
  • Developed a content strategy
  • Brand awareness through social media.
  • Increase the number of local citations.
  • On-page, local, and technical SEO.
  • Paid media with Google and Meta ads.

Website Redesign

Because our client was a young company, they didn’t have a professional website. Their web presence was a plain ‘ole site built with a WYSIWYG builder.

Besides the lack of professional web design, we identify additional issues such as not having on-page SEO, lack of meta tags and meta descriptions, and not enough quality content for readers or search engines to consume.

Part of my job as a digital marketer is to communicate with clients and help them understand why a high-level overhaul involves significant changes.

First of all, we needed to migrate to a better hosting platform and install a fresh copy of my preferred content management system, WordPress.

WordPress It’s well known, and powers 35% + of total websites on the internet.  It’s an open-source content management system with extraordinary capabilities and flexibility.

In addition to the main platform changes, the re-design must include the following changes:

  • Changes to code and added functionality.
  • Content creation with fresh copy.
  • Information architecture.
  • Intuitive navigational structure.
  • Update imagery, graphics, and visual elements.

When carefully planned and executed a website redesign tends to boost revenue, lower bounce rates, and improve UX.

Rebranding 

Positioning it’s about developing visual elements and content that would communicate your brand consistently across all digital platforms and marketing materials in a way that connects with your users.

It can include changing the look and feel of your website, brochures, flyers, and any other marketing materials.  

“Making changes to the logo or the name of an organization is NOT rebranding”

Content Strategy

An effective content strategy encompasses the planning, creation, and publication of content.

My approach was focused on creating and distributing valuable and relevant content consistently to attract a defined audience and ultimately retain it in order to drive a profitable outcome.

With the help of a copywriter, we developed a content calendar, brainstormed relevant topics that provide value for the target audience and created high-quality content. We set to execute the well-researched blog strategy which was designed not only for consumers but also aimed at search engines.

Brand Awareness

As part of the content strategy, we leverage the most impactful social media platforms to amplify the message and help our client promote their brand locally and within the specified area.

The strategy aimed to grow the follower base and establish brand recognition in the local market. At the same time, generate leads and turn them into sales.

Digital Marketing Case Study Roofing
Roofing Digital Marketing
Houston Digital Marketing
Roofing Digital Marketing Houston

Google Local Pack Results

Local Citations

Local citations are online directories that mention, partial or complete information about a local business.
These citations are primarily important because help people find your business online. But even more, they help Google verify the authenticity of a local business.

The strategy included consistently building citations for the client. Making sure all the information is complete and accurate across platforms, directories, and social media channels.

In addition, Data Aggregators have been included as part of the campaign. Aggregators are key players in the local search ecosystem, making information available and distributing it to local directories and search engines.

“Having high-quality citations can help your business rank higher on Google search and maps