Pinnacle Structural Services

Background

Pinnacle Structural Services wants to update their website's digital content, and increase their digital presence to create more lead generation. This includes ad-ready optimized conversion pages for his services. They wanted to align the new content pages around ideal customer personas to create opportunities for strategic partnerships that would enhance repeat business from property managers and other real estate and equity interests.

Updating the site content and making the pages ad ready will be the initial priority. Once landing pages for ads are created, the client will add a separate realistic advertising budget to include paid advertisement campaigns.

Their local SEO presence must be continuously optimized to attract local search queries. Further, the website needs more content to rank for relevant keywords for their target buyer persona and landing pages to link paid ads. Ongoing blogging optimized with SEO will be used to increase organic traffic over time when the landing pages are complete and paid campaigns are running. Pinnacle Structural Services is a trusted local expert in foundation repair, renowned for its dedication to objective, fair evaluations and building strong client relationships. Serving both residential and commercial clients, Pinnacle focuses on delivering high-quality service with integrity and honesty. In a competitive market where trust and reliability are paramount, Pinnacle sought to enhance their marketing efforts to expand their reach and engage more potential customers. Pinnacle Structural Services wanted their website to work for them and thought some strategic updates to the website's digital content could enhance their online presence and generate more leads. Their primary goals included optimizing their website for ad-ready conversion pages and aligning new content with ideal customer personas. This comprehensive approach aimed to increase local SEO performance, improve organic traffic, and support paid advertising campaigns.

Objectives

The primary objectives for Pinnacle were to:

1. Increase Local Awareness:

Pinnacle needed to expand their visibility in the highly competitive Denver metro area and surrounding regions. By increasing local awareness, Pinnacle aimed to attract more inquiries from their target audience, particularly within a wide radius of Denver, where most of their business is concentrated. Enhancing local visibility was crucial to differentiate Pinnacle from competitors and establish them as the go-to expert for foundation repair services.

2. Enhance Online Engagement:

Pinnacle's existing digital presence lacked the necessary engagement metrics to convert visitors into leads effectively. Improving online engagement through a revamped website and targeted digital campaigns was essential to increase user interaction, reduce bounce rates, and ultimately drive more conversions. This objective directly addressed the need to capture and retain the attention of potential customers searching for their repair services.

3. Educate Potential Customers:

Pinnacle recognized that many potential clients lacked understanding of the complexities of foundation repair. Providing clear, accessible, and informative content was essential to educate customers, build trust, and guide them through the decision-making process. This objective aimed to position Pinnacle as a knowledgeable and transparent service provider, thereby fostering greater customer confidence and improving lead quality.

Strategy

The implementation of our strategy was executed through a coordinated, simultaneous effort across all marketing channels to maximize impact and ensure consistency:

Tri-fold Flyers and Postcards:

We designed and distributed visually appealing tri-fold flyers and postcards, strategically targeting areas within Pinnacle’s service radius. These materials were crafted to highlight Pinnacle’s core services and value propositions, leading to a marked increase in local inquiries.

Digital Ads:

Launched targeted digital ad campaigns across Google Search and display networks, focusing on homeowners and businesses within the Denver metro area. The ads were designed to be eye-catching and informative, driving a significant increase in website visits and service bookings. Remarketing ads were also deployed to maintain engagement with previous site visitors, contributing to sustained lead generation.

Infographics and Educational Content:

Developed infographics that broke down complex foundation repair topics into easy-to-understand visuals, which were distributed both digitally and in print. These infographics enhanced customer education and engagement, playing a crucial role in building trust and driving conversions.

Simultaneous Channel Activation:

All efforts were rolled out simultaneously to ensure a cohesive and reinforced brand presence across all touchpoints.

Ongoing Monitoring and Adaptation:

We continuously monitored the performance of all campaigns, using analytics and user feedback to make real-time adjustments. This adaptive approach allowed us to optimize each channel's effectiveness, ensuring that Pinnacle’s marketing efforts consistently drove high-quality leads and solidified their reputation in the competitive foundation repair market. This comprehensive strategy and meticulous implementation led to significant improvements in Pinnacle's market visibility, customer engagement, and lead generation, ultimately strengthening their position as the leading foundation repair expert in the Denver metro area.