HOW MARKETING ALIGNMENT Led the Mid-Atlantic’s Leading Roofing Company to Extraordinary Growth
Since 1945, the Long name has helped countless families in the DC, Maryland and Virginia region enjoy safer, more beautiful homes.
In 2017, they pursued New England as an expansion market. Historically, new business was generated from newspapers, TV, and radio ads, but those activities were nearly impossible to attribute directly to revenue. Long Roofing did not have the market presence in New England like they did around Washington, DC. They needed more leads, and ultimately sales — fast.
In the past, Long Roofing had worked with other agencies more focused on marketing metrics like clickthrough rates — not revenue and sales. Those ‘vendors’ underperformed and did not understand the audience or how to truly connect campaigns to revenue. The way marketing operations were set up, they were not able to answer critical questions like, “which channels are driving appointments?” or, “how well do appointments convert into sales and revenue?” These were not the strategic partners Long Roofing needed to pursue a new growth market.
A newfound clarity and understanding of the customer journey created a scalable lead-generation system.
Connected data helped throttle back campaigns when call center struggled to keep up with influx of leads.
Ads were targeted to prospects with the highest chance of turning into a sale — all made possible by modeling target audiences from Long Roofing’s rich CRM data.
“Silverback has successfully increased our exposure and sales with their services. There’s a clear return on our investment.”
JOHN DEPAOLA, LONG ROOFING
Results from collaborating with Silverback
Revenue Increase
(2017 – 2018)
242%%
Web Traffic
Increase
667%%
Online Lead Increase
(2017 – 2018)
429%%
Services That DroveExtraordinary Growth in New England:
Silverback strengthened the foundation of Long Roofing’s website and researched specific keywords to capture new search opportunities with compelling, educational content
The Long Roofing and Silverback SEO team worked together to assess and update the website’s technical foundation as well as build out the new local listing for market expansion.
Silverback’s SEO and Content team collaborated to build out new local pages and educational content based on long-tail keyword research to capture relevant audiences in the NE market.
Silverback built and scaled targeted campaigns based on new market expansion needs while helping Long Roofing to analyze performance at each stage of the customer journey
Silverback’s Paid Media team built highly targeted, research-based campaigns on Google, Bing, Facebook, and Instagram to drive leads in the New England market. Long Roofing and Silverback’s Analytics team worked closely to tie campaign web conversions directly to appointments, sales and revenue using their internal CRM. Connecting all the requisite data platforms and technologies was no simple task, but the insights were game-changing. A better understanding of the customer purchase path illuminated areas to optimize internal sales processes and marketing campaigns.
Tactics included: Landing Page/Website Updates, Ad Copy Testing, New Platform Expansion, Ad Format Testing, Audience Testing/Refinement
Silverback designed a conversion-oriented web user experience to maximize visibility and lead volume
Together, Long Roofing and Silverback connected all of the platforms and technologies to map the customer journey. Web-based analytics gave the team clarity of how Long Roofing’s website and landing pages should be designed to maximize lead generation in all markets. Use of mobile-first designs as well as prominent CTAs, forms, and clickable phone numbers resulted in increased leads and ultimately revenue.
The Consumer Services Marketing Program:
Research-Focused SEO:
Audience research examines why users search for organizations like you. These insights guide content creation and website development to attract qualified search traffic.
Paid Media Expertise:
As a Google Partner, our paid media team has platform expertise and stays current on industry best practices. We also work closely with in-house content, creative and analytics teams that allows clients to iterate and rapidly improve campaigns.
Conversion-Focused Website:
The conversion point of digital marketing campaigns is critical. Strong editorial content and clear conversion pathways help users navigate your website and take action.
