Residential Improvements

Mr Swirl

The Friendly Plumber in British Columbia

Established in British Columbia in 1999, Mr. Swirl provides top quality, fast, friendly plumbing installation, maintenance, and repairs for plumbing and drainage needs in lower mainland and fraser valley. Services includes explaining the pros and cons of each option so that cutomers can make an informed decision.

Team.

Business Development Manager

Sales Personnel

Website Admin

Public Relation Manager

Project Timeline.

2023

Project Overview

The Challenge.

The saturation of plumbing businesses poses a considerable challenge for Mr. Swirl. Amidst intense competition for neighbering customers, the inherent difficulties are compounded by the business’s smaller scale and limited manpower.

The decline in organic website traffic has resulted in a significant loss of market share to rivals. Notably, Mr. Swirl’s renovation services, a lucrative service of its offerings, suffers from underrepresentation and insufficient advertising, leading to a revenue stream primarily dependent on smaller-scale projects.

The Goal.

Our goal was to augment the digital presence of our plumbing enterprise and gain new customers in the Vancouver area. This entailed a deliberate focus on elevating our standing in Search Engine Optimization (SEO) and search marketing domains. Our strategic initiative was centered around optimizing online content to secure a prominent position in search engine results, ensuring heightened visibility for our comprehensive plumbing services. We also aimed to get people more interested in what we do on Instagram and YouTube, trying to be a go-to source for our specialized services.

My Role.

In my capacity as the digital marketing manager, my primary responsibility centered around enhancing the company's visibility across search engines and social media platforms. To achieve this, I undertook a comprehensive approach to Search Engine Optimization (SEO) and Search Engine Marketing (SEM), strategically optimizing online content to secure a prominent position in search engine results. Simultaneously, I curated and executed social media strategies on platforms such as Instagram and YouTube.

Additionally, I spearheaded our Email Marketing initiatives, developing and executing campaigns that fostered customer engagement, brand loyalty, and lead generation. Through the strategic integration of email marketing into our overall digital strategy, we aimed to maintain regular communication with our audience, providing them valuable insights, promotions, and updates on our plumbing services.

In addition to this, I also take charge of:

Video Creation & Marketing

I proactively took initiatives to record and edit videos by venturing onto job sites. This hands-on approach allowed me to capture authentic moments and tailor content that showcased our work in a compelling manner. Integrating these on-site experiences into our video marketing efforts further enriched the content, offering a genuine portrayal of our services and contributing to the overall success of our promotional videos, particularly on Instagram.

Website Optimization

I played a role in implementing essential modifications for website optimization. This involved a comprehensive assessment of the website's performance, user experience, and overall functionality. I identified areas for improvement and executed strategic changes to enhance the site's speed, navigation, and responsiveness. I ensured the seamless integration of SEO best practices, meta-tags optimization, and other on-page elements to boost the website's search engine visibility.

Landing Page Design

My role extended to the strategic creation of landing pages, specifically tailored for Search Engine Marketing (SEM) campaigns. I diligently designed and optimized these pages to align seamlessly with the targeted keywords and ad content, ensuring a cohesive and compelling user experience. I aimed to maximize conversions by delivering a streamlined journey from ad click to desired action.

Content Marekting

The process kicked off with thorough keyword research. Subsequently, I seamlessly integrated these keywords into the articles, ensuring a natural and contextually relevant usage throughout the content. Additionally, with a focus on lead generation, I inserted at least two call-to-action (CTA) boxes in each article, aligning them with the respective topics to prompt readers to take actionable steps, such as obtaining estimates or reaching out to the company for further information.

My Tools.

My Approach.

Discovery & Brainstorming

I kicked things off by sitting down with the business owner, admin, and public relations manager to delve into stakeholder expectations regarding our digital marketing practices. Our discussion covered:

Business Goals: Discussing short-term and long-term objectives for the company.

Challenges: Identifying and addressing current challenges and obstacles.

Target Audience: Refining or expanding the target audience to enhance market reach.

Marketing Strategies: Brainstorming new marketing approaches or refining existing ones.

Product/Service Promotions: Exploring ideas for improving or promoting certain service offerings.

Competitor Analysis: Evaluating the competitive landscape and identifying areas for differentiation.

Budget Allocation: Discussing budget distribution for marketing and other initiatives.

Metrics and Measurement: Determining key performance indicators (KPIs) to measure the success of implemented strategies.

Website Audit & Analysis

I dove into Google Analytics to gain a thorough insight into the website’s performance and pinpoint areas for enhancement. Utilizing both Google Analytics and SEMrush, I analyzed user activities to identify engaging pages and sections driving desired actions. The analysis culminated in gathering valuable stats and insights, providing a roadmap for website improvements to boost conversions and enhance credibility for our services.

What i have delved into:

New & returning users
Most popular landing pages
Events (signups, CTA clicks, scroll, Calls)
User journey using Funnel Exploration and Path Exploration of GA4
Meta description, Titles
Keywords research and audit
Page speed, Crawling errors, Broken Links
Structured data markup
Site Structure & Navigation

My findings:

The growth of new users has remained stagnant on a month-to-month basis.
The low percentage of returning users is understandable given the nature of the business, often catering to emergency situations.
Upon analyzing the user journey, a notable trend emerged – a significant portion of users exit the page without taking any action or inquiring about services, indicating the ineffective utilization of webpage elements.
The homepage grapples with slow loading times attributed to large content files stored on the server and the adverse impact of numerous animated widgets.
The elements on the homepage lack optimization for mobile users, appearing disproportionately small and compromising readability.

Instagram Account Audit

I’ve conducted a thorough analysis of the Instagram account to ensure alignment with the brand’s identity and effective message communication. By scrutinizing engagement metrics—likes, comments, and shares—I’ve pinpointed the posts generating the highest interaction, gaining insights into content effectiveness. Furthermore, I’ve delved into understanding the post types that resonate most with our audience to tailor our content strategy accordingly.

My Audit Includes:

Examine the demographics of the follower base using Instagram Insights.
Identifying peak engagement times
Assessing the effectiveness of hashtag usage
Evaluating the use of Instagram Stories and Reels for engagement.
Checking the completion rates of Stories and assess the impact of Reels on overall reach.
Monitoring follower growth over time and identify spikes or declines.
Conducting a competitive analysis by reviewing the Instagram accounts of competitors.
Checking how effectively the account responds to comments, direct messages, and engages with the audience.
Reviewing the content calendar and planning process to ensure alignment with marketing goals.

My findings:

Upon delving into audience insights, a striking revelation emerged – a significant portion of engagements is originating from areas beyond our service zones, with a considerable influx from the USA.
Inconsistencies in the posting schedule, both in terms of days and times, have resulted in substantial performance variations among posts, rendering analytics less dependable.
While the majority of posts rely on images, it’s noteworthy that the highest engagements stem from Reels and Videos.
A discernible trend in the industry indicates competitors leveraging Reels and Stories regularly, a strategy not currently employed by Mr. Swirl.
Follower growth has plateaued over the last quarter, signaling the imperative need for a shift in the strategies applied thus far.
In terms of community engagement, there’s room for improvement, as responses to comments lack timeliness and personalization, hindering the creation of a sense of community among the audience.

Google Ad Account Analysis

Approaching the audit of a Google Ads account for a plumbing company, I begin with a comprehensive review aimed at optimizing campaign structure and effectiveness and maximizing ROI.

Next, I delve into the ad copy and creatives, assessing their impact and refining messaging for stronger calls-to-action.
Keyword analysis follows, scrutinizing relevance and performance while identifying opportunities for refinement.
Quality Score and bid management are examined to enhance overall ad visibility and efficiency.
I verified the accuracy of conversion tracking and assess geotargeting settings to pinpoint and optimize reach within the desired service areas.
I conduct a thorough competitor analysis, keeping an eye on industry trends and adjusting budget allocations accordingly.
Finally, I review landing page experiences to guarantee they align with user expectations and are geared towards maximizing conversions.

My findings

The absence of ad set structuring based on services is impeding the ability to discern the highest demanded services, as they are all lumped into one set.
The inclusion of numerous, irrelevant keywords in the ad group is limiting the company’s budget utilization to its full potential.
Ad schedule bidding is not optimized to capitalize on peak times and days.
The Click-Through Rate (CTR) falls below the industry benchmark, and the lack of ad copy variation hinders the understanding of optimal content.
Auction insights analysis revealed that Mr. Swirl holds a low market share compared to key rivals in the Absolute Top of The Page Rate
The absence of conversion metrics for signups and service inquiries limits the ability to track and optimize key interactions effectively.

Strategy & Implementation

Website Optimization and Technical SEO

After running thorough analysis Ive started by fixing crawl errors, 404, page speed, etc. previously identified by Google Search Console. Next i have established string internal linking structure for easier navigation and to increase page views per sessions.

Additionally i have optimized all pages for mobile responsiveness in WordPress. Company’s website was built in Divi Template which gave me the flexibility to add on widgets and layout just for mobile screen.

Here is the list of what other steps i took:

Using descriptive URLs and organizing contents into categories
Implemented Structured Data Markup (Schema) to provide additional context to search engines
Enhanced the display of rich snippets in search results
Added meta directives like “noindex”, “nofollow” and “noarchive” to control the way search engines interact with website

Content Generation and Video Marketing

Recognizing the declining organic traffic on Mr. Swirl’s website in comparison to competitors, I devised and executed a comprehensive content marketing plan to bolster our organic search visibility.

Initiating the process, I defined objectives and targeted audiences, establishing clear content goals aligned with audience needs.
Leveraging Google Keyword Planner and PeopleAlsoAsked, I identified pertinent keywords and incorporated frequently searched questions into our articles.
This strategic approach resulted in the creation of over 15 high-quality, substantive pieces, each exceeding 1,500 words.
To maximize content exposure, I employed promotional tactics via Instagram and email marketing channels.
Implementing Google Tag Manager allowed for precise tracking of user activities on the content, and strategic placement of call-to-actions led to a remarkable 45% increase in the organic conversion rate.

Email Marketing

Recognizing the absence of email marketing strategies for enhancing customer loyalty and retention at Mr. Swirl, I took the initiative to develop and implement a robust email marketing plan through the utilization of MailChimp.

Crafting targeted campaigns for both new and existing audiences, I ensured a tailored approach to effectively reach and engage our customer base.
To enhance visual appeal and maximize user engagement, I designed compelling creatives utilizing the capabilities of Canva and Photoshop, contributing to a more impactful and visually appealing email marketing strategy.
i have included clear call to actions to direct recipients on what action to take whether it was a request for job estimate or checking out promotional services
i have designed emails for occasions such as Canada Day, Woman Day, etc.
I have implemented automation for drip campaigns on new and existing clients. if an existing client request for a service an email would have been sent to upsell other services with promotions.
i have leveraged segmentation to send targeted messages to audience based on their history of service inquiries.
I have included surveys and encouraged feedback from customers to understand their satisfaction rate
I have conducted A/B testing on different elements like subject lines, content, creatives and CTAs to determine optimal strategies and refine existing and future campaigns .

Google Ad Account Implementation

I initiated the optimization process by restructuring campaigns into targeted ad groups based on services and locations. Refining key elements such as keywords, negative keywords, ad copies, and bid strategies, I aimed to boost campaign exposure and effectiveness within the allocated budget. Leveraging Google Tag Manager, I implemented precise conversion tracking measures, including signups and inquiry form completions. This strategic move ensures accurate performance tracking, allowing for informed adjustments and improved campaign outcomes.

Actions i took to optimize the account:

Reviewing the performance on different devices and adjusting the bids accordingly
Assessed the geographical performance of ads and adjusted location targeting based on most profitable areas in terms of customer calls.
Regularly updated the list of negative keywords to filter out irrelevant traffic and increase the efficiency if the campaigns
Increased the quality score by improving the relevancy between keywords, ad copies and landing pages
Using SEMrush i have monitored competitors’ strategies and adjusted my approach accordingly

Landing Page Design & Development

After taking a look at landing page data in Google Analytics i have noticed a low interaction on pages thats why i took the initiative to design and develop tailored landing pages for ad campaigns aiming to increase conversion rate and build trust and credibility for users to take a desired action.

this process included:

Creating a headline that grabs attention and clearly communicates the value proposition or main offering.
Using subheadings to provide additional context and guide visitors through the content.
Writing clear and concise copy that communicates the benefits and key information.
Highlighting key selling points and address potential concerns.
Incorporating high-quality images or videos that complement the content.
Designing a prominent and compelling CTA button.
including a form for lead generation and keeping the form fields minimal, asking only for essential information.
Ensuring the landing page is optimized for mobile devices.
Compressing images and minimize unnecessary elements.
Including testimonials, reviews, and trust badges to build credibility and showcasing any relevant certifications or endorsements.
Conducting A/B testing on different elements (e.g., headlines, CTAs) to identify high-performing variations.

Results & Accomplishments

110%

Increase in CTR

35%

Increase in Conversion

60%

Increase in (Abs. Top)

35%

Increase in Engagement

30%

Increase in Followers

30%

Increase in Reactions

80%

Average Session Time

120%

Increase in Total Users

24%