Energy Industry Case Study

Overview

This case study demonstrates the power of a holistic PPC and SEO strategy that delivered traffic and lead conversion increases during COVID-19, an unprecedented pandemic that has greatly altered consumer search behavior.

This regional energy supplier provides a wide variety of services and products to both consumers and businesses. Services include electricity, home heating oil, propane, farm fueling and more.

Background

Creative Website Marketing has worked with this company for several years. The goals for this year are to drive more traffic and leads, by integrating paid advertising and organic efforts supported by social media and email marketing automation.

Managed Solutions – PPC and SEO

The challenge after the coronavirus emerged in March was to pivot the marketing strategy, shifting more of the marketing budget to digital in order to achieve aggressive 2020 goals. Data from a PPC and SEO Audit led to the following strategy implementations:

• Development of quarterly milestone goals
• Integration of zip code targeting to PPC search campaigns to target audiences most likely to convert and make a purchase
• Optimization of key Google My Business profiles to improve organic performance on that platform
• Improve regional SEO using a proven geo-targeting strategy
• Increase upper funnel organic traffic and brand engagement by improving blog content with video, images and quality topics
• Utilize display campaigns with custom audiences to promote quarterly offers, increasing brand awareness and driving website traffic

The marketing pivot in March for the “new normal” has yielded steady traffic improvements year over year (Y/Y), shown in the graph below. Result highlights include:

• +71% increase in website traffic
• +86% increase in Google Ads leads
• +17% increase in overall form lead volume

Key Takeaways

Creative Website Marketing has an advantage over competitors, with extensive experience (28 years in Digital Marketing) across multiple industries, so we are on the forefront of what’s currently working in SEO, PPC and Content Marketing.

The energy industry is highly competitive, with large and local competitors that target multiple audiences, so achieving 1st page visibility on search engines is challenging and ever changing. Our monthly managed digital marketing packages allow us to monitor results using a flexible approach to implement ongoing improvements that keep your business competitive online.

Our proven digital marketing strategy can help your business achieve the search visibility needed to win new customers. Request your proposal today.