Alco Case Study

Executive Summary

Alco Windows & Doors came to Rizen with a Wordpress website that was not generating many leads for them. Alco decided that they needed expert advice with an experienced agency that understood how to grow their business using the latest marketing methodologies and tactics. Alco Windows & Doors engaged Rizen for Inbound Growth Services to include SEO, Email Marketing, Automation, Growth-Driven Design/Conversion Optimization, Social Media Strategy, Content Creation, Buyer Persona research, as well as Paid Advertising campaign development and management (Facebook, and Google Ads). Rizen followed the Inbound methodology for Design and Marketing. We outlined the buyer personas, helped analyze Qualitative feedback from Homeowners and other Customer demographics, and created content for the buying stages of the website visitors. This allowed for the design, content, and PPC ads to be specifically targeted towards getting the most conversions. The content also included videos designed to educate. Custom setup of the Alco Windows and Doors Hubspot and custom integrations were created to automate their entire sales cycle.

 

10x Revenue

 
From 500K to 5 million in revenue in under 3 years!

15x Increase

 
From 5 leads to 75 leads a month. From June 2018 to Feb 2020, average leads increased 15 times!

1000+ Leads

 
Number of leads generated!

The Challenge

 

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    Never worked with a marketing agency before

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    Generating leads but needed to significantly increase the volume to be able to scale the organization with their proven process, The Alco Way

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    Social Media posting was random whatever was “felt” at the moment

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    Never did paid advertising (Google Ads, Facebook/Instagram, LinkedIn)

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    No processes and systems to track and follow up with leads

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    No defined buyer personas and no content was being written around searches, target market, or buying stages

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    No follow up sequences for leads received, causing loss in sales through lack of follow up

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    No video assets to support branding and marketing initiatives

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    No A/B testing strategy in place

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How Rizen Helped

 
  • Using Hubspot

    Using Hubspot in 2018-2020

    HubSpot immediately started providing a picture on traffic sources, keywords and referral websites. Alco Windows and Doors was not tracking leads with any CRM. Through the implementation of the Hubspot CRM, they are more organized and started the process of creating closed-loop reporting. Rizen created automated workflows and sales sequences to reduce the time spent working per lead and increase conversions. Rizen also provided the training and support needed to implement best practices for sales and systems to help them continue to grow.

     

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    Implemented Social Media Marketing 

    Alco Windows & Doors had a message they wanted to communicate and Rizen consulted on how to create a social messaging strategy in 2018 using PR (Public Relations and Media Companies / Inbound methodologies. The result is a growing fan base and a targeted messaging strategy. All Alco Impact Windows & Doors social profile is run and managed by Rizen.

     

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    Created SEO Blog Marketing Strategy

    Alco Windows & Doors needed to create educational content and Rizen created a blogging strategy that led to increase of 200 sessions a month to 3,000 sessions of highly relevant traffic
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    Implemented Email Marketing & Workflows with the Hubspot CRM 

    Alco Windows & Doors was not efficiently following up with leads and Rizen created a series of automations and process improvements to help follow up with leads. Using Hubspot Marketing, Alco Windows & Doors began to organize their database creating lists, adding contacts to workflows to see how they were reacting to the marketing activities. Live Staff training and ongoing support is provided.  

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    General Business Consulting & Reporting

    Alco Windows & Door’s steady growth led them to seek our advice on managing their growing business. Rizen began to report on cost per lead, cost per acquisition and helped set SMART quarterly goals to help growth. Custom reporting dashboards were created to report on sales, sales employee performance and more!

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    Implemented Google, Linkedin and Facebook PPC using Inbound Methodology

    › Per Click strategy was implemented on Google Adwords that instantly started generating leads.

    › Call Tracking / Conversion Tracking through Google was implemented to help optimize the bid process. 

    › Remarketing text and image ads were implemented with unique messages for each persona with Custom Audiences within Google Analytics and Hubspot.

    › Many custom landing pages were developed using best practices. Landing pages were as narrow as keyword specific to increase relevancy to reduce cost per lead overall.

    › Also implemented was a paid strategy to target buyer personas within Facebook ads. A video was used in conjunction with static image ads to target and educate the Homeowner and General Contractor type of personas.  
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    Buyer Persona Development & Conversion Rate Optimization

    Rizen helped collect survey data from their database and website traffic to further define Homeowner, Property Manager, General Contractor and other personas.

    › Rizen also tested different page designs using Visual Website Optimizer and Hubspot with multiple winning variations and designs increased website conversions, inceasing leads by as much as 3x!

 

  • i

    Sales Consulting & Training

    Rizen provided training staff and assisted the team in the utilization of Hubspot and marketing initiatives. Rizen also provided Sales Consulting from a Sales Manager and continues to provide support to staff.

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Inbound Marketing Results

Incredible Results

By implementing all elements of an Inbound Marketing strategy, Cargobot was able to generate 600+ carrier leads and 15+ highly valuable shipper leads in just 4 months! Through year 3, Cargobot has over 15,000 Carriers in their database and growing! It is one of the fastest and most exciting tech companies in Miami. Cargobot is becoming more efficient at managing their leads, increasing conversion rates, and scaling their delivery of services using Hubspot Sales and Hubspot Marketing CRM.

Through consulting and incredibly fast results, Cargobot is changing their Marketing approach to include Inbound. The entire organization is on board with Rizen and is growing at a fast and sustainable rate.

 

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Marketing is now more clear for Alco.

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