B2B & B2C Lead Generation Digital Transformation

Vork Brothers Painting

Obstacle

Vork Brothers Painting, a premier residential and commercial painting company, had established a strong local brand presence in West Michigan. Despite their reputation for high-quality services, they faced incremental sales growth and low-quality lead generation, and relied heavily on referrals. Their digital presence was unoptimized and their sales processes were outdated, hindering potential market expansion and efficient customer acquisition.

The primary challenge was to transform Vork Brothers’ digital marketing strategy to drive better lead quality and increase conversion rates. Their existing CRM system failed to capture and nurture leads effectively, leading to missed sales opportunities. Additionally, they struggled to measure the ROI of their marketing efforts, making it difficult to justify spend and optimize strategies.

Solution

Competitive Analysis: Analyzed competitors to find top marketing channels.

Channel Identification: Chose effective channels based on customer data.

Strategic Marketing Plan: Focused on high-ROI channels.

PPC Campaigns: Developed and optimized Facebook and Google ads.

Website and CRM: Enhanced website and CRM for better conversions.

Content Development: Created content across digital and traditional platforms.

Seasonal Strategies: Used seasonal promotions for lead generation.

Scope

Marketing Strategy
Messaging Development
Facebook Advertising Campaigns
Google Search Advertising Campaigns
Google Local Service Advertising Campaigns
Website Conversion Rate Optimization
CRM Buildout and Ongoing Optimization
EDDM Mailing Campaign
Detailed keyword strategy for Local SEO and integrated PPC.

Marketing Strategy

Every effective campaign is built on a robust, data-driven foundation. The Vork Brothers Painting strategy incorporates insights from Vork’s brand narrative, emphasizing key messages tailored to their audience, informed by analyses of ideal customer profiles. It further enriches these insights with customer testimonials, website engagement metrics, social media interactions, and competitive analyses, both locally and against national competitors with multiple presences.

Where Data Meets Dedication

At Symposia, we don't just collect data; we obsess over it. Our team of marketing experts, data analysts, and AI specialists dive deep into your business metrics to uncover insights that drive real growth. We believe that every decision, from the overarching strategy to the tiniest design detail, should be grounded in solid data.

The result? Marketing campaigns that don't just look pretty, but actually move the needle.

A Breath of Fresh Air

We're not your typical marketing agency. We've stripped away the fluff and the long-winded contracts to offer a simple, transparent approach. When you partner with Symposia, you can expect results wthout all the baggage that comes with traditional agency models.

What to Expect

Experience Ease & Efficiency

Our straightforward process is designed to take the complexity out of marketing, allowing you to focus on what matters most - your business. From effortless onboarding to personalized support, we're here to streamline your journey to marketing success.

Effortless Onboarding

Getting started with Symposia is a breeze. Simply sign up for our Core Unlimited subscription, choose your desired add-ons, and we'll assign you a dedicated Project Manager to guide you through the process.

Swift Turnarounds

We pride ourselves on delivering quick results. Most requests are completed within two to four days, while more complex projects may require additional time. You'll always be informed of the estimated completion time for each request.

No Long-Term Commitments

We believe in earning your business every month. With our flexible month-to-month pricing, you can pause or cancel your subscription at any time, giving you the freedom to scale your marketing efforts as needed. 

Your Vision, Your Assets

At Symposia, we create designs and marketing work that belong entirely to you. If a design doesn't meet your expectations, we'll continue refining it until you're completely satisfied.

Customized Strategies

Not sure where to start? Our Audit & Assessment service aligns your marketing strategy with your business objectives, providing valuable insights and recommendations to optimize your branding, marketing, and design.

Personalized Support

Your dedicated Project Manager is your single point of contact, always available to assist you, answer questions, provide guidance, and ensure the smooth progress of your projects throughout the entire process.

Organic Social Media
Primarily focused on Facebook for B2C engagements.
Facebook Advertising
‍Implemented brand awareness and remarketing strategies to optimize B2C lead generation.
Google Search Ads
‍Utilized for conversion-focused advertising, targeting highly relevant local keywords.
Landing Page Optimization
‍Tailored landing pages for both residential and commercial service keywords to enhance conversion.
Seasonal Promotional Campaigns
Strategic promotional periods identified to amplify lead generation during low activity seasons.

Google Search

Key Focus
Targeting highly specific local keywords relevant to the painting industry in Holland, Hudsonville, and Zeeland, Michigan. In Q4 of 2023, Vork Brothers expanded their keyword strategy into the Grand Rapids market, implementing a similar localized targeting approach.Optimization tactics involved continuously refining keywords to enhance ROI, alongside reducing reliance on high-CPA keywords that were yielding low conversion rates, thereby improving overall returns.

B2B Initiative
In Q4 2023, we strategically boosted Vork Brothers Painting’s B2B presence. Our approach involved meticulously selecting high-impact keywords through SEO analyses and seamlessly integrating them into their existing Google Search campaigns to enhance keyword relevance and search visibility. We also refined targeted landing pages, optimizing them specifically for commercial painting services to effectively attract and engage business clients.

Integrated Facebook PPC & EDDM Campaigns

We determined that the B2C segment was highly active on Facebook using in-depth user behavior analysis and persona development. Leveraging this insight, we utilized Facebook advertising to boost general brand awareness and drive seasonal promotional campaigns.  Our A/B testing demonstrated that promotional content was exceptionally effective, generating 30% more leads than typical service promotions, which traditionally yielded an 50% higher CPA. This data informed our strategy for more targeted campaigns.

We integrated our Facebook advertising campaigns with Every Door Direct Mail (EDDM) initiatives to create a cohesive marketing strategy. This approach involved embedding trackable QR codes within mail flyers, which were sent to targeted demographics identified through our Facebook insights. The QR codes linked to exclusive offers, enhancing customer engagement by providing a seamless transition from physical to digital interaction.

Where Data Meets Dedication

At Symposia, we don't just collect data; we obsess over it. Our team of marketing experts, data analysts, and AI specialists dive deep into your business metrics to uncover insights that drive real growth. We believe that every decision, from the overarching strategy to the tiniest design detail, should be grounded in solid data.

The result? Marketing campaigns that don't just look pretty, but actually move the needle.

A Breath of Fresh Air

We're not your typical marketing agency. We've stripped away the fluff and the long-winded contracts to offer a simple, transparent approach. When you partner with Symposia, you can expect results wthout all the baggage that comes with traditional agency models.

What to Expect

Experience Ease & Efficiency

Our straightforward process is designed to take the complexity out of marketing, allowing you to focus on what matters most - your business. From effortless onboarding to personalized support, we're here to streamline your journey to marketing success.

Effortless Onboarding

Getting started with Symposia is a breeze. Simply sign up for our Core Unlimited subscription, choose your desired add-ons, and we'll assign you a dedicated Project Manager to guide you through the process.

Swift Turnarounds

We pride ourselves on delivering quick results. Most requests are completed within two to four days, while more complex projects may require additional time. You'll always be informed of the estimated completion time for each request.

No Long-Term Commitments

We believe in earning your business every month. With our flexible month-to-month pricing, you can pause or cancel your subscription at any time, giving you the freedom to scale your marketing efforts as needed. 

Your Vision, Your Assets

At Symposia, we create designs and marketing work that belong entirely to you. If a design doesn't meet your expectations, we'll continue refining it until you're completely satisfied.

Customized Strategies

Not sure where to start? Our Audit & Assessment service aligns your marketing strategy with your business objectives, providing valuable insights and recommendations to optimize your branding, marketing, and design.

Personalized Support

Your dedicated Project Manager is your single point of contact, always available to assist you, answer questions, provide guidance, and ensure the smooth progress of your projects throughout the entire process.

Optimized Landing Page + EDDM Mailing Campaign

LOCAL SEO BOOST

To enhance local SEO and improve regional visibility, we developed a dedicated local landing page for Vork Brothers Painting. This page prominently displays the various areas they service, providing detailed information about their offerings in each specific region. By integrating geo-specific keywords and content tailored to local audiences, the landing page effectively captures the attention of potential customers searching for painting services within those locales.

Where Data Meets Dedication

At Symposia, we don't just collect data; we obsess over it. Our team of marketing experts, data analysts, and AI specialists dive deep into your business metrics to uncover insights that drive real growth. We believe that every decision, from the overarching strategy to the tiniest design detail, should be grounded in solid data.

The result? Marketing campaigns that don't just look pretty, but actually move the needle.

A Breath of Fresh Air

We're not your typical marketing agency. We've stripped away the fluff and the long-winded contracts to offer a simple, transparent approach. When you partner with Symposia, you can expect results wthout all the baggage that comes with traditional agency models.

What to Expect

Experience Ease & Efficiency

Our straightforward process is designed to take the complexity out of marketing, allowing you to focus on what matters most - your business. From effortless onboarding to personalized support, we're here to streamline your journey to marketing success.

Effortless Onboarding

Getting started with Symposia is a breeze. Simply sign up for our Core Unlimited subscription, choose your desired add-ons, and we'll assign you a dedicated Project Manager to guide you through the process.

Swift Turnarounds

We pride ourselves on delivering quick results. Most requests are completed within two to four days, while more complex projects may require additional time. You'll always be informed of the estimated completion time for each request.

No Long-Term Commitments

We believe in earning your business every month. With our flexible month-to-month pricing, you can pause or cancel your subscription at any time, giving you the freedom to scale your marketing efforts as needed. 

Your Vision, Your Assets

At Symposia, we create designs and marketing work that belong entirely to you. If a design doesn't meet your expectations, we'll continue refining it until you're completely satisfied.

Customized Strategies

Not sure where to start? Our Audit & Assessment service aligns your marketing strategy with your business objectives, providing valuable insights and recommendations to optimize your branding, marketing, and design.

Personalized Support

Your dedicated Project Manager is your single point of contact, always available to assist you, answer questions, provide guidance, and ensure the smooth progress of your projects throughout the entire process.

UX + SEO Optimized Website Pages

To further refine Vork Brothers Painting’s online presence, we optimized their residential and services web pages by strategically integrating more local keywords. This process involved a detailed analysis of search trends and user behavior within their service regions. We updated content on these pages to include specific location-based terms that potential customers are likely to use when searching for painting services in their area.

This also included UX optimizations throughout the website such as mini menus with iconography for improved navigation.

Where Data Meets Dedication

At Symposia, we don't just collect data; we obsess over it. Our team of marketing experts, data analysts, and AI specialists dive deep into your business metrics to uncover insights that drive real growth. We believe that every decision, from the overarching strategy to the tiniest design detail, should be grounded in solid data.

The result? Marketing campaigns that don't just look pretty, but actually move the needle.

A Breath of Fresh Air

We're not your typical marketing agency. We've stripped away the fluff and the long-winded contracts to offer a simple, transparent approach. When you partner with Symposia, you can expect results wthout all the baggage that comes with traditional agency models.

What to Expect

Experience Ease & Efficiency

Our straightforward process is designed to take the complexity out of marketing, allowing you to focus on what matters most - your business. From effortless onboarding to personalized support, we're here to streamline your journey to marketing success.

Effortless Onboarding

Getting started with Symposia is a breeze. Simply sign up for our Core Unlimited subscription, choose your desired add-ons, and we'll assign you a dedicated Project Manager to guide you through the process.

Swift Turnarounds

We pride ourselves on delivering quick results. Most requests are completed within two to four days, while more complex projects may require additional time. You'll always be informed of the estimated completion time for each request.

No Long-Term Commitments

We believe in earning your business every month. With our flexible month-to-month pricing, you can pause or cancel your subscription at any time, giving you the freedom to scale your marketing efforts as needed. 

Your Vision, Your Assets

At Symposia, we create designs and marketing work that belong entirely to you. If a design doesn't meet your expectations, we'll continue refining it until you're completely satisfied.

Customized Strategies

Not sure where to start? Our Audit & Assessment service aligns your marketing strategy with your business objectives, providing valuable insights and recommendations to optimize your branding, marketing, and design.

Personalized Support

Your dedicated Project Manager is your single point of contact, always available to assist you, answer questions, provide guidance, and ensure the smooth progress of your projects throughout the entire process.

Looking Ahead

Expansion to Traverse City (2024): Vork Brothers is actively expanding its operations to Traverse City. Symposia is currently developing a comprehensive go-to-market strategy to support this new venture, aiming to replicate and adapt Vork’s successful service model in this new location.

Development of WeWash (2024-2025): Vork integrated Symposia into their strategic planning to develop WeWash, a sister company designed to serve as an additional lead generation channel. This initiative enhances Vork’s overall service strategy by diversifying its business and customer reach.

Results

This transformation not only refined Vork Brothers Painting’s approach to digital marketing but also set a scalable foundation for continued growth and market expansion.

YEAR OVER YEAR GROWTH

2022
8 won deals from Marketing

2023
82 won deals from marketing
38% of won deals was attributed to marketing
22.04% conversion rate of leads to deals won

2024 YTD (January-May)
42 won deals from Marketing
39% of won deals was attributed to marketing
20% conversion rate of leads to deals won

FACEBOOK
$55.51

average CPA for promotional campaign

30%

higher lead conversion rate on promotional campaigns vs regular service campaigns

GOOGLE ADS
2023

Leads Generated - 258
Average CPA $94.11 (achieved below target goal of $115.00)

2024 YTD

Leads Generated - 183
Average CPA $110.76 (achieving below target goal of $115.00)

Google Ads outperformed referrals, previously the largest lead driver, by generating 160.61% more leads attributed to Google Search than referrals since the company partnered with Symposia.

Where Data Meets Dedication

At Symposia, we don't just collect data; we obsess over it. Our team of marketing experts, data analysts, and AI specialists dive deep into your business metrics to uncover insights that drive real growth. We believe that every decision, from the overarching strategy to the tiniest design detail, should be grounded in solid data.

The result? Marketing campaigns that don't just look pretty, but actually move the needle.

A Breath of Fresh Air

We're not your typical marketing agency. We've stripped away the fluff and the long-winded contracts to offer a simple, transparent approach. When you partner with Symposia, you can expect results wthout all the baggage that comes with traditional agency models.

What to Expect

Experience Ease & Efficiency

Our straightforward process is designed to take the complexity out of marketing, allowing you to focus on what matters most - your business. From effortless onboarding to personalized support, we're here to streamline your journey to marketing success.

Effortless Onboarding

Getting started with Symposia is a breeze. Simply sign up for our Core Unlimited subscription, choose your desired add-ons, and we'll assign you a dedicated Project Manager to guide you through the process.

Swift Turnarounds

We pride ourselves on delivering quick results. Most requests are completed within two to four days, while more complex projects may require additional time. You'll always be informed of the estimated completion time for each request.

No Long-Term Commitments

We believe in earning your business every month. With our flexible month-to-month pricing, you can pause or cancel your subscription at any time, giving you the freedom to scale your marketing efforts as needed. 

Your Vision, Your Assets

At Symposia, we create designs and marketing work that belong entirely to you. If a design doesn't meet your expectations, we'll continue refining it until you're completely satisfied.

Customized Strategies

Not sure where to start? Our Audit & Assessment service aligns your marketing strategy with your business objectives, providing valuable insights and recommendations to optimize your branding, marketing, and design.

Personalized Support

Your dedicated Project Manager is your single point of contact, always available to assist you, answer questions, provide guidance, and ensure the smooth progress of your projects throughout the entire process.

Get Started With Symposia

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