Dan Rolli of American Drain Cleaning & Plumbing contacted us with a challenging proposal. He knew the power of the internet as it relates to new service leads, but didn't have a large budget to develop a comprehensive internet marketing plan. The business had an excellent reputation with corresponding positive reviews on several local listing sites. It had also won the Angie's List Super Service Award every year since 2009. As a result, Loebig Ink technology group partners decided that the business was well positioned for developing a new model for a comprehensive intenet marketing approach. A shared revenue strategy was developed with limited upfront costs to the client that resulted in a comprehensive marketing strategy for American Drain Cleaning and a share in business profits for the Loebig Ink technology group.

The Challenge:

1. American Drain Cleaning had no less than three different websites promoting their services
2. Two of these website domains were not owned by the company
3. YouTube accounts were created, but were not controlled by the company
4. A new, cleaner and primary website needed to be developed
5. Review sites needed to be claimed by the business
6. An SEO strategy needed implementation
7. Social media was not currently being utilized

The Process:

The Six Sigma DMAIC methodology was used for this project since a marketing approach and website was already in place and the scope was significant in size and complexity.

1. Define the problem and project goals
   
   • Problem:
     • Multiple websites with inaccurate and/or out of date information.
     • Some domain names, several local listings and a YouTube account were not owned or controlled by the business.
     • Some local web listings, including Google Places, had inaccurate information and were not under the business' control
     • Google Adwords account was not setup correctly. One campaign targeted Canada and the other targeted the entire US. Only six keywords were identified for clicks. Both adword campaigns pointed to a 100% flash website that was out of date and not in the businesses control.
   • Key Activities/Goals:
     • Create a new professional website on a domain under the businesses control
     • Gain control over all domains and local listings and include consistent business information and branding
     • Implement a comprehensive Search Engine Optimization (SEO) strategy
     • Implement a targeted advertising strategy
     • Implement a call tracking solution to capture leads
     • Evaluate and recommend additional business solutions as the company grows, e.g. a call center for handling the increase in phone calls, expanded human resource functions, etc.
     • Increase phone and web-based leads
     • Increase revenue
2. Measure key aspects of the current process and collect relevant data
   
   • Google Docs was used to track, collaborate and communicate progress towards key goals.
   • A metrics document was developed to capture key analytical data including phone call and web leads, click through rates, ad performance and cost data.
3. Analyze the data, investigate cause/effect relationships and root cause
   
   • Results of Google Analytics, Adwords, call tracking, SEO and other measures were analyzed and used to adjust strategies and were communicated with the client.
4. Improve the current process based on data analysis
   
   • Several processes were improved as a result of the strategy
     • Monthly Craigslist Ads were developed
     • Google Adwords were monitored and adjusted regularly
     • Local listing updates were scheduled and maintained
     • Internet Coupons were maintained and used in ad strategies and social media
     • Regular website updates were made highlighting recent awards and reviews
5. Control the future process using control systems and process monitoring
   
   • Listening tools such as Hoot Suite and Google Alerts helped with controlling American Drain Cleaning's internet reputation.
   • Regular reporting, tracking and client conversations helped ensure results were being communicated and new ideas were being tested and implemented.

Initial Results:

1. Consistent branding of the business across the internet
2. Increases in web traffic, phone call and internet leads
3. Dramatic increases in Google search ranking for targeted keywords

Since this strategy is currently in development, longer term business results are in process and will be posted here as they occur! Stay tuned!