This client, the largest manufacturer of swimming pool components in North America, was seeking to generate a significant volume of consumer leads to disseminate to its base of dealers.
We developed and implemented a digital lead generation program that included:
- A display ad program targeting consumers seeking pool products; people with large spendable income for luxury items; and people concerned with safety (e.g., moms).
- Ads appeared on over 1,000 premier websites including Better Homes & Gardens, iVillage.com, Parents.com and HGTV.com.
- The display campaign was interlinked with a Pay Per Click keyword campaign through Google’s ad network. The program was monitored and adjusted daily for maximum performance.
- An aggressive SEO/social marketing program that included consistent submission of new materials to Twitter, Facebook, YouTube, Flickr, Pinterest, Tumblr and other premier social sites, and optimization of delivery systems to ensure all materials were interlinked, keyword tags were customized based on article or media, and new members were managed daily.
Through the seasonal selling period for pool products (YTD thru Sept.), our program produced a year-over-year growth in consumer leads of 35%.