Client Work: Backyard Environments | Case Study -Marketing Portfolio

Backyard Environments in Northlake, Texas enlisted my expertise to construct a contemporary website and orchestrate their continual marketing initiatives. I invite you to explore the comprehensive suite of services I've delivered for them along with the detailed analytical data reports that I've included.

What They Needed:

Backyard Environments is a distinguished provider of luxurious, tailor-made outdoor living spaces in the Dallas/Fort Worth, Texas regions. They sought to revolutionize their online presence with a cutting-edge website that would effortlessly balance functionality and aesthetic appeal on both desktop and mobile platforms. Furthermore, they were in pursuit of a dedicated partner to oversee their continuous marketing endeavors across Google Search, Facebook, and Instagram, with the aim to garner new leads, which could subsequently be converted into loyal clientele for their thriving business.



My Plan Of Action:

I conceptualized a comprehensive, multichannel marketing strategy which incorporated a tactical blend of PPC, Retargeting, and Intent-Based Keyword Search Ads. This combination was designed to generate qualified leads from prospective clients who were actively seeking to enhance their properties with new custom pools, pergolas, outdoor kitchens, or outdoor living spaces.

Prior to initiating the advertising campaign, my first responsibility was to design and implement a website for Backyard Environments. Additionally, I established an email marketing, automation, and CRM platform to empower the potential customers with valuable information, thereby assisting Backyard Environments' sales team. This platform was intended to cultivate and nurture the influx of warm leads generated by our targeted advertising initiatives.

‍

The Work:

Presented below is a comprehensive account of my strategy in website design and marketing for Backyard Environments.

‍

Website:

The website was meticulously crafted with four key objectives in mind:

1. To enlighten potential customers about the diverse range of services that Backyard Environments could provide, thereby making them aware of all available options.
2. To optimize customer acquisition through the integration of clear, concise calls-to-action, strategically placed to elicit prompt responses.
3. To ensure aesthetic brilliance on both desktop and mobile interfaces, achieved by leveraging a responsive design engine that guarantees seamless visual appeal across all platforms.
4. To incorporate subtle, practical animations designed to stimulate the viewer's senses as they navigate through the site, thereby sustaining engagement and enriching the overall user experience.

Watch this quick video walk-through of the website that I built for Backyard Environments:

Email Marketing, Automation, & CRM Platform:

I designed an integration that would promptly alert the sales team each time a prospective client filled out a questionnaire requesting a complimentary quote or project estimate. In the interim between the lead's submission and the sales team's response, an automated system was set to maintain engagement with the warm lead. This strategy is backed by empirical evidence suggesting a significantly higher likelihood of conversion when a company interacts with customer inquiries within the first two minutes of their initiation.

Furthermore, I established an automation to nurture customers who had already made a purchase with Backyard Environments. Over the span of six months, the system would propose various upsells, enhancing the lifetime value of each customer, as they were likely to consider additional complementary services from the company to augment their projects.

The CRM platform served as a visual guide, delineating each lead's journey with the company. This feature was instrumental in assisting the sales team to efficiently track leads, ultimately enabling them to provide superior service.

Google Search Ads:

I relied significantly on Google's keyword-based search ads, a tool known for its exceptional capability in capturing customer intent during active searches. This is particularly effective when potential clients are seeking solutions to their needs, exemplified in search terms such as "Pool Contractors Near Me" or "Outdoor Living Space Designers Near Me."

By adopting a finely tuned keyword strategy, coupled with geotargeting confined to the service radius of Backyard Environments, and complemented by succinct ad creatives, our Google search ads successfully attracted qualified website traffic. This ensured that the leads generated were specifically interested in the range of services offered by Backyard Environments.

Facebook/Instagram Cold Targeting Ads:

My approach towards cold targeting via social media ads pivoted more towards establishing brand awareness, rather than conventional lead generation. This decision was rooted in the understanding that the services provided by Backyard Environments entail substantial commitment, both in terms of time, often surpassing four months, and significant financial investment, given the magnitude of the projects undertaken. These factors inherently lower conversion rates for any lead generation ads run on social media.

While businesses offering low-ticket items often experience high returns on investment with social media ads, I acknowledged that this strategy would not be ideal in this scenario. Instead, our primary objective with social media ads was to enhance visibility and recognition of the Backyard Environments brand within their service area. This awareness would position them prominently in people's minds when considering future backyard enhancements.



Retargeting Ads:

Retargeting ads invariably constitute a crucial component of any successful marketing campaign. I configured the defining trigger for these ads to be the interaction of any visitor with Backyard Environments' website, either as a result of our Google ad campaign or through engagement with our social media ads. This trigger was established recognizing the potential customer's intent to convert, which may not have materialized for various reasons. It was important to remind these individuals that Backyard Environments could potentially offer the optimal solution to meet their needs.

The creatives for the retargeting ads were designed to provide social validation. They comprised photos and videos drawn from the portfolio of projects previously completed by Backyard Environments, showcasing their expertise to potential customers.

The Results Of My Work:

Below is the analysis of data from the past four months of our marketing campaigns.

Website Analysis:

Google Search Ads Analysis:

Meta (Facebook & Instagram) Ads Analysis:

Email Marketing Analysis:

Total Conversions & Return On Investment On Marketing Campaign:

Total Quantifiable New Customers In The Pipeline From My Marketing Campaigns: 59 Verified New Customers (Through Lead Gen Forms) That Are In The Sales Process Currently.

Total Ad Spend (Cost) During This Four Month Marketing Campaign: $8,268.00

Average Cost Per Conversion: $140.13/New Customer

Average Net Profit For Backyard Environments Per New Customer: $25,000.00

-Total Estimated Potential Net Profit As A Result Of This Marketing Campaign: $1,466,732.00-

Over a hundred new calls to the business have originated from the website during this time period along with dozens of Facebook chats as well but I'm unsure how many of those calls/chats were a result of our ad campaigns so those metrics were omitted from this data.

‍

Conclusion:

In executing the marketing strategy and web design for Backyard Environments, my primary objectives were to improve their online presence, enhance lead generation, and optimize customer conversion through targeted advertising and an automated CRM platform. We observed a significant uptick in qualified website traffic and increased brand awareness across both Google and Meta platforms.

The new website, which flawlessly merges functionality and aesthetics across all devices, was highly effective in increasing awareness of the broad range of services that Backyard Environments provides. By incorporating clear calls-to-action and practical animations, the website served as an engaging and compelling platform for potential customers.

The automated email marketing and CRM platform empowered Backyard Environments' sales team and provided an efficient method to track leads, manage customer relations, and uphold engagement with warm leads. It also proved valuable in maintaining relationships with existing customers by suggesting complementary services over a six-month period.

Our Google Search Ads performed exceptionally well, attracting over 4,200 clicks and validating that our finely tuned keyword strategy was effective in reaching potential clients in the service area. Additionally, our cold targeting strategy on Facebook and Instagram boosted brand awareness, as evidenced by an increase of 540 page likes, and a substantial number of engagements and event responses.

The results clearly indicate the success of our marketing campaign and web design efforts for Backyard Environments. The website saw close to 11,000 visits, with 93% of the visitors residing in the service area. The blend of Google Search, Meta, and Retargeting Ads, coupled with an intuitive website design and a streamlined CRM platform, generated an influx of leads and interactions, and positioned Backyard Environments as a prominent contender in the outdoor living space market.

Moving forward, I am confident that the foundation laid by these initiatives will enable Backyard Environments to continue capturing new leads and converting them into loyal customers, thus facilitating their business growth and dominance in the Dallas/Fort Worth regions as we continue to refine our marketing strategy. This case study exemplifies my commitment to tailoring unique, effective solutions to meet my clients' specific needs.