A CLEAN VICTORY:
2009 - 2016
Digital Strategy Development, SEO, SEM, CRO, Content Marketing, Local Marketing, Web Analytics
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Success Is On The Horizon.
Industry & Client Background
At first glance, the commercial cleaning industry doesn’t seem particularly complicated. A business which serves the public needs its facilities cleaned consistently, effectively, and reliably. Commercial cleaning services were typically provided by full time janitorial staff, or maybe an outside contractor who provided a team that could arrive at multiple locations outside of business hours to ensure bathrooms, floors, workspaces, or offices were kept presentable and sanitary. This fundamental B2B service existed for decades in the US without much consequence for its significance, until one clever entrepreneur realized that a company which provided a standard for exceptional commercial cleaning could be franchised
And so began the global commercial cleaning service and franchise market, which is now estimated to be worth over 168 billion dollars.
This company (Let’s call them Clever Cleaning Concepts so as not to violate a previous NDA) came to Gallant Fish Internet Marketing by way of a series of failed ad campaigns. Massive investments were made in creative advertising campaigns that certainly won awards, but failed to generate sustainable leads for cleaning services, or potential franchisees.
The company knew there was massive demand for their services and franchise model, but simply could not define an inbound marketing strategy that sustainably delivered leads for two very different audiences. They knew the world was looking online for cleaning services and franchise opportunities, but if outbound advertising didn’t work, what was next?
Approach & Impact
During the course of an engagement that would ultimately span 7 years – Clever Cleaning Concepts worked with Gallant Fish Internet Marketing to implement a strategy that aligned an expansive website architecture with phrases like “office cleaning services”, “commercial cleaning services”, “cleaning service franchise”, and a broad spectrum of language that engaged two distinct audience segments. That foundational strategy of aligning the domain’s architecture with transactional, informational, and commercial terminology ultimately translated to first page rankings in nearly every market where they operated. The influx of service leads from organic search, phone calls from Google Ads, and franchise inquiries from meticulously optimized landing page and microsite campaigns changed the nature of how the company acquired new business. An outbound sales model transformed into a call & lead processing division which, to this day, is how the company grows.
Clever Cleaning Concepts relied on Gallant Fish Internet Marketing to develop the national and local SEO and SEM strategy that would enable the corporate, global, and regional owners to leverage an exceptional volume of organic traffic for sustained service and franchise leads. During the course of the project, Gallant Fish Internet Marketing created expansive information architecture segments to engage audiences at the local level, while implementing link building and content marketing initiatives which built thousands of high value links. Over 7 years time, the site endured four major transitions, engaged over three million website visitors, and benefited from an indelible lead pipeline that still exists today.