The team at Fusion decided to approach Culligan Water of Kansas City’s challenges by starting from the ground up.
“We approached this campaign as though it was a brand new business,” Silver said. “We had limited access to historical data and assets so we began by building a brand new website as the foundation for lead generation. We also replaced the dated automated phone tree with a direct dial solution that tracked dates, times, and values of every call.” These changes helped Culligan Water get a better handle on new inquiries coming in, helping the team follow up in an efficient and timely manner.
Then, to help fill Culligan’s sales funnel more rapidly, Fusion developed a year-round content calendar that fueled email marketing, blog posts, and social media efforts. Targeted content was sent to newly created audience segments, and paid media complemented lead generation campaigns.
“We recognized that Culligan Water had missed opportunities to capture segments of both residential and commercial markets,” Silver said. “In order to fill its funnel with high-value, high-quality leads, we launched a new PPC campaign that considered the franchise’s near and long-term goals. For example, high-ticket leads mean higher profits in the long run.”
Finally, Fusion created an aggressive review solicitation solution, which removed hurdles in the review process.
“When we started to work with Culligan, its review solicitation program was clunky,” Silver said. Too many steps were required to get from the request to the submit button, and as a result, most people didn’t leave reviews unless they were particularly unhappy.”
Fusion streamlined this process so users can leave a five-star review in just one click.