New Hampshire | Brand Refresh
Yankee Equipment Systems, a premier dealer of commercial and industrial laundry equipment in New England and New York State, embarked on a digital marketing journey after a recent brand relaunch.
Recognizing the need for a strategic partner to enhance its online presence and generate qualified leads, Yankee Equipment Systems turned to EVR Advertising. With a shared commitment to success, EVR Advertising leveraged its team’s expertise in digital marketing to help Yankee Equipment Systems achieve its goal of consistently generating at least 30 qualified leads per month.
Challenge | Objective
Yankee Equipment Systems needed to revitalize its digital marketing efforts, specifically in the realm of search engine marketing (SEM) and pay-per-click (PPC) advertising. As the brand had witnessed a slowdown in Google PPC leads, the objective was to reinvigorate these external SEM initiatives and achieve a steady stream of qualified leads each month.
EVR initiated a comprehensive strategy to bolster Yankee Equipment Systems’ digital presence. This involved a meticulous evaluation of the website’s searchability, identification of new keyword opportunities and optimization of off-site directory listings. Simultaneously, the existing PPC campaign underwent restructuring, with underperforming ad groups eliminated and negative keywords introduced to enhance ad relevance.
With a well-defined set of customer personas in hand, EVR Advertising crafted new website content designed to enhance SEO rankings and offer an in-depth insight into Yankee’s sales, installation and parts services. This content encompassed a variety of formats, including videos, static page content and compelling offers to engage prospects throughout the purchasing journey. In addition, new PPC landing pages were introduced to increase the conversion rate of paid traffic within the campaign.
EVR’s strategic initiatives yielded impressive results for Yankee Equipment Systems. These included an 11% increase in organic search traffic in the first year, a 12% rise in leads during the same period and a remarkable achievement of consistently generating at least 30 qualified leads per month. This success extended over 14 consecutive months, underscoring the effectiveness of the campaign’s performance. With EVR Advertising as its trusted partner, Yankee Equipment Systems experienced substantial growth and enhanced digital exposure in its industry.