All Out Sprint to Adapt to COVID

Creating a best-in-class national lead funnel from scratch

Situation

Enviro-Master Services is an international commercial cleaning company with 88 franchise locations in the U.S and Canada. When the pandemic hit, demand for their commercial cleaning and, more specifically, electrostatic disinfection services skyrocketed. The problem was they had a disjointed, fragmented and absent online presence in many markets. A lack of digital infrastructure combined with shelter-in-place orders meant they couldn’t rely on just outbound sales anymore and all of this demand was going to the competition.

Opportunity

Enviro-Master needed to create an inbound lead funnel as quickly as possible. They needed an enterprise-level website for the brand, microsites in every market, digital advertising, and search engine optimization.

Action

20North was called in to completely turn the brand around digitally as quickly as possible. The team accomplished the following:

  • Designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.
  • Created Google search, display, and discovery advertising campaigns in each market to start capturing demand fast.
  • Kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:
    • Google My Business optimization and review campaigns
    • SEO Content marketing and generation
    • Geographically focused landing pages for long tail intent within market territories.
    • Video production and YouTube SEO
  • Created a proprietary conversion tracking and reporting process that allows the customer to track actual dollars generated through the advertising/marketing funnel.

90 Day Results

  • Monthly Traffic: 9,386 -> 37,874
  • Inbound Leads Generated: 5,903
  • Net New Revenue: $1.2MM ARR

180 Day Results

  • Monthly Traffic: 9,386 -> 50,522
  • Inbound Leads Generated: 12,230
  • Net New Revenue: $5.5MM ARR
  • 5 Star Google Reviews: 20 -> 3,963
  • Customer Retention: Best in company history