Firing on All Cylinders: Wipliance Dominates Turbulent Times with Integrated Marketing Strategy
In 2006, Wipliance etched their mark in the custom integration industry and started driving growth with a focus on consistent marketing efforts. But as their business expanded, they wanted to take marketing strategies to the next level. Wipliance wanted an industry-leading online presence and marketing strategy that matched the vigor of their business goals.
After meeting One Firefly at a 2018 ProSource event, Wipliance entrusted One Firefly to design a custom-built and SEO-configured website that better told their story and proudly showcased their award-winning services and projects. Following this success, Wipliance continued to work with One Firefly to build what is now a powerful arsenal of integrated digital marketing strategies that continue to push Wipliance to the forefront of their core markets and help their business grow.
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About Wipliance
Wipliance is a full-service technology integrator serving the Bellevue, WA and Scottsdale, AZ areas. The award-winning company specializes in custom home and commercial technology solutions, including smart lighting control, motorized window treatments, home theater installation, and total technology integration. Wipliance is dedicated to creating customized technology solutions that are easy to use and enjoyable to own. From consultation to design, installation, and ongoing support, Wipliance works with you every step of the way to deliver curated solutions that work for your unique lifestyle.
Phase Two: Marketing In Uncertain Times
In late 2019, Lee Travis approached the One Firefly team about designing and deploying a strategy that would enable faster growth in their secondary location of Scottsdale, AZ. Upon evaluation of all available tools and resources One Firefly could offer the Wipliance team, we proposed a Google Advertising strategy as likely best to enable immediate online impressions from local searches in their desired target markets and most likely to generate expedited leads.
But little did we know what was lurking -- the oncoming COVID-19 pandemic. 2020 introduced many challenges for custom integrators and other businesses, forcing companies to re-evaluate and reduce expenses to stay operable. Wipliance, for example, was forced to close field operations in its Seattle market for two months during the spring, by state mandate. While some integrators paused, downsized, or eliminated their marketing efforts, Wipliance -- understanding the immense value of maintaining a strong online presence -- actually increased their scope.
Implemented Solutions
One Firefly continued development of Wipliance’s Google Advertising campaigns and launched the Scottsdale campaigns in early May 2020. Immediately within the first 30 days of launch, the ads started to yield impressive clickthrough rates and lead generation. Quick decision making from Lee Travis and his marketing manager, Melissa Mitchell, resulted in an expansion of the Wipliance social media strategy and a redesign of their monthly email newsletter with the goal of gaining better customer and trade partner engagement. Even amidst a turblent period, Wipliance continued its commitment to work toward being an industry leader in marketing efforts. The good news is the investment has resulted in unprecedented growth.
Search Engine Marketing (SEM)
One Firefly’s SEM service is a comprehensive solution comprising custom Google Search Ads campaigns and landing page creation and optimization designed to increase conversions and deliver positive return on investment. A powerful addition to Wipliance’s existing organic marketing efforts, SEM is the catalyst that has helped increase their performance across all digital marketing channels, putting Wipliance vastly ahead of local competitors in key search results positions for target keywords such as lighting control, custom shading and home automation. In fact, Wipliance now dominates Page 1 of Google paid search results, organic search results, and Google My Business results for targeted keyphrases. The positive result of Wipliance’s initial investment in the Scottsdale market further inspired them to add Google Advertising for its Seattle core market in early summer 2020.
As we had spent several years adding content to our website to boost our organic results, an added layer of paid promotion has increased the return on this organic content investment. … We have seen a steady increase in views on our website, live chat engagements and contact submissions as well as phone calls that were a direct result of the Google ad campaign.”