MAY 2020CIOAPPLICATIONS.COM 19on their website as their SEM across various marketing platforms. Our merchandising products C POP and M POP link all the SEM accounts of clients along with the custom-designed WordPress website. What are the challenges that your clients face, and how do you solve them? Katie: The pain points that most of our clients face is the availability of the right tools such as Google, Bing, Facebook to respond within the stipulated transactional window (timeframe to respond to a client). Plus, they have to deal with transparency, as they are often unsure of the expenses on equipment and people, what the returns are, and what it means to them. We give that transparency to the client.Tom: Most of our clients have multiple trades such as heating, cooling, plumbing, and electricity. Traditionally, using the `set and forget' method, a weekly budget is allotted. On weekends, the final reports and outcomes are checked to identify where resources and funds are used and what the results are. This process has a couple of problems. Firstly, you are not adjusting your strategy to the market conditions--like the need to respond in accordance with the 48-hour transaction windows. Hence, if you are not paying attention to it daily, you are letting numerous opportunities slip. Secondly, there is an inefficient allocation of resources against needs and attracting customers they cannot service. Therefore, we continually adjust our strategic approach, a couple of times a day, based upon what the client needs in terms of capacity on their boards. Then, we also create a little high level of efficiency for making sure that we are allocating resources against every need. For instance, if clients' capacity to deliver plumbing services is full, we significantly reduce expenses on plumbing and reallocate resources to another trade that needs more help. Dan: Additionally, we ensure that clients' website contains engaging content and information, including pricing, email address, or phone number, and chat option, so that end-users can easily initiate a conversation with them. Our C POP technology will immediately and automatically update the website if the client changes the capacity and the pricing. The communication and notes capability within the C POP enables end-users to elaborate on their specific needs, such as why they need plumbing services. It could be a septic system concern or drain backed up. This way, our clients can serve their customers better. What is the key differentiator that separates the company from other players in the market?Katie: We use Google Data Studio, DNI, and form submissions tools for lead reporting and provide custom configuration of the lead reports for the client in real-time through analytics. We give them direct access to the reporting and educate them, enabling them to make actionable decisions.Tom: Additionally, our culture and desire to honestly help our customers separates us from others in the market. We are driven to spend adequately on Google and Microsoft tools and ensure the best return on investment for our clients, unlike others who spend extravagantly on Google. Our internal search team is well trained to act as a fiduciary on behalf of our customer, and not just a search manager or spender of funds. We believe the blend of human element and technology is the perfect combination to serve our clients. Building good tech is not a big deal, but supporting it with a culture of sincerity, the real game-changer. Could you give us a customer success story?Katie: One of the clients in the home services, Bonfe, was struggling with digital marketing strategies. They were blindly spending money on paid search and didn't have any direct correlation to their specific needs. To this end, we rebuilt their website and made it as a transactional tool as opposed to just the advertising brochure. We brought transparency in their pricing that resulted in an 88 percent reduction in cost per lead, a 38 percent reduction in bounce rate, and a 26 percent increase in total users year over year. Where do you see the company in the future?Dan: We are envisioning to include a switchboard for data in our portfolio where we can import and export data in motion. We are planning to double our growth in 2020 by expanding our offerings, such as email marketing, with dynamic properties. We would add the feature that enables us to send real-time offers via emails. By expanding our social footprint by leveraging platforms such as Instagram, we will perform a number of different dynamic quads in the form of display marketing, as well as highly targeted audience marketing. Moreover, we are working on job recruitment as a module into our website technology. This careers module is a significantly important goal for us in the coming months to get the highly skilled talent on board to enhance the services. The trifecta of proven tech in multiple verticals, industry knowledge, and understanding of the transaction makes us inevitable
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