Wpromote

BACKGROUND

Introduce your business and what you do there.

We are a national retailer of wireless products and services with 750 locations nationwide.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Wpromote?

We needed help with SEO for a website and assistance with Paid PPC and Social Advertising. 

SOLUTION

What was the scope of their involvement?

They showed us where we stood in comparison to our competitors and then clearly outlined what we needed to do to get from A to B. We started working on the SEO side of the project and did very well with it in a short period. It started off with a full site audit, which was eye-opening. They showed us domain strengths, keyword strengths, and the terms we ranked for. Even some that we didn’t know about. They gave us an insightful backlink report that showed our number of positive backlinks and gave us methods to address weaknesses.

For the national SEO aspect, everything was outlined in a high, medium, and low technical issue format so that we knew what to address right away. Then we created a 180-day plan of attack to rank higher in certain areas and take advantage of paid social advertising or paid PPC [pay-per-click] advertising while we were working on the longer term search strategy.

We also worked heavily on our local SEO, which involved analyzing Google and optimizing our location pages around strategies that were impactful in the local regions we operated.

Everything we do is designed to drive business to our stores. We wanted to be found online, but to drive that traffic—which is 99% of our business—to brick-and-mortar locations. We were able to accomplish that in a pretty short time.

What is the team composition?

We work with an account strategist who oversees the whole group. Their teams have assigned us a specialist for social media, PPC, and SEO. We speak to them on a regular basis.

How did you come to work with Wpromote?

After we saw their CEO speak about search rankings at a Magento conference in Las Vegas, I got their information and contacted their salesperson. They asked us some questions and performed a site audit, during which they asked which keywords we wanted to be found for, which keywords we thought we were being found for, who our current competitors were, and who we wanted to be like.

We considered other companies as well. What clinched it for us was the level of research that they performed for us. When we sat down, we didn't need to tell them everything about who we are and what we do.

They came to the table knowing who we were, having done research on our company and online assets. They had a good game plan coming to the table already, but they listened to what we had to say, and adjusted their approach accordingly. Their prior knowledge was a huge deciding factor. 

What is the status of this engagement?

We started working together in 2014, with 70 locations, and the work has been scaled to 700+ nationwide.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Putting all our marketing focus into SEO, paid search, and social media as a strategy was a risk at the time and using it to drive offline business was a huge step forward. We’re a sales organization first and foremost. KPI’s and attribution of sales are a deciding factor of where we spend our efforts and focus.

For the longest time, proving offline sales as a result of online marketing was like hunting the holy grail. When you’re using social media advertising or purchasing online ads, it’s hard to tell whether it’s driving actual in-store sales. You know it is driving activity, but the direct attribution is a difficult piece to nail down. After hiring Wpromote, we’ve had the opportunity to work directly with companies like Google and Facebook and as a result was able to participate in multiple beta programs focused on offline attribution with them. We’ve started showing online ads to offline sales attribution with quantifiable numbers, which has been a huge step forward.

We were a much smaller company when we initially began working with Wpromote, but over the years we’ve grown, and they have been able to scale with us. After a merger and number of acquisitions, we went from 70 locations to over 750. Using their services, we were still able to scale appropriately.

Regarding reporting, the statistics, metrics, and reporting methods they employ are another big reason why we’re now completely with Wpromote. They report on our advertisements’ progress, performance, and direction consistently and keep a watchful eye on the numbers. It’s not just a recap of what happened, but a dive into what was learned with insight as to what direction we should be heading next. When compared to other firms, their reporting and strategy planning is a night and day difference.

They’ve always been able to do a great job while keeping our costs down. They’ve made great strides in optimizing our campaigns and spending our money wisely.

How did Wpromote perform from a project management standpoint?

They’re spot-on. There’s never a lack of communication. We have bi-weekly calls, and I am probably on the phone every day with our strategist or account managers to talk about the different projects we’re working on together. We have a set of different weekly calls for email, social media, and web programs.

What did you find most impressive about them?

I appreciate and value their straightforwardness and candidness. I don’t like to be sold; I like to know the facts and understand what needs to be done to accomplish the goal. They provide excellent, very detailed reporting about what we’ve accomplished while moving toward those goals. Their willingness to work through challenges with us has been great, and working with their team has been pleasant.

Are there any areas they could improve?

There aren’t many things they could do better. During the first two years of our partnership, we went through several team transitions. That could have been handled a little more smoothly, but it worked out well. We’ve got a great team in place.

Do you have any advice for potential customers?

Be open to feedback and willing to look at the reality of the situation. Give Wpromote the information they need to do the work they do. Request an audit and don’t go in with the thinking that you won’t learn anything about your own company. Be open-minded and see what they have to say. They’re specialists in their field. We’ve taken a lot of their suggestions, and it’s done wonders for our business.

BACKGROUND

Introduce your business and what you do there.

We are a healthcare system across five states, with about 30 hospitals or so. I am the head of search marketing. Our main focus is to boost our search results, which started to become a marketing focus for us in 2017.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Wpromote?

We have two products called Express Care Retail and Express Care Virtual. We partnered with Walgreens, so we have a clinic within Walgreens along with a few stand-alone clinics. So the goal for the retail clinic is to drive patient appointments. With the virtual clinic, patients can see the doctor or nurse practitioner on a cell phone or tablet, so can see somebody within your system virtually anywhere.

For the space that we operate within, our KPIs are people looking for a doctor and people looking for directions. For express care, it's actual appointments and medical sessions. Our goal is to get people to schedule appointments and then getting patients into or clinics as well as our hospital.

SOLUTION

What was the scope of their involvement?

This work includes PPC management. About 80% of our paid search is through Google Adwords.

How did you come to work with Wpromote?

We had a previous agency on record with the media team and we were essentially forced to take them on. After a year, we just realized that it wasn't up to par from a paid search perspective. We reached out to 20 different firms, heard from about 10 or 12, and ultimately brought in 3 agencies to interview. It was a fairly long and strenuous process. That's when we were exposed to Wpromote.

How much have you invested with Wpromote?

We are spending in the millions but the exact range is confidential.

What is the status of this engagement?

It started in January 2017 and is still ongoing.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Wpromote has been phenomenal and I'm really glad that I went through that whole process. You can just let them do their work and not worry about it because they have very good capabilities. We are happy with the team they have assembled for us.

It's not easy to manage our paid search. It's a fairly complicated structure because we have all of these hospitals and all of these different health systems, so we have to operate within certain regions.

For example, California covers six or eight hospitals. But then also there's an area that's very focused on Southern California. So the different campaigns themselves are fairly complex and then you layer on health care and the different service lines.

Together, we identify the things that we need to restructure and we prioritize all the campaigns and make changes. Localizing the accounts helps our express care businesses locally.

That's a really big driver for us in terms of our overall success. As we restructured and rebid, we managed to cut our cost per click down by anywhere between 40 to 60 percent, which is significant.

The other big improvement is their page structuring. We had one group that was targeting 100-150 keywords until we restructured. It is much better in terms of the quality score and our average score is better. So that certainly helps with the cost per click reduction as well.

Even though we're reducing spend, our performance is much more efficient. Therefore, the cost is lower as we're improving the click rate and the quality score. So that really is a strong CPA across the board.

Wpromote fixed a lot of things on our site like button positioning and colors. They created a 50% improvement for clicks from mobile devices, which is a large focus of our company.

What did you find most impressive about Wpromote?

We feel that the Wpromote team is a true extension of our company. We have been able to innovate and make many improvements over the past eight months. They give us more time and attention than other agencies. 

They are really a local agency. They are in California and we are in the Seattle area and Southern California. However, the project has worked out because they visit us every month to present to us and work with us. Some of their team members come here every two weeks.

Are there any areas Wpromote could improve?

The only thing I could imagine that we can improve on is having actual local resources that we can see every day. I don't really think this matters because they work effectively on a remote basis and have flexible resources. They check in regularly and make my job easier.

BACKGROUND

Please describe your company and position.

 I am the Director of Digital Marketing of a real estate company 

Describe what your company does in a single sentence.

Property management & hospitality

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Wpromote to accomplish?

• Lead generation & brand awareness

SOLUTION

How did you find Wpromote?

Other

Why did you select Wpromote over others?

Other

How many teammates from Wpromote were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Google Ads mgmt Meta Ads mgmt SEO Data Intelligence & Analytics

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Increased lead generation and brand awareness

Describe their project management. Did they deliver items on time? How did they respond to your needs?

We received timely communication from the entire team.

What was your primary form of communication with Wpromote?

Virtual Meeting

What did you find most impressive or unique about this company?

Wpromote hires smart and driven people who are subject matter experts in their discipline. As a large agency, they have clearly defined processes, systems, roles and responsibilities.

Are there any areas for improvement or something Wpromote could have done differently?

I'm very satisfied with the performance and level of service we have received.