Client Success: Turning Leads Into Conversions for a Tucson HVAC Company

A solid marketing strategy might not generate revenue overnight, but eventually this investment needs to deliver positive ROI for any business. In periods of economic hardship, this ROI proof is even more important: tight budgets and narrow profit margins put the pressure on marketing to make an impact—or else.

This is the situation one Tucson, Arizona-based HVAC company recently found itself facing. Although the company had enlisted the help of an outside marketing partner to grow its clientele and recruit qualified candidates to open positions, that partner failed to deliver positive ROI to justify the company’s spending.

After cutting ties with that former partner, the HVAC company approached Cox Media for help.

The Goal

Based on its past marketing experiences, the local HVAC company was determined to find a marketing partner that could generate positive ROI from a marketing strategy. Specifically, the business wanted the lead generation achieved by its marketing efforts to produce an increase in conversions.

These conversion rates had been unsatisfactory with the company’s previous marketing partner, resulting in the poor ROI for the marketing strategy. The HVAC company sought new conversions across three key areas: homeowners looking to buy HVAC systems, consumers and businesses in need of HVAC servicing, and qualified applicants and new hires to open HVAC technician positions.

The Solution

To support the clients’ marketing needs and deliver ROI that justified their campaign spending, Cox Media’s experts outlined how our full suite of services—including streaming ads, cable TV inventories, display advertising, YouTube campaigns, and long-form content created through YurView—could all be used to build a lead generation pipeline delivering qualified prospects and new conversions for the business.

Given the clients’ concerns about driving positive ROI, we also explained how attribution data from cable TV and streaming campaigns could be used to validate campaign performance and positive ROI for the proposed marketing solution. Our campaign reporting tools offered accurate insights that the client could use to evaluate ROI generation on its own terms.

The Results

Over the course of a three-month campaign, our campaign attribution data reported the following results:

• A three percent increase in total website visits;
• An 11 percent increase in “Contact Us” form fills;
• A 1.5 percent increase in bookings;
• Clear campaign performance data quantifying the results of the clients’ marketing strategy.

In addition, the YurView team created a series of long-form recruitment videos that were launched across not only YurView, but the customer’s website and social media channels as well. By repurposing this content, we were able to increase the ROI of this long-form content production and give the client assets that can continue to serve its technician recruitment efforts in the future.

Want to make sure you’re investing in a marketing strategy that can serve as a source of revenue generation for your business? Cox Media’s blend of digital solutions and campaign reporting tools allow your business to see exactly how much value you’re getting out of your marketing efforts.

Find out how we can help your business—contact us to learn more.