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Case Study

How We Drove 600+ Leads With Inbound Marketing

SoftLite Windows manufactures residential replacement windows and doors and sells them to homeowners through a network of distributors. In an increasingly competitive landscape, they wanted a new strategy to increase brand awareness and drive leads to their distributors. Forge Apollo crafted a marketing strategy utilizing inbound content and pay-per-click advertising to attract leads and nurture them through the funnel. Forge Apollo also packaged this strategy for SoftLite’s distributors as an opportunity to support direct distributor lead generation. Within one year of launching this strategy, SoftLite achieved the following.

  • Redesigned Website
  • 326 Marketing Qualified Leads
  • 305 Sales Qualified Leads
  • 24% YoY Increase in MQLs
  • 27% YoY Increase in SQLs

 

Keep reading to learn how we accomplished this!

305

SALES QUALIFIED LEADS

24%

YOY Increase in MQLs

27%

YoY Increase in SQLs

Forge Apollo’s Strategy For Success

Forge Apollo utilized an inbound strategy to attract leads and nurture them toward conversion for SoftLite. Let’s dive into each step of that process.

Content Creation & SEO

From landing pages to blogs and even video blogs, Forge Apollo crafted a range of content to answer homeowners’ questions through every step of the buyer’s journey. This involved addressing general concerns that lead people to replace windows, educating them on replacement window options, and sharing information about SoftLite as a manufacturer. We then optimized all of this content (and the website as a whole) for SEO to reach that audience online, where they’re seeking this information. We gated some of this content as content offers to attract marketing-qualified leads we could then nurture towards becoming sales-qualified leads.

Pay-Per-Click (PPC) Ads

To add another layer to SoftLite’s presence online, we ran pay-per-click ads on Google targeting keywords related to their service offerings. These were also designed to attract users to the website for conversion.

Website Redesign to Drive Conversion

After attracting users to the website, we prioritized creating a website experience that would drive conversions. Our new, modernized design provided an elevated user experience with helpful content and social proof. We structured the design to keep users engaged with the content. Helpful content and strategic calls-to-action attracted both marketing-qualified leads and sales-qualified leads.

Nurture and Retargeting Leads

Once a user converted as a marketing-qualified lead, we began nurturing them through automated email campaigns and retargeting ads. This targeted nurturing, based on their actions, moved them towards becoming sales-qualified leads that SoftLite could pass on to their distributors.

The Results

We launched this new website and strategy in 2020 and found success that year. Stuck at home in 2020, the pandemic produced a boom in home improvement projects. So, we feared that conversions would slow along with the industry in 2021. However, SoftLite’s conversions only increased.

Organic Website Traffic

In 2020, SoftLite’s website had 59,208 organic search sessions. That number dipped slightly to 51,073 in 2021 as public interest in home improvement declined. However, as you’ll see below, conversions increased that year. This indicates that the traffic coming to the site was even higher quality than in 2020.

326 Marketing-Qualified Leads

In 2020, 326 homeowners downloaded content offers to become marketing-qualified leads. In 2021, that number rose 24% to 404 MQLs.

305 Sales-Qualified Leads

In 2020, 305 homeowners filled out requests for quotes, becoming sales-qualified leads that SoftLite passed on to their distributors. In 2021, that number rose 27% to 487 SQLs.

Attract Leads With Inbound Marketing

If your marketing needs a refresh, inbound marketing might be a strategy worth exploring. Contact Forge Apollo today to discuss what an inbound marketing strategy might look like for your brand.

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