Industry: Specialty Services (Aquarium Installation and Maintenance)
The SEO Design Chicago team developed a comprehensive digital marketing strategy for an aquarium company looking to increase its residential and commercial clients, improve online visibility, and establish itself as the go-to expert for aquarium design, installation, and maintenance.
302%
increase in organic search traffic
225%
increase in new client acquisitions
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168%
increase in positive online reviews
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Challenge:
- A specialized aquarium services company struggled to reach its target market effectively in a niche industry.
- They needed to educate potential clients about the benefits of custom aquariums
- Showcase their expertise in both freshwater and saltwater systems
- Attract high-value residential and commercial clients while competing with both general contractors and DIY solutions.
Solution:
Targeted SEO Strategy
- We implemented a comprehensive SEO strategy focusing on specific aquarium-related keywords, including types of aquariums, fish species, and maintenance services
- Created in-depth, expert-level content for each service area.
Aquarium Knowledge Hub
- SEO Design Chicago developed an extensive online resource center with articles, guides, and FAQs covering various aspects of aquarium setup, maintenance, and troubleshooting, positioning the company as a trusted authority in the field.
Portfolio Showcase
- We created a visually stunning portfolio page highlighting the company’s most impressive installations
- Optimized the page for both search engines and user experience, with detailed project descriptions and high-quality images.
Video Marketing
- SEO Design Chicago produced a series of engaging videos featuring the team’s aquarium installations, maintenance processes, and expert tips
- These were used on the website, YouTube, and social media to showcase the company’s expertise and the beauty of their work.
Local SEO Optimization
- We optimized the company’s Google Business listing
- Created location-specific landing pages
- Built local citations to improve visibility in local search results for both residential and commercial services.
Targeted PPC Advertising
- SDC created highly targeted Google Ads and Bing Ads campaigns, focusing on specific types of aquarium services and geographic locations, with separate strategies for residential and commercial clients.
Social Media Strategy
- An engaging social media strategy across Instagram, Facebook, and Pinterest
- Shared beautiful aquarium photos, time-lapse installation videos, and “fish of the week” features to attract and engage potential clients
Virtual Consultation Tool
- Integrating a user-friendly virtual consultation tool on the website
- Potential clients could submit their space details and aquarium preferences for an initial design concept.
Email Marketing Automation
- We implemented segmented email campaigns for different client types (e.g., residential, commercial, maintenance-only) and interests (e.g., freshwater, saltwater, specific fish species) to nurture leads and provide valuable information.
Partnership Development
- We created a digital strategy to cultivate relationships with interior designers, architects, and high-end home builders for client referrals and collaborative projects.
Customer Review Management
- Implemented a strategy to encourage satisfied clients to leave positive reviews on Google, Houzz, and other relevant platforms, while promptly addressing any concerns or negative feedback.
Maintenance Plan Promotion
- Developed a digital campaign to promote the company’s recurring maintenance plans, emphasizing the benefits of professional, regular care for optimal aquarium health.
Results:
- Increased new client acquisitions from an average of 8 to 26 per month
- Improved website traffic from 2,000 to 8,040 monthly visitors
- Grew social media following from 3,500 to 18,900 across all platforms
- Increased the average Google rating from 4.4 to 4.9 stars, with a 168% increase in total reviews
- Achieved first page rankings for 76% of targeted local and aquarium-specific keywords
- Generated 57 high-quality leads through the virtual consultation tool in the first six months
- Improved website conversion rate from 1.8% to 3.7% for consultation requests
- Reduced cost per lead acquisition by 41% through optimized PPC campaigns
- Increased email open rates from 21% to 36% and click-through rates from 2.3% to 5.1% with segmented campaigns
- Boosted client retention rate for maintenance services from 70% to 88%
- Achieved a 93% satisfaction rate for the virtual consultation tool
- Increased average project value by 45% through effective marketing of custom, high-end aquarium designs
- Secured 12 new commercial contracts through targeted marketing and partnerships in the first year
This case study demonstrates how a comprehensive, education-focused digital marketing strategy can help a specialized aquarium services company overcome the challenges of a niche market, effectively communicate its value proposition, and achieve significant growth in client acquisition. By positioning the company as the premier expert in custom aquarium design and maintenance, and leveraging stunning visuals across all marketing channels, the company was able to attract more high-value clients and establish itself as the leader in its local market.
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