In this second episode featuring Lawnline Marketing’s Tony Ricketts, Joe and Tony discuss a content marketing strategy that heavily contributed to Lawnline Marketing’s banner year in 2020. Tony breaks down in detail how they created project case studies that led to ridiculous results for their clients.
Understanding what a project study is and the role it plays in generating leads
Why project case studies are critical to research and estimates
Getting high traffic with project pages
How to structure a project case study
Why “not selling” is effective in creating traffic
Being on point with remarking
Different ways to deliver your content
You will be notified everytime I have something valuable for you
Joe Troyer 0:48
You brought up and share with me a case study about about the what you call the project case studies. Right. And you showed me how you've gotten some ridiculous results with that. And it absolutely blew me away, I would say I've taken some of that concept and kind of applied that to you would call your local pages or your area pages, your city pages, right. And I've kind of done a combo of kind of what you do, and kind of a city or area page, but not to I think the effect that you have, could you walk through maybe or give an example of what a project case study page looks like? And then some results that you've seen with it. And I think that this is just going to really make people go Holy crap, like I've been missing the boat with content.
Tony Ricketts 1:38
Right? Right. So there's two things. So understanding how the project case studies play into the results. That's what's key, C that project case studies are not the lead generators. Okay, that's important to know, the project case study is not something that they find through that as its main source, and then reach out to you. The project case study is what gives them the confidence that you can do their job, right. And this is very important in my landscape side of the business. Because people spend a lot of money, right? 50 grand, 100 grand, I've seen some of our clients do up to $500,000 projects in people's backyards. It's crazy. But people don't wake up one morning, you say, Hey, I'm gonna put 50 grand in my backyard, right? They go through that whole phase in the project case studies play in at most all of those phases. But where that's the most critical aspect is on the research and the estimates. So everybody that has contractors as their customers and for as an agency, that they're going to realize that most people will get two or three estimates two or three bids, they don't just go with the first one. So your project case studies are absolutely critical in that estimate phase and during the research phase, because it shows that you can do what they want. Now they also help in like the idea phase, check out this project that we did have a bond that that's great. But that's not where they're going to actually close the deal and get you the result. So here's how here's how we do that. I don't know if you if you want me to share my screen
Joe Troyer 3:21
or if you know that off your head or roughly anything like that would be great. But you showed a couple really killer case studies just high level about how these pages are performing. And I was floored.
Tony Ricketts 3:32
Right, right. So I can tell you a couple of other things. One, the product, the coupler here, the project's page is by far the most visited page behind the homepage of any of our landscape companies. So homepage is always the number one visited page on any website. But the project's was by a long shot the second most visited page over any service pages, gallery pages, blogs, any of that kind of stuff. So we create our printers how we create the project case studies, same structure, overview meet or I'm sorry, the summary the meet the call to action. But the way that we do is we get very, very detailed about what happened in that project. So we talked about where it was located at what did they actually do, what did they build? What types of materials that they use on those elements? What types of issues did they face what kind of demolition did they have to do beforehand? And then how did the installation go? How was it afterwards where the customers happy? And we have we like to use both photo and video in this and we like to get before during and after. See it's a good thing for people to see these projects all torn up and looking crazy with you know dirt everywhere and concrete and rock everywhere. It looks like this place is a mess. And then how it all gets put back together. You know you can take them through that whole process and lifecycle through imagery and through video. People love it. So what we did is we ask our customers simply just give us your pictures and video, that's all. And then tell us where it happened. From there, we look at the pictures, we write all the content for them, we don't ask our client to do any of this, by the way, we write everything for them. And then we put the whole thing together, we'll also geotag every single image. So every image will be geotagged all to the same place and neighborhood that they want to target. We will use a naming convention with the city names and one third of the imagery, not to overdo it. That's why we do it with one third, we'll take the videos that they give us if they have a video to go along with it. If not, we can create one using programs like Biteable for example, where we can just take a bunch of imagery and make a video out of it. We take that we put it onto YouTube, we optimize it with geo tagging, we optimize it with titles with tags with descriptions. And then we embed it from YouTube into the website around content that is in line with the descriptions in the titles and tags and geo tagging that we just put on that video. So putting all that together becomes extremely effective. And then when we deliver it is once people have visited the website, multiple pages and one of our typically it's a hardscape page. So we have pages for patios pays for retaining walls, outdoor kitchens, fire pits, whatever. So if you've been to the website, and the last thing we use 90 days is when we start off with the last 90 days, and you visited two pages, and one of those pages was a hard scape page, then we'll give them content, arms or project case studies that have that element inside of it. So if they will get a firepit page, we will send them a project case two that has a fire opinion. And then you this is this is what's important about your messaging though is you're not selling, you never sell you never sell the whole time they'll come to you and reach out when they're ready. So you're never selling you say to them, and you put this on their social media page, and you put it like this, check out this new outdoor living space we just built that features custom fire pit seeding wall and an outdoor lighting, seen before, during and after photos and get ideas for your own project. And when you do that, they click on it like crazy, because it's right where they want it to be with their geographic in there too. So check out this outdoor living space we built for a homeowner in Tampa, right? Because they're in Tampa. So this is somebody in my area, they did exactly what I'm looking to do the same types of elements are in there. Yeah, I want to go look at this and find out what it is. And as soon as they come to that, now we've got them on three pages, two visits back at the beginning of our remarketing list, and now we're going to send them even more. So for example, we're going to now send them an educational article, choosing between a fire pit and a fireplace. If y'all didn't know you can actually build outdoor fireplaces. So choosing between a fire pit and an outdoor fireplace, which one should you go for? It will give them that article, you know, then we send them another article, what's the average cost of building a custom fire pit. So we keep creating this content and whilte they're in the research phase. That's the educational articles, we want to keep feeding to him over and over and over. But see now we shifted though from trend and idea. Before we were talking about trend and idea what types of what types of colors are available using this this block material for your firepit. Or another thing that would be like a trend or ideas choosing boulders to go around versus stack stone. You know, those are idea and trend ones.
Joe Troyer 8:37
Man, I love it. The big aha for me with everything that you just said man is like so many agencies focus on just the top of funnel, right? And it's got to convert and you get those calls, you get those leads. And that's it. Right? You have. So deep man. And you have taken everybody that hasn't converted at the top right. And you've went to the nth degree, right to get them to convert for your clients, right.
Tony Ricketts 9:08
And we do it through email too. By the way, we don't do this just through web and social, we do it through email.
Joe Troyer 9:14
And it's so killer because I think Case in point, the most viewed pages, besides the homepage, not the services page, right, you would think are the project. Right? And so this is really going to drive intrigue and get people's ideas going get their emotions into the project, right? And get them to actually raise their hand and say, Man, I do want to make this move forward to build out you know, the backyard of my dreams. And that that's not a decision that you just yet wake up one morning and you're like, yeah, I'm gonna dump 50 grand in my backyard today.
Tony Ricketts 9:52
Right. Exactly, exactly. And that's what this does. And besides the content is the delivery medium to we do some We even do SMS. So SMS emails, social web, even you can put the stuff into Google's display remarketing banners build up banner for that for that project. And while they're playing Candy Crush your little projects that are underneath there at the bottom right.
Joe Troyer 10:15
Yeah, man, I love it. It's not hard to see how your clients could absolutely obliterate. There are their old crappy website competitors, right? And they're, you know, no, no, no content marketing. I'm sure most of your clients competition isn't near this savvy and giving all this detail and building out these pages. And I'm sure that they're just mopping up quite literally, because of all the extra effort, right? It makes them I would imagine, like the go to, right? the authority in the space, right? Compared to, I would assume that's the goa
Tony Ricketts 10:49
I would assume that's the goal. That's exactly what you're doing. Yes. I mean, this, we're in it for the long term, right? We're not running a sprint. That's what your Google ads are for running Google ads. Get some people that Google that are ready to start. Those are bottom of the funnel approaches. This though, is the long term stuff that's gonna separate the men from the boys.
Joe Troyer 11:08
Yep. Man, I love it.