We got to work immediately, rebuilding RMR’s online sales channel and fixing the flaws created by the previous agency. And as always, we started with a comprehensive audit of RMR’s existing sales data, looking for the strongest opportunities to move the growth needle.
“They took our previous year's numbers, and they took what industry standards should show as far as an improvement. They took about four different scenarios and showed us that if we made this update, it should increase this, and they used very modest numbers. They actually showed what kind of value we could potentially see in some of the changes.”
The project was initially focused on marketing strategy, but our data-driven approach gave Brandon the confidence to expand the engagement to cover social channels and AdWords as well. Our research showed us precisely what customers were looking for, and how they were searching for it, and we used that knowledge to introduce a host of new optimizations to RMR’s online presence.
RMR even changed an entire product line based on customer search data that we uncovered, rebranding their organic mold killer as a botanical cleaner. A simple change that has made a massive difference.
“Because of Parkfield’s audit, we didn't have to take a stab in the dark. We knew what was searched most, and we changed our product to match. And now, we’re selling a lot of it.”
Our audit also revealed an untapped resource with tremendous potential: email marketing. This channel would enable RMR to get the word out quickly about new products, offers, and critical information — such as the fact that their disinfectant was registered for use against SARS-CoV-2, the virus responsible for COVID-19. Brandon had doubts about whether email marketing could work for a company selling cleaning products, but in the last month alone, email has contributed almost $75,000 in sales, easily a 10x return on RMR’s marketing investment.
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