The Challenge
ROC needed their story and stellar brand reputation to be front and center in their marketing. Unlike national agencies, ROC is 100% local: locally owned, locally managed, and locally staffed. For customers, this means that if they call ROC, they get someone who already knows about their account, knows who is on it, and can answer questions and resolve customer issues more effectively than the national brands. ROC found that most of their customers were clients who had worked with a large commercial cleaning service before and had been burned.
Because ROC is so local, a huge priority was to target specific cities and specific companies within those cities. Their current website and marketing strategy had a broader focus, which meant it was harder to hit this target.
They needed to reach this audience online and get them to convert. As a small brand just starting to level up its marketing, ROC didn’t currently have a set marketing plan or active campaigns. They also needed a partner who would create a marketing program from scratch to drive results.
Client Priorities
- Get in front of customers in a highly competitive online marketplace
Attract a local audience from specific cities
Have a marketing plan with clear KPIs and ROI tracking, to ensure they are getting results for their monthly spend
The Plan
Hyperlocal and hyper-targeted was the name of the game. Our main goal was to ensure ROC’s great work ethic and high customer satisfaction shone through its website and marketing initiatives. To get that message to the right audience, we knew ROC needed a comprehensive marketing strategy. We proposed:
- Ongoing content production and SEO, that would account for user intent and growing AI search.
- Localized PPC efforts, to target by both City and/or ZIP, supported by Google Map and Business optimizations.
- Social media marketing to reach new audiences and spread current word-of-mouth.
- Email marketing to nurture new leads and to keep a positive, ongoing relationship with current customers.
The Results
230%
Increase in site sessions per month
223%
Increase in blog traffic
ROC Commercial Cleaning was armed with a strong, data-driven marketing program that consistently put them in front of the right local audience. By centering ROC’s unique story across content and PPC campaigns, they connected with prospects who were actively looking for a better alternative to big-box providers. Nurturing on social media and through email marketing provided a funnel to utilize organic reviews from happy clients for virtual word-of-mouth marketing.
With hyperlocal SEO and Google Ads targeting specific cities and ZIP codes, ROC saw increased visibility in the exact areas they wanted to grow. More qualified traffic came to the site, and that traffic converted into real customers.
ROC had a complete marketing strategy with clear KPIs, monthly reporting, and ongoing optimizations. Every dollar spent was tied to a measurable goal, giving their team complete confidence that their investment is fueling real business growth.
As a result, ROC wasn’t just keeping up with the competition—they swept past it.
