Starting from Scratch: A Full-Suite of Content Services
Logo, business cards, T-shirts, vehicle graphics, website, 3rd party listings, social media, Google Ads, videography, and SEO all added up to year over year success for this local painting company. However, one simple, free approach made a world of difference. Find out how.
Background
Noah Chase Painting had built a successful painting company in the Seattle/Eastside area. He had carved a niche of working with high-end clients not only because of superior service, but because the end result was a long-lasting finish that looked fantastic and held up for years in the Pacific Northwest’s inclement weather. However, the Great Recession came along and hit the construction business hard, his company not excluded. By 2013 he was ready to re-vamp his company and needed a fresh start. He called me to help establish a new brand and digital presence. Over the course of 4 years, we worked together to build his brand online. Year over year his company grew and he was able to reach his goal to exit his company for a less intensive role as a paint salesman for one of the regions premiere brands.
Process
First the brand, then the rest…
Creative Breifs, Beers, and Logos
The first thing we needed was a brand. We had a great time coming up with the logo and it was over many fun conversations and a few beers at Noah’s house. While it may seem silly to others, the logo turned out to be a hit. Not only is it super effective and memorable, but it is also a face his customers had grown to know and trust. When his employees showed up with Noah’s face on their T-shirts, it immediately instilled trust and quelled anxiety because customers knew Noah only sent highly-trained, trustworthy, and vetted staff into people’s homes or onto private property. How did they know this? Word of mouth recommendations. We’ll get to that later. Secondly, Noah is someone that doesn’t take themselves too seriously. The logo has a sprinkle of humor and to this day he gets reactions to his shirts and where people can buy one. Should I start a Shopify store?
Down to the Nitty Gritty
After deciding on a logo and building out wireframes for website design, we started in on the nitty gritty of digital communications. The strategy was simple, take up some real estate online. We built a website, social media accounts, profiles on 3rd party service pages such as Yelp and Angie’s List, corrected and updated listings and directories, and finally published content, joined groups, created a YouTube channel, sent newsletters, and ran paid ads. Over the course of 4 years, online activities paired with positive Word of Mouth and Inbound/Outbound sales fueled a business comeback for the ages. See results below.
Top Insight or Recommendation:
Noah was active on social. He joined groups and expertly and intuitively performed what we call in digital communications as social listening. This produced the most highly qualified leads and out of the portfolio of marketing channels we were utilizing, this free and effective method yielded great resutls.
Content is KING
With a small marketing budget and big goals, using content in multiple ways was and still is an important tactic. We were able to take a unique skill Noah had, use his phone, and create a simple and free video. I added an intro, a little diddy, did some basic editing in a free app, and posted this to his website, social pages, and YouTube.
Results
A successful logo with easy recognition, trust, and clarity built in.
Strategic content marketing approaches to expand NCP's digital footprint.
Strong SEO tactics that lead to findability and engagement online.
Year over year increase of revenue of up to 30%.