Case Study
Horton Automatics - 15x ROI for Field Service
Our Digital Marketing System grew lead value from $2M to $3.2M in 2022, with $1.5M in service revenue and 15x return on marketing.
About the Company
Horton Automatics of Ontario services and installs commercial automatic doors in hospitals, hotels, schools, government institutions, businesses and shopping malls throughout Ontario.
With three locations in Ontario (Ottawa, Burlington, and London) they offer clients the advantage of a large brand combined with an excellent local presence with the best response time in the industry.
The Problem
The Horton Automatics website could not be found in Google search results, and did not generate any leads for the business. Peter Lawson (then CEO of Horton Automatics) wanted to grow the maintenance and service business, and asked Mawazo to assist. We proposed starting with a clear marketing strategy, a new website, and an optimized web presence for lead generation.
Engagement Details
We started by creating an Actionable Growth Blueprint, based on precisely defining the needs and wants of the chosen target audience, and formulating a core message which clearly communicates the key differentiators from the competition.
We then created
a lead generation website and optimized it for search engine ranking.
Finally we implemented a marketing engine and continue to run it for Horton Automatics until this day. It includes
- Content marketing
- Search engine optimization
- Local search and directory listings
- Reputation management, and
- Social media
The Result
The Horton Automatics of Ontario website launched in 2019.
In 2022, just three years later, our online marketing system generated:
- $3.2M lead value, up from $2M in 2021
- $1.5M in service revenue, up from $1.2M in 2021
- 15x ROI ($15 in service revenue for every $1 spent)
- 1,435 phone calls, up from 981 in 2021
- 1,297 service requests, up from 816 in 2021
Based on the success with Horton Automatics of Ontario we have since implemented websites and online marketing programmes for 9 other subsidiaries of Door Services Corporation throughout the United States.
Our strategy was successful thanks to our understanding of Horton Automatics’ specific client base and their needs. Potential leads in a B2B environment are often looking for a local solution to their needs. About 75% of the leads we generate for Horton Automatics are from local search results such as "automatic door repair near me".
The following images show the improvement in local results between the 1st of March and the 1st of September in 2021. Within 6 months we brought the website of Horton Automatics to position 1 in the "3-pack" of local search results. The numbers in the circles represent the ranking in Google search results in that precise location.
Horton Automatics is listed in major online directories such as Yelp, YellowPages, and BBB, with 198 citations and listings on 27 of the top 28 directory sites in Canada. These listings are important for local search results.
Google rankings improved just as much. The higher a website ranks, the more likely the right people are to find it. Over a period of 3 years (4 Dec 2019 to 1 Dec 2022) we brought the website onto Page 1 of Google in Ontario for a long list of relevant search terms ("new" means the website was not ranked in the first 10 pages/100 entries on Google):
With the help of a clear plan, established in collaboration with Horton Automatics, we were able to drastically increase their visibility online; not just in general, but to specific clients that were the most compatible with their services and profitable for their company. Their marketing engine now delivers year over year growth, with a value of
- $1.4 million in lead value in 2020,
- $2 million in lead value in 2021,
- and $3.2 million in lead value in 2022
Testimonial from Peter Lawson, Vice President And General Manager, Door Services Corporation
We had consistent growth of service revenue at 20% per year. In 2022 our sales grew by about $300,000. Our digital marketing efforts are the only way we market that part of our business. We are seeing accelerated growth in service that seems to correlate to our improvements in traffic recorded in the US domestic business.
Peter Lawson, Vice President And General Manager
Door Services Corporation
Addressing the challenges of B2B field service companies
With our 30+ years of experience in web development and digital marketing we have developed a unique system to address the challenges of B2B service companies. Our approach generates predictable results and we offer a unique performance guarantee.
Below is a description of our 4-step process. This case study is relevant for phases 1 and 3 of our programme:
We create a digital marketing strategy to differentiate you from the competition and attract profitable clients
Digital Transformation with custom automations removes costly inefficiencies and
saves overhead cost
Your Digital Marketing System delivers warm leads to sales, growing your revenue with our 5x ROI guarantee
With technicians and leads in new markets you can grow and
expand to new locations
without additional overhead
