If you live anywhere in the northern part of the United States, you’re no stranger to freezing temperatures during the winter months. In some places, just making the trek from the front door to the car feels akin to being a member of the Knight’s Watch in Game of Thrones, traveling from Castle Black to Craster’s Keep.
You wish for nothing but the safe comfort of your own toasty home.
But what about when that cold starts creeping into the house? Do your toes get chilly walking across the kitchen floor, even with the thermostat set to inferno? Do you feel a frosty draft when standing next to your exterior walls? Does your energy bill begin to skyrocket right around the time “Winter is Coming” memes start circulating the web again?
Well, if you live in Michigan, this narrative is all too familiar, where frigid temperatures are a regular occurrence, as summer gives way to fall and winter. And these are the exact problems that RetroFoam of Michigan, a statewide spray foam insulation contractor, wants to solve for all Michiganders.
“We help homeowners achieve comfort and energy efficiency in their homes with environmentally-friendly foam insulation,” says RetroFoam owner and CEO Mark Massey.
They Started by Evaluating Their Website & Marketing
But how exactly how did RetroFoam get started on the road to being the go-to resource for home insulation questions? It began with taking a hard look at whether or not their website was a strong enough resource of information already on all things insulation and home energy bills.
First, they looked at their traffic and how much they were spending on digital advertising.
“There was a point where we were stagnant and kind of plateaued,” explains Massey. “We weren’t losing ground, but we were spending a lot more money on marketing, and we weren’t getting better. We weren’t growing anymore.”
Massey is an avid learner himself, so he attends several digital sales and marketing events every year. He’s always looking for that one great idea that will help his business succeed. Then, a few years ago, he heard IMPACT partner Marcus Sheridan speak for the first time.
“I really started paying attention when Marcus said, ‘We (business owners) put our pricing in this black box, and we don’t want anybody to see it,’” Massey recalls. “And that was me. That was exactly what I was doing. That was my ‘ah-ha!’ moment.”
Not long after, Massey hired IMPACT’s consulting team to help him train his in-house content marketing team how to better attract traffic to their website, convert more leads, and close more jobs.
As with most IMPACT consulting clients, they started by following the principles of They Ask, You Answer.