How TripleDart Helped Powerplay’s Mission of Transforming Construction Management

Overview

Powerplay is a forward-thinking SaaS platform revolutionizing the construction industry with integrated solutions for project site management, task allocation, and labor management. Their mission is to streamline operations, reduce costs, & enhance productivity across construction projects.

The Challenges for Powerplay

Before partnering with TripleDart Digital, Powerplay encountered significant obstacles that hindered their digital marketing effectiveness and overall business growth:

Inefficient PPC Campaigns: Previous PPC efforts lacked targeted engagement and efficient budget allocation, resulting in low conversion rates and high costs per lead. This inefficiency strained their marketing budget and limited scalability in customer acquisition.

Limited Organic Visibility: SEO strategies primarily focused on branded keywords, neglecting opportunities to attract and convert prospects searching for non-branded industry terms like "construction project management software,” “construction material management software” etc. This limited organic visibility restricted their ability to reach new audiences and generate qualified leads organically.

Strategic Growth Needs: Powerplay aimed to establish a stronger digital presence and achieve sustainable growth in a highly competitive market. They sought to enhance brand awareness, expand their customer base, and improve lead generation through targeted PPC and SEO strategies.

Services Provided by TripleDart Digital

TripleDart Digital is a leading digital marketing agency specializing in empowering SaaS brands to achieve scalable growth through strategic PPC and SEO solutions. Powerplay was impressed with our track record of delivering measurable results with innovative strategies and wanted us to assist them in their digital marketing efforts.

We adopted a 2-pronged approach that focused both on PPC and SEO services and implemented the following strategies.

PPC Campaign Strategy

TripleDart Digital implemented a comprehensive PPC strategy to enhance efficiency and engagement:

Regional Targeting: Introduced regional campaigns with vernacular creatives to resonate better with local audiences, significantly boosting click-through rates and conversion.

Budget Optimization: By cutting out inefficient spending areas like the audience network, we were able to reallocate resources to high-performing channels, delivering a much better ROI.

Smart Audience Targeting and Campaign Optimization: The team adopted a focused approach rather than a general one.

• We created lookalike audiences based on our ideal customer profiles, which improved lead quality and conversion rates.
• The team also integrated CAPI with Lead Squared so that we could optimize directly for qualified leads with real-time tracking.
• Finally, we simplified our campaign structure, moving from over 25 campaigns to just 7. This gave us better data insights and made our campaigns more efficient overall.

Creative Lifecycle Management: Implemented an automated creative tracker to monitor ad performance and refresh creatives proactively, maintaining engagement and preventing ad fatigue.

Conditional Logic Instant Forms: We optimized our lead capture forms using conditional logic to directly target our ideal customer profiles, resulting in more relevant and high-quality leads compared to generic Facebook leads.

SEO Campaign Strategy

TripleDart Digital revitalized Powerplay's SEO approach with a detailed strategy to enhance organic visibility and lead generation:

Comprehensive Keyword Strategy: Shifted focus from branded to non-branded keywords related to construction management software, aiming to capture broader search intent and attract prospects earlier in the buyer's journey.

Content Expansion: Developed a robust content strategy including use case sections, comparison articles, and educational resources to engage prospects and build authority in the industry.

Technical SEO Enhancements: Conducted thorough technical audits and implemented optimizations to improve site structure, navigation, and internal linking, enhancing user experience and organic search rankings.

Focus on the Blog Posts: Blog posts are among the most important elements for any business website as they allow you to speak directly with your customers and create more demand when done right. Powerplay originally focused on TOFU content only. TripleDart expanded on that and incorporated BOFU and MOFU content to attract more audience and generate better leads.

Outcome

The collaboration with TripleDart Digital delivered significant improvements for Powerplay:

PPC Performance

Increased clicks to ICP lead conversion rate from 0.73% to 1.13%, with reductions in CPICP and CPQD leads by approximately 26% and 13% respectively.

SEO Success

Our impact was transformative. Traffic to BOFU blogs surged by 412%, MOFU blogs by162%, and TOFU blogs by an astounding 1186%, resulting in the highest number of nonbranded ICP leads in recent months.

At TripleDart, we’ve always championed specifically tailored solutions over general approaches and our outstanding results have only cemented our belief. We’ll let the numbers speak for themselves

How Does the Future Look?

Powerplay expressed satisfaction with TripleDart Digital's results, noting substantial improvements in lead quality and campaign efficiency. While they have not yet referred TripleDart Digital to industry peers, they remain committed to expanding their digital footprint further.

How Does the Future Look?

TripleDart Digital's tailored PPC and SEO strategies have empowered Powerplay to overcome digital marketing challenges, achieve substantial growth in lead quality, and establish a stronger foothold in the competitive construction management market. By addressing specific challenges with targeted engagement, efficient resource allocation, and continuous optimization, TripleDart Digital has played a pivotal role in Powerplay's journey toward digital marketing success.

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