Century-old manufacturer adopts cutting-edge digital marketing strategy

Schlemmer Brothers Small Business Revolution

Search Engine Marketing Case Study: Schlemmer Brothers

BUSINESS OVERVIEW

Since 1903, Schlemmer Brothers has been serving the heating needs of the Wabash, Indiana, community with quality products and top-notch service. Owner and Schlemmer descendant Kent Henderson was recently selected as one of six business owners in Wabash to benefit from a Small Business Revolution Main Street makeover. Among other services, Deluxe provided the tools to help the business take full advantage of online marketing.

Kris White

We’re already seeing customers in the store that we weren’t going to see before.

Kris White
General Manager,
Schlemmer Brothers

The Situation

Since 1903, Schlemmer Brothers has been serving the heating needs of the Wabash, Indiana, community with quality products and top-notch service. Owner and Schlemmer descendant Kent Henderson was recently selected as one of six business owners in Wabash to benefit from a Small Business Revolution Main Street makeover. Among other services, Deluxe provided the tools to help the business take full advantage of online marketing.

The Plan

After examining their marketing approach and exploring how consumers in the Wabash area choose home heating options, the team at Deluxe identified three opportunities for Schlemmer Brothers to improve their sales:

  • Create a mobile-friendly, easy-to-navigate website that showcases the owners’ unique expertise and offerings
  • Optimize each page to help search engines find the website
  • Modify their Google AdWords investment to capture consumers seeking heating solutions

Old website 

Schlemmer Brothers' old website

New Website 

Schlemmer Brothers' new website

The Process

Deluxe conducted an initial call with Kent and Kris to learn more about their business. Four guiding principles emerged:

  • Schlemmer Brothers are experts in heating
  • They know the area better than big-box competitors
  • They deliver quality work at a good value
  • Their staff is helpful and friendly

The Deluxe team developed a website and accompanying digital strategy to align with these strengths. First, they applied six SEO (search engine optimization) best practices to improve the ranking of each page of their website, including adding key information like business name, address and phone number on every page.

Schlemmer Brothers' SEO optimizations

Next, they enhanced Schlemmer Brothers’ advertising campaign on Google. The new plan targeted messages to the right types of buyers.

Google AdWords improvements included:
  • Lowered bidding on mobile ads: The new mobile-friendly website opened new opportunities to reach customers.
  • Removal of unqualified searches: The business is now less likely to spend advertising dollars on consumers searching for seemingly relevant terms that are unlikely to lead to a sale. For example, searches for “chimney sweeper” return a Schlemmer Brothers’ ad, but searches for “chimney sweeper salary” do not.
  • Optimizing the ads: Deluxe made several improvements to the ads themselves. One Google ad highlighted Schlemmer Brothers’ A+ rating with the local Better Business Bureau. This message results in a larger ad, offers a third-party trust factor and primes the visitor who clicks it to understand this is a trusted business.
  • Tailoring the ads to the searcher’s intent: Deluxe also focused the ads more specifically on the search query. Searchers looking for “chimney sweeper” see an ad specifically speaking to the chimney sweeping services, which includes copy about Schlemmer Brothers’ certification with the Chimney Safety Institute of America.

The Results

At the core of Schlemmer Brothers is a culture that rewards its employees for taking care of every customer that walks through its door. Now, with an updated professional website and an online ad campaign that meets the expectations of online visitors, the company is in better shape to endure another 100 years.

New website is mobile responsive

Schlemmer Brothers' mobile responsive website

New website communicates knowledge of the area and weather conditions

Schlemmer Brothers' new website

New website showcases quality products

Schlemmer Brothers' new website

And finally, the new website makes it easy to contact both retail locations

Schlemmer Brothers' new website

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