Industry
Electrical Services
Challenge
Tidal was losing ground in North Carolina as competitors, including a fast-growing rival, expanded aggressively into its key markets. With time working against them, Tidal needed to act quickly to stay ahead and reclaim its dominance.
Results
Tidal saw a 386% increase in conversions and an 80% drop in cost per conversion within three months of implementing Vaulted’s strategy. With a well-timed launch during hurricane season, lead volume surged by 170%, while cost per lead fell by 63%, all achieved with just a 1% increase in overall spend.
Key Product
Custom Landing Pages, Automated Lead Nurturing, Conversion Tracking, SEO & CPC Optimization
The Vaulted team goes above and beyond expectations on all aspects of their work. Not only did they offer great professional services and direction for our CRM development but they also added the personal touch of getting to know our team and training us to use the tools they provided.
About Tidal Electrical Services
Tidal Electrical Services is the largest electrical services company in North Carolina, and has built a strong reputation way back since its founding in 1948. Tidal has been proud to serve the Greensboro and Triangle marketplaces with 24/7 service, but in the modern era, the company faced a choice: rely on its legacy or adapt to an evolving industry.
When faced with this fork in the path, Tidal committed to continue providing expert maintenance for residential, commercial, and industrial properties. But in the meantime, Tidal also identified two key areas for growth: generator installations and electric vehicle charging stations. Was it possible to grow and maintain at once?
The Challenge: Unlocking Momentum in a Competitive Landscape
Despite Tidal’s dominance in North Carolina, competitors were gaining ground, including one aggressively acquiring clients in Tidal’s historically strong Triad-to-Triangle region. Vaulted’s first step was to identify weaknesses in the competition. They found that the competitors had a limited use of technology.
Vaulted then created a digital marketing strategy to refresh Tidal’s brand. The main challenge was time. Delaying the strategy would allow competitors to capture more market share. Tidal needed a time-sensitive campaign to quickly build a lead tracking and nurturing system. Vaulted supervised the integration of HubSpot for streamlined lead management. Vaulted’s research also revealed new regional competitors, which allowed Tidal to further refine its approach and target high-value leads.
Strategy: Leveraging Automation and Iteration to Generate Leads
Vaulted took a proactive, SEO-driven approach with aggressive keyword testing and CPC optimization on Google Ads, fine-tuning targeting for cost efficiency. They didn’t stop at just clicks—Vaulted built customized landing pages with specific conversion goals and set up conversion tracking, focusing on form fills and first-time callers who stayed over 60 seconds.
For Tidal’s core products—generators and EV charging stations—Vaulted crafted messaging that resonated. They highlighted Tidal’s reliability in preparing for climate-related disruptions with generators and emphasized speed, quality, and expertise in the fast-growing EV market.
The HubSpot integration made a significant impact, automating lead nurturing and lifecycle management. Vaulted created over 18 workflows to handle administrative tasks, lead routing, and reminders, freeing Tidal to focus on the increased lead volume. Vaulted kept things sharp by running continuous A/B tests, adjusting messaging to ensure Tidal remained agile and conversions kept rising.
Implementation: Optimizing Through HubSpot
Vaulted kicked off the strategy by building a custom, user-friendly CRM in HubSpot to streamline lead tracking and automate workflows. They set up 18 automations to handle administrative tasks and added 22 new fields to keep leads organized and the CRM running smoothly. To keep everyone in the loop, Vaulted created 41 new reports to automatically update shareholders on performance and trends.
To make sure the CRM was fully utilized, Vaulted trained the Tidal sales team on how to make the most of the platform’s features. They also aligned the team on campaign objectives and marketing strategies, ensuring consistent and effective messaging. Finally, a proactive approach was introduced to identify and replace low-performing ad components, keeping Tidal’s digital ads continuously optimized.
Results: Increases in Lead Volume, Conversions, and Traffic
- Tidal saw a 386% increase in conversions, showcasing the immediate effectiveness of the new strategies.
- The cost per conversion dropped by 80%, significantly improving cost-efficiency while maintaining strong results.
- A 157% boost in conversation rate indicated higher engagement and more meaningful interactions with potential customers.
- Lead volume surged by 170%, reflecting the success of the campaign in attracting a broader audience.
- The cost per lead decreased by 63%, demonstrating a more efficient use of marketing resources.
- CPM fell by 85%, allowing Tidal to reach more people at a lower cost.
- Cost per click dropped by 65%, making each engagement more affordable.
- Total impressions increased by 560%, meaning the messaging reached a far larger audience.
- These improvements came with just a 1% increase in overall spend, proving the strategies delivered massive results without significant cost increases.
Future Outlook: Sustained Growth, Expanding Reach
Tidal Electrical Services is all in on its digital-first growth strategy, continuing to work hand-in-hand with Vaulted to expand its reach and lead the way in the electrical services market. The goal is clear: position Tidal as a trusted authority, with future campaigns driven by smart, targeted digital strategies. This journey shows just how powerful a well-crafted digital marketing plan can be, especially for companies looking to stand out in a competitive field.Ready to Lead the Market?
