Success Highlights
Powerhouse Boiler Equipment initially came to Brolik focused on a website redesign, but that quickly grew into a growth marketing relationship that lasted for several years, led to explosive growth for the business, and eventually, acquisition. But, let’s start from the beginning…
- 190% increase in leads from organic search
- 4 year growth spurt from $23MM to over $40MM, a 74% increase in revenue
- Eventually acquired by the global brand Atlas Copco
It All Started With a Website
As he stepped into the leadership role at Powerhouse, Matt had a vision.
He saw Powerhouse positioned to modernize an industry that had stayed
largely stagnant through the growth of the internet. He envisioned a
website experience that was like an e-commerce site, allowing users to
“shop” for boilers as easily as a pair of shoes, with all of the
technical information clear and easily available. Brolik built a site
that allowed users to filter by key boiler specs, calculate boiler needs
based on their situation, and view the boilers themselves with fully
interactive 3D models.
Bringing the Site to Life With Content
A key part of our strategy with the website was to deliver resources and experiences that would draw our audience in and provide real value, and this wouldn’t stop with the launch of the site. So Matt engaged Brolik to drive a content strategy consisting of case studies and educational material written specifically for their target audience.
Carving Out a Presence in Search Engines
Ranking in search engines was difficult. Many of the relevant searches were related to the major boiler brands, for which the brands themselves dominated the search results. Brolik enacted a two part strategy of optimizing pages focused on rentals and refurbished, used boilers, while also positioning Powerhouse as a non-biased source of information across different boiler brands.
Traffic From Search Engines Increased, and So Did Leads
Over time we began directly competing with the major boiler brands in search results, with 125 relevant keywords ranking in the top three spots, resulting in a significant increase in traffic to the site. But more importantly, this combined with a 127.78% YOY increase in conversion rate to lead from organic traffic, leading to a 190% increase in leads from organic search within 1 year.
Matt Stohner
Powerhouse CEO
“Brolik really helped us adapt our approach and grow into a much more progressive, aggressive, and nimble company. We wouldn’t have achieved the same level of growth without them.”
Improving Sales with End-to-End Tracking
There was a problem though. Sales weren’t increasing as much as tracked leads, and we needed to figure out why. This is where end-to-end tracking became the biggest priority. Many of Powerhouse’s leads came in by phone, so we implemented a call tracking system to allow us to track and record every lead that phoned in.
Pairing that with a comprehensive lead tracking system enabled us to review leads for quality, know how they engaged with our marketing efforts, and optimize campaigns to generate more quality leads. It turned out that a significant number of the leads weren’t making it to the sales team members, so we helped them to identify and solve the problem, and all of a sudden the close rates increased — and so did revenue.
Promoting Value Propositions Through Paid Channels
Once we validated that our content strategy could deliver quality leads, we supercharged our efforts with paid media. We launched campaigns across social and search, which allowed us to broaden our reach and spread word of Powerhouse’s services even wider. Through paid search efforts, we were able to capitalize on competitors’ lack of comprehensive strategy on the platform while capturing the search traffic we already knew was valuable. Our paid search campaign turned out to be so successful with a 4.33% lead conversion rate and 111 leads delivered that we needed to turn it off because Powerhouse couldn’t meet the demand for boilers the campaign created.
Showing Mission and Company Culture Through Video
As the company grew, we saw an opportunity to highlight what makes Powerhouse special: the strong team bond and family feel within the company. We produced a culture video to help Matt and his team stand out in the industry. This would prove to be an asset for both client acquisition and recruiting.
We Ran Some Numbers
$17M
revenue added
74%
revenue growth
100+
new customers
127%
increase in paid conversion rate
The Finale: A Growth-Led Acquisition
The company’s rapid marketing-driven growth and fresh, modern image eventually caught the attention of several M&A firms and strategic investors. They came knocking loudly and often, and many mentioned how impressed they were by the brand that Brolik helped Powerhouse build. Eventually, Powerhouse was acquired by international industrial tool manufacturer Atlas Copco.
Matt Stohner
Powerhouse CEO
“It can’t be understated how important Brolik’s work was. They were not only a good partner, they were the right partner for us to achieve this growth.”
