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Sera Partners with HawkSEM to Beat Competitors & Boost Brand Authority Through SEO, PPC & Social Media Marketing
SaaS Platform for HVAC & Plumbing Services
About Sera
Sera (sera.tech) provides field service software for contractors, helping them supercharge their HVAC, electrical, and plumbing businesses with catered tools for scalable growth. Sera’s software organizes everything into a single field-services platform, complete with automated tasks, convenient booking capabilities, and transparent metrics to help maximize revenue.
The Goal
Sera was dealing with heavy competition in search results and via social – it needed a strategic pathway to stand out and win business over others in the industry through increased brand recognition and positioning.
The Challenge
Sera was looking to increase quality lead volume to increase revenue and mitigate high costs per click on Google search campaigns due to the competition in the software space.
The Result
The Solution
The HawkSEM team took an omnichannel approach to help carve out Sera’s place as an industry leader in their space. With PPC, we worked to improve the campaign structure and campaign types that were used, which allowed us to lower CPCs and overall costs per lead while still keeping quality intact.
After conducting audience testing and audits around Sera’s social media creative, we introduced new campaign types focused on the engagement funnel, which improved the quality of leads driven by solution-focused messaging.
Meanwhile, the growing organic presence for long-tail variations of target keywords was working to support users through the consideration stage of the marketing funnel as they researched FSM tech and found Sera’s articles in the search results.
Improved the structure of the campaigns and the campaign types that were used.
Conducted a variety of social media audits, which allowed us to create a strong brand presence in the market.
Built out SEO content clusters to their primary industries to allow for better keyword ranking and tracking with more transactional topics.
The Impact
By introducing new social campaigns with a full-funnel focus, we were able to nurture and capture more high-quality, ready-to-act leads at the bottom of the funnel.
By keeping up to date with technical audits and aspects while ensuring schema was prioritized on the content pieces, we were able to increase Sera’s chances of ranking in featured results on Google.
Additionally, the development of content was not only consistent and robust but also provided a full-funnel view for keyword intent to capture a high volume of blog traffic to present themselves as an industry thought leader.
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