Case Study:
Barkefellers is a trusted pet care service provider operating across five locations. Previously, they maintained a single website with a generic “starting at X price” model for all services, which made it challenging to showcase location-specific details and drive local engagement.
The Challenge
Generic Online Presence: A single website couldn’t easily present pricing and service details relevant to each area.
Limited Local Relevance: The one-size-fits-all approach hampered local SEO efforts and prevented effective differentiation of offerings by location.
Inefficient Marketing Communication: Without segmented communication, Barkefellers struggled to send targeted messages that resonated with each local customer base.
Insufficient Data Insights: The lack of robust tracking meant missed opportunities to understand how different marketing touches were contributing to customer conversions.
The Solution
Tailored Website Architecture
We redesigned Barkefellers’ digital presence by developing a centralized main website that serves as a user-friendly hub.
Visitors choose their specific location from this hub, which then redirects them to a dedicated subdomain customized with localized content, services, and specific pricing. This approach enhances the customer experience and bolsters local search rankings.
Enhanced Email Marketing with Gingr
Leveraging the Gingr system, which encompasses Barkefellers operations, we built a comprehensive email marketing framework.
A monthly “Barkefellers Bulletin” ensures consistent corporate communication across all locations.
In addition, each location sends two tailored emails per month that highlight local events, promotions, and updates—fostering deeper community engagement.
Data-Driven Insights with CallRail
To gain a better understanding of customer interactions, we implemented CallRail across all websites.
This tool tracks both first and last touches in the customer journey, providing critical insights that help refine marketing strategies and measure campaign effectiveness.
Targeted Digital Advertising
We launched a Facebook ad campaign featuring specialized promotions for first-time customers. This tailored approach drives new customer acquisition by offering exclusive deals and incentives.
Plans are also underway to introduce Google Ads to further boost online visibility and lead generation.
The Results
Localized Engagement: The new subdomain structure enables clear, location-specific pricing and content, enhancing the customer journey and improving local SEO performance.
Improved Communication: The blend of a monthly corporate bulletin and targeted local emails has strengthened engagement, ensuring that each location can effectively share news and offers with its community.
Actionable Data Insights: With CallRail’s advanced tracking, Barkefellers now accesses detailed data on customer interactions, helping optimize marketing strategies and improve return on investment.
Business Growth: The integrated strategy—combining a revamped website, strategic email marketing, precise call tracking, and tailored digital ads—has led to increased lead generation, heightened customer inquiries, and is paving the way for continued growth as additional ad channels roll out.
The Conclusion
By overhauling their online presence and embracing a localized digital marketing strategy, Barkefellers now enjoys a dynamic, user-friendly experience that speaks directly to each community. The tailored subdomain approach, combined with advanced call tracking and targeted marketing efforts (including specialized first-time customer promotions), has set the stage for continued growth and a stronger local market presence.
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