Driving New B2B Opportunities

MARKET RESEARCH

The first step in this project was conducting market research that would help us find the sweet spot between Lincoln Gutters’ specialization and their potential customer’s pain points.

Our research revealed a critical gap – many commercial clients desired a one-stop shop for all their gutter needs. Traditional gutter companies often focus solely on cleaning or repairs, leaving property managers and builders to manage multiple vendors. Lincoln Gutters’ full-service approach included gutter installation – a service many of their competitors are not equipped to handle. This commercial focus honed in on one section of their audience and the strength that differentiates Lincoln Gutters within the market: complex gutter jobs.

From here, we began researching the commercial audience even further. Our team narrowed in on three types of ideal clients — property managers, maintenance directors, and HOA members.

USER JOURNEYS

Based on the pain points, expectations, and motivations of these potential clients, we created a user journey that laid out the anticipated flow of engagement with each ideal client and a touchpoint at each stage of interaction.

For example:

1. An initial leave-behind, door hanger, or mailer (discovery) would direct potential clients to a newly designed landing page.
2. The landing page (exploration and consideration) would offer further details on services, direct potential clients to schedule a free estimate (decision), and offer the opportunity to sign up for an email list to receive a Gutter Maintenance Checklist.
3. An intro email with the Gutter Maintenance Checklist would go to the potential client followed by spaced reminder emails before they would join the seasonal email newsletters (engagement).

With a thorough understanding of the audience, we were ready to curate thoughtful and impactful branding components that would stand out to commercial clients.

MESSAGING

Our main messaging immediately hit on the motivators and expectations of commercial property clients in a memorable way.

The campaign message, “Your Full-Service Gutters Solution: All-in-one gutter solutions for irresistible curb appeal and lasting value,” effectively targeted the unique needs of their target audiences:

Full-Service Advantage: Highlighted the convenience and efficiency of a one-stop shop for all gutter needs.

Irresistible Curb Appeal: Emphasized the aesthetic value of well-maintained gutters for attracting tenants or buyers.

Lasting Value: Focused on the long-term benefits of expert gutter care, minimizing future repair costs and protecting property value.

DESIGN

Lincoln Gutters’ branding uses two main colors: blue and green. In order to differentiate between residential and commercial work, our design team recommended they lean into one color for each audience’s marketing materials. We chose to use their green as the main color for their commercial services.

We also used their “gutter guy” character to maintain brand recognition but added components like a cityscape and pattern to elevate the feel and clearly communicate the commercial message.

Finally, our team designed custom badges that would communicate their credibility in a simple way.

• The JBLM badge shows that they are a trusted partner of Joint Base Lewis-McChord, a local Army, Air Force, Marines, and Navy base.
• The Family Owned badge shows Lincoln Gutters’ long history as a local, family-run business.

We designed three marketing assets that would serve as the initial touchpoint for potential clients: a leave-behind, a door hanger, and a mailer card.

The copy on each of these assets addressed the audience’s expectations and positioned Lincoln Gutters as the trusted commercial gutter maintenance provider that they are.

The design included a clear call to action to scan a QR code for a free estimate. This code would lead to our custom landing page.

We also designed a downloadable Gutter Maintenance Checklist that would serve as a lead magnet within the landing page, providing a useful, memorable resource to potential clients.

The custom landing page matched every other component of the campaign in both design and copy to maintain trust and attention. It included:

• Clear call-outs that address the audience’s pain points and establish Lincoln Gutters as a trustworthy resource
• Further details on the other LG services
• Commercial client reviews
• A brief history of the company and experience
• A simple explanation of what you can expect during the free estimate process
• The opportunity to sign up for an estimate
• Frequently asked questions
• A link to receive their Gutter Maintenance Checklist in your inbox

The email campaigns also aesthetically matched all other marketing components, solidifying campaign and brand recognition in readers’ minds as they journeyed with Lincoln Gutters.

All three emails touched on the importance of gutter maintenance for commercial companies and guided readers through each stage of their decision-making process.

The end result was a commercial campaign strategically positioned to serve potential clients and anticipate their needs every step of the way!