Profile of Matt Lodge - Digital Marketing Analyst

Matt Lodge: Digital Marketing Analyst

WHO AM I?

I am a Digital Marketing Analyst at Seafoam Media. It’s my job to convert measurable data into actionable results for our clients.

MY MISSION AT SEAFOAM:

I want to ensure that our clients have every advantage possible in a competitive digital landscape. My mission is to use data-driven approaches to create a seamless marketing plan that grabs customers, no matter how they’re searching or browsing.

WHY I LOVE WHAT I DO:

I’ve always loved solving problems. Diving into data and numbers to find ways to move the needle for our clients creates unique challenges and gives me the opportunity to find new solutions to age-old problems.

MY QUALIFICATIONS AND EXPERIENCE:

Prior to joining Seafoam Media, I worked at a direct marketing agency in New York City for 4 years. I learned classic methods for reaching customers and growing brands.

I also worked for the largest online chess website, Chess.com, for 4 years. I worked extensively on growing our online presence along with managing our analytics for our streaming video content.

IN MY FREE TIME…

I play a lot of chess, despite being deeply mediocre at it. I’m in a bowling league, despite being deeply mediocre at that, as well. I love spending time with my fiance and my dog, which I am fantastic at.

Lauren Kruczyk: Client Success Manager

WHO AM I?

I build & maintain relationships with my clients while keeping the team organized and timely with their tasks. I make sure my clients are well taken care of and are always "surprised and delighted" by my team. 

MY MISSION AT SEAFOAM:

To maintain a graceful and professional presence while going above and beyond to both make clients happy and collaborate with the team in a positive manner. Basically, to be awesome at my job and continue learning throughout this journey I have been lucky to embark upon.

WHY I LOVE WHAT I DO:

I love interacting with people, understanding the dynamics between clients' and Seafoam's ultimate goals, and managing team tasks so that we are all working together to adhere to the philosophies set in place by Seafoam. I want to be the bridge that helps lead everyone safely to the other side. :-)

MY QUALIFICATIONS AND EXPERIENCE:

I have experience in digital marketing, content writing, coding, and client relations. I believe my plethora of experience is vital in working to be a successful and vital addition to my clients' teams.

IN MY FREE TIME…

I spend time with my puppy Piper, Roku & chill, cook spicy things, write "stuff," read memoirs, watch horror movies, hike when I am lucky enough to be in the mountains, travel (ultimate goal: Machu Picchu in 1 year + Belize!), and enjoy being an "amateur photographer."

Rachel Sipes

Rachel Sipes: Digital Marketing Analyst

WHO AM I?

I am one our team's Digital Marketing Analysts! I love digging into the numbers and watching my hard work in PPC and SEO pay off for our clients.

MY MISSION AT SEAFOAM:

To learn and test.  I want to learn as much about the digital space as possible so I can become a better strategist, analyst, and business partner.  I want to know more about your business and tell you what I know will help you achieve your goals.

WHY I LOVE WHAT I DO:

The media industry is ever changing.  Something new is being rolled out everyday; something that could help my clients soar.

MY QUALIFICATIONS AND EXPERIENCE:

I started my career 4 years ago in paid media and have been learning about new trends and methods ever since!

WHY I LOVE WORKING AT SEAFOAM:

I'm excited to work for a company who has a relaxed, trusting, hungry, and dedicated atmosphere.

IN MY FREE TIME…

I love to re-watch my favorite tv shows.  Sometimes while I do this, you will find me tapping into my creative side with some acrylic paints or mimicking some drawings on sketchpad.

Porta-King And The Case Of Slipping SEO

Porta-King offers a cost-friendly and convenient alternative to traditional construction. With a team of experienced engineers, Porta-King custom-designs modular offices, prefabricated security buildings, and more.

Porta-King Building Systems Logo

Headquartered in Earth City, Missouri, Porta-King manufactures modular inplant offices, portable buildings, shelters, multiple wall partitions, security & guard booths, structural steel mezzanines, and more. They have ten regional sales offices in the United States and two production facilities in Missouri with more than 152,000 total square feet.

Channels

Organic Search
Facebook
Twitter
Instagram
YouTube
Email
Onsite Content
Paid Advertising

Industry

Industrial Manufacturing

The Challenge

Although they’re a well-established company, serving customers in North America and around the world since 1969, Porta-King had a marketing problem.

A strong brand deserves an even stronger voice.

Their existing website didn’t represent the quality and the reach that Porta-King was known for. While it conveyed important information, it wasn’t positioned well on Google. Porta-King knew that to continue their pace of growth, their website had to match their mission. It needed an SEO makeover.

Liz gives us the rundown on Porta-King

The Opportunity

There are few things in life that are more frustrating than seeing your hard work flounder.

In this case, Porta-King had put a great deal of time, energy, and money into their digital marketing. It just wasn’t yielding the results they needed. When they came to work with Seafoam we were able to identify several key aspects that would make our digital marketing efforts succeed.

1. The Brand Was All In For Success The team was eager to earn back their leadership position in terms of rankings for the brand. They wanted to see themselves back on the number one spot, digitally.

2. The Brand’s Reputation Was Solid, Built Over Decades The team had a solid brand; based on longevity, experience, and service. As one of the premier companies in their industry, Porta-King had built a reputation in the real world for being an excellent company to work with. They simply needed this aspect of their brand mirrored in the digital world.

The Brand Wanted To Build Strong Relationships The team at Porta-King understood that the key to any successful project lies in strong relationships. They wanted to work with a company that believes in honest and frequent communication in order to get the job done. This fit in perfectly with Seafoam Media’s values.

Knowing that the team was hungry to see some wins, the Seafoam team jumped in and got to work.

The Strategy

Gaining Traction

The Seafoam team immediately went to work on reviving Porta-King’s rankings from the dark depths of the latent rank pages. As it turns out, the new Porta-King website, though visually sound, wasn’t fabricated for the modern web. It was missing key search terms that customers typically typed into Google when looking for Porta-King’s products. In addition, they weren’t running Google Ads to get the word out that their brand was still the supreme manufacturer and retailer in their industry.

To add even more fuel to the fire, Porta-King’s competitors were ranking for the search terms Porta-King should have been targeting, thus stealing away valuable online real estate.

At this point, things weren’t looking good for Porta-King. They made a great product. They had a good-looking website. In a highly competitive digital market, however, more was needed to make a dent in the competition.

Matt Lodge loves numbers. Especially when they’re conversions from Porta-King’s PPC campaigns.

Brian Martin looks holistically at Porta-King’s SEO.

Ashlee is the go-to for Porta-King. She knows the ins and outs of our strategy.

Slowing The Search Engine Freefall

Porta-King needed an emergency parachute for the search engine freefall they’d found themselves in. They needed an experienced digital marketing agency to throw them a lifeline and help the, scrape back to the top of Google, one keyword at a time.

As we designed a strategy for Porta-King, we knew we wanted to strike the right balance between informative web content and keyword dominance on Google. As we say in our office from time to time, we had to know how to speak to the “bots” that rank, as well as the humans that read. So we started to redefine the content throughout Porta-King’s site, trimming the pieces we didn’t need and sculpting what was left into an SEO masterpiece.

However, as satisfied as we were of our work, we also recognized that search engine optimization alone wasn’t going to be enough to give Porta-King the initial rankings bump they were hoping for. We’d need to use some well-placed ads to siphon a little online real estate back from Porta-King’s competitors and re-establish the brand amongst current and future customers.

Putting Our Heads Together

Our goal here was to strike the right balance between efficacy and budget. Having been burned before, Porta-King was reluctant to just throw money at adwords as some sort of digital “Hail Mary Pass.” We needed to show that the platform would bring real return on investment for the brand. In order to do so, we started off small; building highly targeted and very specific campaigns in tandem with website changes to help amplify our efforts. We worked on getting the quality score of the brand up, before we put more money into the campaigns.

Additionally, as a large company with lots of moving parts, we wanted to make sure we built some serendipity into our strategy. As a marketing agency, we know digital media… but we weren’t experts on marketing guard shacks and portable buildings. As always, we wanted to make sure we left plenty of room at the table for the experts in the field from Porta-King.

We want all of our clients to feel like the Seafoam team is an extension of their internal team, with the same goals and objectives. We also know that when we combine the knowledge of a bunch of different brains, with varying experience and perspectives, we can build amazing things. This is why we found our monthly meetings with Porta-King to be so informative and helpful. We utilized this time to brainstorm on new ideas as well as to review the efforts of our existing strategies. Working in tandem with the Porta-King team we were able to yield results that were far greater than the sum of its parts.

The results of those efforts look a little something like this…

Nikki helps tie the strategy and execution together with Porta-King’s goals.

Contact Us

Our team is ready and waiting to answer any strange-confusing-complex questions you can throw at them.