Cork Crane Hire
Established since 2005 Cork Crane Hire is a Widnes based firm that provides lifting solutions across a wide range of industries including: Construction, Marine, Infrastructure, Mechanical & Energy Production. The firm prides itself on great service, reliability, punctuality and efficiency.
The Challenge:
Since its establishment, Cork has been faced with growing competition from other crane companies around the UK, particularly in the Manchester and Liverpool area for construction business. The majority of these firms have embraced digital technologies including social media & search engine optimisation. Albeit well known in the industry, Corks efforts around digital marketing were a development area for the business. They regularly ranked on pages two and three for their keywords on Google. Our task was to get them on page one of Google for specific keywords covering Manchester & Liverpool using SEO and social media activity.
The Solution:
We started with a comprehensive SEO audit of their website & all their social media assets. Using Google’s Key Word Planner we identified the number of searches per month for each keyword in Manchester & Liverpool. This was followed by a review of their website attributes including: domain strength, all back-links and how each webpage was performing in terms of optimisation for specific key words. The firm also actively posts content on LinkedIn & Facebook platforms. All content across these was reviewed in terms imagery content, relevance and levels of engagement
The Results:
Using the insight gained from the audit, we developed an on-going SEO strategy to improve the website’s ranking to generate enquiries. Integral within our strategy was leveraging social media as this too would impact the website rankings via social signalling. The result after 3 months was consistent page one Google rankings on ALL Cork’s key words, 3 crane hire enquiries daily. The table below depicts Corks journey before and after the activity.
Before SEO Activity
After SEO Activity
Pass The Property
Pass The Property are managed and serviced accommodation specialists who operate throughout the UK. They help property owners maximise their rental income by removing the burden of finding tenants and looking after their property. They also provide added value services such as property appraisals, mentoring and training programs for landlords.
The Challenge:
In a growing market there are many competitors with a similar proposition but not the level of experience and service provided by Pass The Property. Key is continuing their growth despite new entrants to the market desperately trying to steal market share.
The Solution:
First we reviewed how their online assets including social media were being used to attract new landlords for specific services. These were re-purposed. We engineered lead generation and conversion campaigns aimed at key audiences around the UK based on pre-defined selection criteria. All campaigns were split tested against each other until we identified the best performer in terms of highest levels of engagement and lowest cost per customer acquisition.
The Result:
Business has continued to grow exponentially with no less than 5 new landlords acquisitions per week. This campaign is on-going.
Ruabon Road Dental
Ruabon Road Dental is a well established private practice providing a range of traditional and cosmetic dental treatments. With expansion plans on the horizon and additional staff coming on board, they required a means of acquiring new patients for their treatments, particularly a younger clientele for their cosmetic treatments.
The Challenge:
Grow patient numbers for both traditional and cosmetic treatments cost effectively whilst encouraging repeat visits to the practice.
The Solution:
We reviewed the practice’s social media assets, Facebook & Instagram. The existing content which had good engagement was re-purposed and converted to lead generation ads. We also engineered conversion ads using customised audiences targeting people by interest within an 8km radius of the clinic. We led with two propositions: a) highlighting the emotional issues associated with having poor dental hygiene and why treatment is important b) the net benefits of having great looking teeth. Prior to rollout of the ads, we split tested each ad version, identified the best performer and scaled up the winners.
Results:
Increase in new patients numbers by 35%. Of these 20% were from a younger demographic. Our cost per patient acquisition was £3.50 and CTR 4.05% for the entire exercise. The programme is on-going.
The Bedford Chiropractic Clinic
The Bedford Chiropractic Clinic provides a host of non-invasive chiropractic treatments for back, neck, shoulder and pain resulting from sports injuries. Established in 2007 and run by Dr Surinder Sandhu and his team, the practice is growing with plans to open another clinic in Milton Keynes.
The Challenge:
Grow patient numbers while improving patient’s LTV (long term value) by encouraging regular visits to the clinic but from a more affluent health conscious demographic.
The Solution:
The clinic was actively using social media to engage with existing and prospective patients. We took this a stage further by auditing all social activity. We identified key responsive audiences with a high propensity to take up treatments. Using this insight, we created lookalike audiences to identify new potential affluent patients in the region. Conversion ads were developed with different offers, videos, imagery and propositions that were tested to optimise performance. All new patient enquiries were directed to a bespoke landing page for capturing enquiries & retargeting activity..
The Results:
10% increase in regular treatments for new patients and 4 new patient enquiries per week. This campaign is on-going.
Woodward Solicitors
Woodward Solicitors is a Northwest based firm specialising in personal injury, injury resulting from industrial diseases and family law. Underpinning their technical expertise is their friendly and customer centric approach to very complex legal matters.
The Challenge:
As a well established business operating in a highly competitive market, the need to raise brand awareness and extend the reach of their legal proposition was vital. With very active social assets and evolving website, the question was how to gain traction in a crowded market cost effectively and accurately with potential clients within a 25 mile radius their office location.
The Solution:
Our approach started with the company’s ethos around professionalism, technical expertise and friendliness. This helped us shape the content strategy around the key NET benefits of engaging with Woodward for legal assistance. With our messages formulated, we reviewed their online assets and concluded the most appropriate platform for engaging the public was Facebook. Using targeting tools we engineered awareness & engagement sponsored campaigns to gain significant traction in the region. The activity was further supported by regular posts around specific services, events and competitions. Results, increased brand awareness & page followers.
Verdure Floral Design
Verdure is an established Salford based florist. They have an enviable reputation for creating beautiful floral designs for any occasion. In addition to running a customer facing business they also have an online shop where flowers can be ordered and delivered throughout the Northwest. The latter has been a grown area for the business and why they’ve engaged with Grace Maddison.
The Challenge:
Maximise online sales for special calendar events throughout the year without cannibalising sales from other areas in the business.
The Solution:
We first reviewed Verdure’s technology platform and payment vehicle for their website and if this was running Google Analytics. This insight helped us develop the mechanics around the campaign. Once this was established, we engineered a host of sponsored campaigns on Facebook to coincide with calendar dates such as International Women’s day, Mother’s Day, Valentines etc... We applied a ‘unique Campaign URL’ to each allowing us to directly monitor all e-commerce sales resulting from our social activity. We additionally, reported on sales from other online sources for comparison. Results, 45% uplift in e-commerce sales on previous year.
Cheetham Jackson
Cheetham Jackson is an independent financial planning business with 14 offices around the UK. They specialise in wealth management, pension planning, tax planning and investments. The company’s technical expertise is underpinned by its very customer centric approach which is their primary USP and reason for their years of success.
The Challenge:
CJ is a thriving business operating in a highly competitive space where building personal relationships is key for their success. With 14 offices operating in different regions, effective local marketing is vital for further growth & sales. The task was to come up with a social media strategy to engage locals and create an opportunity for new business.
The Solution:
After auditing their online assets and getting a feel for the key drivers ‘why’ anyone engages with a financial adviser a new social strategy was engineered specifically targeting local audiences with a high propensity to use an IFA. We used this data to optimise all their social activity. We tested numerous content & image variations and learned people are only interested in the ‘net benefits’ of the CJ proposition. We studied the best time of day when our audience was online to optimise our content’s exposure. The net result was an increase in engagement (Likes/Shares), more inbound leads and an increase in the respective offices social following.
Zest Bathrooms & Kitchens
Zest is a luxury bathroom & kitchen designer and supplier. Their service extends across the UK. Operating for over 20 years, they have clients in both the residential and commercial sector. The business has a long history and is well known within industry. The design team is second to none and with a very customer centric approach to all projects, the business has experienced much success over the years.
The Challenge:
Within the last few years competition in the sector has increased. This together with the fluctuating economic conditions in the building industry, Zest needed an additional channel to engage directly with key decision makers in the commercial sector, whilst continuing momentum in the residential arena.
The Solution:
The opportunity revealed itself within the firm’s social media platforms Linkedin & Facebook. We reviewed these online assets, established using geo-demographic insights we could gain more traction with a larger volume of prime potential customers in the commercial & residential sectors. This led to engineering an engagement campaign targeting homeowners and the commercial sector. The result was increased engagement & brand awareness with both respective audiences – which had a positive impact on the sales pipeline.
Halbro sportswear
Halbro is a UK sportswear designer and manufacture. Established since 1919 the firm has a strong pedigree in the Rugby World and provides kits on an international level. The business also has a firm footing with UK secondary schools and provides a range of sports kits.
The Challenge:
With increasing competition from overseas and the UK they approached Grace Maddison to help them develop an online strategy to engage prospective customers, generate leads for the sales team and increase profitability.
The Solution:
We reviewed all the current marketing activity for the business both off and online. We discovered their web presence and social media assets were not being monetised and an area for development Starting with Google Analytics we reviewed: traffic sources, the most popular pages and visitor behaviour/journey. We added a few tracking codes to specific pages. The insight gained led to minor changes to the website rather than a costly re-vamp. The business now benefits from increased customer engagement, longer visitor time on site and increased sales conversions from their online store.
We further developed a range of Facebook ‘Lead Generation Ads’ based on Geo-demographic profiling and creating ‘lookalike audiences’. This led to a substantial 100% uplift in inbound enquiries for the sales team.
CINCH POP-UP TENTS
Cinch design and manufacture the most technologically advanced Pop-Up Tents in the World. The brainchild of Jake Jackson, founder, Cinch was created out of sheer frustration in finding a quality tent that was simple to erect, durable, and easy to take down when attending festivals in Europe. Since its launch Cinch has dominated the European and UK market.
The Challenge – how to conquer America:
No easy feat, but certainly possible. With a distribution facility Midwest USA, delivery of tents to potential American consumers was not a problem. However, the firm was failing to gain sufficient traction in the USA as consumers in the US like to feel/touch/experience the product before buying rather than just purchase online. The task was create that customer experience online to the extent that it motivates the customer to spend online?
The Solution:
Create the camping experience in the prospective customer’s mind. The was achieved by creating a small 3 minute video covering how to erect & take down the tent. Plus all the associated technology within the product including, solar panels, USB ports, illuminating guy rope and pegs. A series of Facebook ads were created focusing on the benefits of the ‘user experience’. This was supported by an ‘Opt In’ page so interested prospects could register their interest via email.
This information was later used for re-marketing purposes with an email campaign designed to convert US prospects into paying customers. Cinch now has a firm foothold in the US with market share still growing.
Flowers On The Cobbles
Flowers On The Cobbles is a Cheshire based independent florist. They provide flowers for a host of occasions and events. They also have a UK delivery service via their association with direct2florist. Their key point of difference is the level of services they provide to customers. This is underpinned by an excellent product and passionate owner, Helen Williams. However, like most florists there is a heavy reliance on repeat business from the local area which something they wish to change.
The Challenge:
How to expand their service proposition beyond the parameters of Cheshire? Additionally, with a limited budget, how can we demonstrate ROI whilst increasing engagement with potential customers?
The Solution:
FOC has a fairly good web presence and Facebook following. With that information, we reviewed their Google Analytics. This gave us insight into what people were viewing on the website, where they were coming from and how long they were spending on the website. The analytics also gave us invaluable information about the user journey. Using the back office tools of Facebook we created a ‘lookalike audience’ and targeted these with an event based ad campaign to encourage online sales which we tracked with a bit of code added to their ‘thank you’ after purchase page. This was also supported by intermittent Facebook advertising aimed at specific regions around Cheshire to drive traffic to the website. Finally, the daily Facebook post activity was repurposed to be more customer engagement based – i.e. asking them to send in pictures, respond to questions, participate in competitions/giveaways etc.
Today, Flowers On The Cobbles benefits from new business across the entire region of Cheshire. Their follower numbers have grown by a staggering 200% within a three month period. And they’ve been admitted to the Good Florist Guide, an accolade coveted by most independent florists.
the good florist guide
The Good Florist Guide is an online portal listing the names and contact details of over 700 florists around the UK. Florist become members through an application process and after satisfying specific criteria and standards. The portal is also a primary source of information for consumers who need advice about flowers.
The Challenge:
With established and new competitors entering the market, the need to retain and recruit new members is vital. Additionally, promoting member florists was a necessity. With limited resources, the Good Florist Guide needed an efficient method to promote its members and encourage consumers to use the portal to find a florist.
The Solution:
Following a review of their online marketing activity, we repurposed how Facebook was being used and developed a campaign more focused on the memories created through the gift of flowers. This was manifested in both the advertising and posts on the company page. After week one, we engaged several hundred responders allowing us to gather insight on the profile of their typical customer. This information was used drive the creative for subsequent social media activity. The insight also allowed us to optimise the coverage of our advertising and drive down our costs per click to a few pence. The work is still on-going and the Good Florist Guide is currently benefiting from a growth in followers and increased memberships.
The Real Thing Jewellers
The Real Thing is a family run retail Jewellery business within Cheshire. They stock and sell a variety of jewels ranging from diamonds to white gold – to the general public. Sales are made direct, in-store and online. The business is positioned as a jeweller for any occasion. This relates to it’s diverse product range and is echoed in it’s current advertising ‘for all life’s occasions’. The business has an online presence plus shops within Cheshire.
The Challenge:
Despite having a solid web presence, online transactions are low. Reasons to date are unknown. They have the facility via as part of their CMS that enables the capture customer information for future marketing – but this too has not worked well. Most business is derived from in-store purchases and repeat customers. With increasing competition, TRG needed to improve online sales by engaging customers better.
The Solution:
Using Google Analytics once we established how visitors were using the site, particularly the customer journey. The insight gained led to the creation of an online campaign using their social media assets to do the following: engage consumers and generate online sales.
A series of online ads, aligned to consumer key buying drivers were created to channel traffic to specific pages of interest derived from our insight. These were supported by regularly scheduled posts soliciting competitions and giveaways to grow followers; a percentage of these would later be transitioned to customers. TRT now benefits from a 20% uplift in on-line sales and follower numbers are up 200%.
P A Hull Accountants
P A Hull are an established UK accountancy practice. They provide a host of accounting services primarily for small family business. With an established client base, most new business is generated from client referrals. Equally, they are a progressive firm and have recently launched their own APP and re-sell the Cloud based account software XERO.
The Challenge:
The firm approached us to help them acquire new clients outside the context of a ‘referral’. And help raise their profile within the surrounding area.
The Solution:
PA Hull have a solid web presence plus fairly robust social media assets. However, it was not clear how these were performing, nor their impact on profitability.Using insight from their Google Analytics, a strategy was developed to re-purpose these assets so they work as a business development tool and engage consumers in the surrounding regions.We ran two different campaigns: Campaign ‘A’ was needs’ driven around specific services and was a lead generation initiative.Campaign‘B’ was focused on the benefits of XERO (a cloud based accounting software platform) and also a lead generator. Supporting the paid activity were regularly scheduled Facebook posts selling the benefits of both PA Hull’s service & XERO propositions. The business is now experiencing an uplift on new inbound enquiries for both XERO and accounting their services.
The Vocational College
The Vocational College offers apprenticeship courses, qualifications and practical work experience for UK teenagers and adults. Their main clients are made up of small to medium UK enterprise. These firms have government monies available to them for Apprenticeships. TVC helps these firms secure these funds to use for training via apprenticeships. The college markets itself via its website which also has course listings and via social media.
The Challenge:
With new government legislation coming into effect in April 2017 which impacts how funds are made available – the college is challenged by increasing competition from other apprenticeship providers who are also targeting SME’s around the UK, particularly within the glass manufacturing and related industries.
The Solution:
After auditing the effectiveness of their current marketing activity, it was concluded the two key areas that could be improved were its social media and public relations. The overall strategy was to shift the value proposition from being product focused to more benefits oriented. Both were communicated using PR and all social assets. Tracking the outcome of our activity was executed using Google Analytics and the back office tools from the respective social platforms. The net result was greater engagement with both students and SMEs which translated into more meetings and new contracts.