About the customer
Industry: Independent 4×4 car dealership and garage
Location: Keighley
Goal: Generate local awareness & visits, and leads (calls)
background
The challenge
For over a decade, the customer had been advertising with Yell, and was achieving great visibility for their business category, but not the level of enquiries and sales they wanted. They were doing around 50 servicing and repair jobs a month and wanted to double that number to 100 – but the competition was high. They needed a way to stand out online.
Their marketing mix at the time included:
- A website that wasn’t ranking well on Google organically, and had no ‘click to call’ or ‘click for directions’ functionality
- Yell, Google and Facebook advertising that was generating decent results
- Being very active in requesting reviews across Yell, Google and Facebook which was great for their reputation
- Billboard advertising that wasn’t providing great return on investment
We upgraded them to an Accelerate digital marketing solution, with additional premier local SEO services to attract the nearby customers they needed to grow.
their solution
How we helped
We completely renovated their website with fresh content and design, to be impressive and attractive. The customer enhanced their Accelerate solution with our bespoke local SEO services, so our digital experts optimised their website content to help them rank higher for relevant searches on Google, meaning they will be found by more interested customers nearby. We showcased their services, garage, specialities and unique selling points. Their website was built to make it easy for customers to navigate, get in touch or find the showroom, as well as book services such as MOTs, wheel alignment, health checks and servicing.
We created paid ad campaigns on Google to target ready-to-buy customers in the local area, using consistent wording across their ads and website as we know this helps both to deliver a better return on investment.
There are also plans for us to upgrade their website with a virtual car showroom, and eCommerce functionality so customers can buy car parts online.
results & improvements
In the 4 months since going live, their marketing has helped them reach over 51,000 potential customers and generate over 1,050 leads – the majority being phone calls, the customer’s preference. Their top services on Yell are garage services, brake and clutch repairs, and MOT testing – which are the ones they wanted to sell more of.
With Yell’s advanced call analytics, they also learned that their peak time and day for demand is Mondays at 9am and 12pm, so they know when to have staff available to answer calls. Most of their calls are over a minute long, which implies good quality conversations with real customers. As all calls are recorded and easily accessible within a handy dashboard, they can go back and listen at any time to assess the quality of customer service and the leads provided by Yell.
In total, their digital marketing from Yell has helped them to achieve an estimated whopping £118,000 profit.
Most importantly, their business is now in growth and run by a happier, less stressed owner. As their marketing team, it’s our mission to take away the headache of promoting the business and finding new work for our customers, so they have more time & energy to take care of their business, customers, loved ones – and themselves. With this car dealership & garage, mission accomplished! ✅
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