A multi-location business specializing in industrial repair and logistics had historically relied on traditional business development and marketing activities to drive new business amongst many varying audience types – including truck drivers, commercial fleet owners, and commercial facility managers. Recognizing the need to complement these tactics with digital marketing, this professional services company came to Adept with the goal of building brand awareness and credibility to ultimately drive lead acquisition online.
We immediately recognized that the website lacked the structure & content to support digital marketing effectively. In order to make online customer acquisition work, we had to understand the role the website played in each audience type’s path to purchase. Through various research & strategy activities including stakeholder interviews & heat mapping, we uncovered insights that helped us build out the logical user flows for each type of potential customer.
When the site was ready to launch, we immediately began SEO and paid media engagements to drive relevant traffic to the site. Because the business had many locations, Local SEO was a priority. As part of the site build, we added a page for each location, which we drove traffic to via Google My Business profile optimizations and local listings sites. Localized paid search was also a key initiative, and to accomplish this Adept added call extensions so that on-the-go truck drivers could call the business directly from the ad.
This once all-traditional business now considers digital marketing to be a cornerstone of its growth strategy, as 40% of new customers are now attributed to online channels. Inclusion in localized search results has grown more than 430% between November 2016 and August 2018, causing local SEO actions to more than double in the same time period. Paid efforts are similarly successful, with campaigns on average generating a 6x return on investment.