Digital Marketing

The family-run plastering and rendering equipment business faced significant marketing challenges, particularly due to limited resources and a lack of structured strategy. With their marketing executive on maternity leave and no cover arranged, the company struggled to implement effective marketing activities. Their approach was ad-hoc, lacking a defined strategy, measurement systems, and the ability to assess the return on investment (ROI) from their marketing efforts. The business owner was also looking to transition into retirement but felt unable to do so without establishing robust marketing systems and processes.

To address these issues, JDR recommended a comprehensive marketing program that included the implementation of HubSpot Marketing Professional, managed marketing automation, A-B testing, annual website conversion reviews, ongoing search engine optimization (SEO), and Google Ads management. They also focused on content development and email marketing, ensuring that the marketing executive received training and support upon her return. A key component of the strategy was the development of four comprehensive pillar pages, which were designed to enhance SEO and drive online engagement.

The results of this tailored solution were significant. From July 2021 to January 2024, the business experienced a 73% increase in organic website traffic, growing from 2,588 monthly visits to 4,483. The number of keywords they ranked for surged from 868 to 1,643, marking an 89% increase in keyword saturation. Additionally, the average position for each keyword improved by 9.45 positions. The content strategy also flourished, with over 100 new blog articles published, leading to a ranking for 280 keywords and establishing a consistent weekly publishing schedule.

The Google Ads campaign proved to be particularly effective. Initially set at a budget of £400 per month, this was increased to £2,000 by August 2024 due to the campaign's success. Over two years, the business spent £18,860 on Google Ads, generating over £100,000 in online sales and resulting in more than 400 phone call inquiries. The overall website traffic, combining organic and paid sources, reached 14,582 visits in July 2024, reflecting a 165% increase from three years prior. This growth allowed the business owner to step back and enjoy more personal time, confident that the marketing strategy would continue to thrive in his absence.