Key results.
Uplift in unique website visitors from 2020 to 2021.
Increase in website conversion rate from 2020 to 2021.
Increase in Instagram followers from 2020 to 2021.
The challenge.
AA Diesel Truck Bodies is a family-owned and operated truck body manufacturer based in Dandenong Victoria. The design, build and fabricate a range of various truck bodies including tipper truck bodies, truck trays, trailers, and custom builds.
Having worked with AA Diesel Truck Bodies to build their online presence since 2016, the business had reached a tipping point where a more substantial budget could be allocated to digital marketing.
With an increased marketing budget, we started work on building on their existing digital presence, with a focus on growth and conversions.
Our approach.
Initially, we conducted a systematic and comprehensive audit of all existing marketing activity, including the website user experience, search engine optimisation, search advertising, and social media platforms. Despite strong performance in the years prior, we identified opportunities for improvement in each specific channel, as well the possibility to add new channels to the existing mix.
Firstly, the existing website was migrated to a new platform. Website migrations can have a substantial impact on SEO and organic search visibility if not managed correctly. We planned the migration over a period of 4 weeks, and then carefully and meticulously migrated the website with minimal disruption to search rankings.
Rather than simply moving the site, the entire website was redesigned as part of the migration process. The rebuild focused on improving usability, interactivity, and engagement, as well as increasing the proportion of website visitors who convert into leads. As a result of the rebuild, website conversion rates increased by 54% over the previous year.
Once the website migration was completed, we set out to further improve the performance of Google Ads campaigns. This involved auditing existing campaigns, AB testing various ad copy, and tweaking keywords. We also added campaigns for additional product categories, to drive further sales in these new areas of the business, such as wheelbase modifications. The improvement to search advertising led to a traffic increase of 25% from the previous year.
For social media, Facebook and Instagram were already performing strongly. However, the budget increases allowed us to allocate some of this money to paid reach, so we could target potential new customers and encourage them to follow the brand. With sponsored content and paid ads, our social media audience on Instagram doubled in around 12 months (123% increase). In addition, we saw an opportunity to add LinkedIn as a new channel into the mix to reach new audiences. Once the channel was set up and optimised, we organically grew the LinkedIn audience by hundreds of followers in the first few months.
Finally, with so many happy customers over the years, we wanted to keep them engaged in order to drive retention. We set up an email marketing platform, allowing us to send monthly newsletters full of valuable, high quality, and engaging content.
Since the substantial overhaul of AA Diesel Truck Bodies’ digital marketing, we have continued to monitor, test, and optimise their digital channels each month, as well as implementing ongoing management of their website SEO, Google Ads, content publishing, and social media channels.
Highlights.
Client feedback.
