Project: B2C digital marketing campaign for high performance luxury cars
Services: Marketing audit, market research, social media, email marketing, website copywriting, SharpSpring marketing automation
Results: Successful move from print to online marketing, clear visibility of return on marketing investment with 156% increase in search traffic.
Newbury-based KWE Cars specialises in restoring classic Jaguar XJS and XJ saloons. As specialist engineers with many years’ experience, the company has earned an enviable reputation for the quality of its work and, as a result, has a very loyal customer base.
KWE gives discerning drivers a reliable, everyday alternative, with far more charm and satisfaction than today’s bland modern offerings. The company prides itself on its ability to restore cars to ‘better than new’ quality, which is why they’re now the go-to specialists for Jaguar enthusiasts.
In order to support its plans for growth, KWE Cars recognised the need to invest in its marketing activities. However, the previous ad-hoc approach left the company without much evidence as to which activities achieved the best results.
It had already created a new website and blog, but was struggling with company messaging and maintaining a regular flow of content. In terms of site visits, KWE was getting a lot of return visits, but was finding it difficult to attract new visitors and search-based traffic. The company also sent out a regular newsletter, which they believed its customers preferred receiving in print.
To help KWE attract a younger audience, Chris Knowles, managing director, wanted to investigate the use of social media, and attended one of our workshops. After the event, he contacted us for a complete review of their marketing.
In order to find out what its customers really thought, we devised and implemented an online survey. Targeted questions helped to inform key messaging and the company’s future marketing approach. In line with survey results, we developed an online marketing plan, which included maintaining blog content and building a greater social media presence.
As part of the digital strategy, KWE wanted a better way to manage its contacts and prospects. We suggested SharpSpring, a marketing automation platform that provides a customer relationship management (CRM) database, and many other features including the ability to track return on investment across campaigns.
By generating compelling content for KWE’s blog, the company has been able to engage more actively with its audience, attracting more web visitors. Writing four or five blog posts per month, we focus on relevant industry news, or stories surrounding the classic car market.
Through managing KWE’s social media accounts, the company has been able to engage more successfully with a growing digital audience, reinforcing its messaging, and ensuring content receives a wider-readership.
Each month we compile KWE’s newsletter and send it out with SharpSpring. The survey made it clear that KWE’s customers wanted to receive information via email, so we suggested that its newsletter should be moved to an online format.
The platform allows KWE to track each newsletter’s progress, displaying which contacts have opened the email and clicked various links. The newsletter regularly receives an open rate of over 50%, and click through rate of above 40%. Since starting the online format, subscribers have increased by over 83%, and continue to rise.
SharpSpring’s functionality has further ensured that the company can easily track its return on investment across all campaigns. The platform streamlines the entire sales process, and makes it more transparent through lead scoring and visitor ID functionality. SharpSpring allows KWE to see who has engaged with their site, assigning them a lead score based on the pages they’ve visited. Further, the platform’s web analytics allow for more considered content creation based on search terms.
Since implementing its digital marketing strategy, KWE has reaped the rewards of marketing automation. There has been an increase of 156% in search traffic over an eight-month period, and web traffic per month has gone up by 54% since October 2014.
“We’ve been working with Resonates and using the SharpSpring marketing automation platform for the past year or so. During that time, we’ve seen a dramatic increase in quantity and quality of new leads, resulting in an equally dramatic increase in sales.
“We now have a much clearer view of which marketing spend works best for our business, and we enjoy very accessible and detailed contact analysis leading to excellent CRM.
“All the staff at Resonates are highly competent and industrious – we are lucky to have found them and to have formed a very positive working relationship."
Chris Knowles, Managing Director
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