CASE STUDY

Diverse Garage

CASE STUDY

The problem

Before coming to SOMO, Diverse Garage had no paid media strategy and limited online resources. Their website was built using the website building service Wix, was missing an SEO strategy and was not a responsive design.

Customers often found Diverse Garage through word of mouth. While they were successful, they knew they could grow even further if they utilised the power of outstanding digital marketing. Diverse Garage wanted to capitalise on its high customer satisfaction rate to improve its acquisition strategy, increase lead generation, and enter into new highly profitable revenue streams.

With over 200 5-star reviews on Google, we knew they could leverage their business reputation to differentiate themselves from their competitors. However, people often aren’t aware they can choose their smash repairer. As a result, they required a customer education strategy to help them acquire new customers.

The results

A 110% increase in monthly website leads

Google Ads conversion rate increased from 4% – 11%

Google ads cost per click reduced by 40%

The goal

We established 3 key goals for Diverse Garage:

Improve lead generation for smash repairs, which currently accounts for roughly 75% of their work
Increase customer perceived value by positioning Diverse Garage as a specialist service that is trustworthy and does the job right the first time
Generate quality leads and avoid low-quality and irrelevant leads that would flood the Diverse Garage inbox with cheap quote requests

The solution

To reach our goals for Diverse Garage, we created a multi-step strategy for paid media that nurtured leads.

We began with a website audit and redesign. The new website was built using WordPress and is responsive and optimised for mobile. The redesign helped to increase Diverse Garage’s ranking for organic search and search ads.

Next, we looked at the funnel for customer acquisition across Meta, Google, and email. We identified gaps and areas for improvement in the funnel.

Once we had optimised the Diverse Garage website and assessed their customer funnel, we built out their email flows. Using ActiveCampaign, we automated email flows to nurture leads and win-back customers.

We added blog posts to the Diverse Garage website to reach more leads and improve Diverse Garage’s organic search ranking further. The blogs brought relevant traffic to the website and educated visitors on subjects related to pain points Diverse Garage had identified for their target audience, such as what to do when you have an accident.

The last step was to roll out Google search ads. We used Google search ads to target branded and generic keywords with hyperlocal geo-targeting. Because Diverse Garage is in Western Sydney, we prioritised areas within Sydney that Diverse Garage had identified as their customer base and had a higher conversion rate.

“Neil, Adam, Christina and the team at SOMO have been an absolute delight to work with. I’ve worked in an agency myself previously and so have a high expectations of agencies that I now collaborate with as an in-house marketer. These guys totally outdid that expectation. They went above and beyond and have produced fantastic Facebook/Instagram ad campaigns that have exceeded our agreed ROI. They keep bringing even more value to the table than I was hoping for. Can’t recommend them enough.”

Jazz Andrews, Marketing Manager at Elecbrakes