CLIENT CASE STUDY Sheen Group An in-depth case study into the goals, strategy and results for Sheen Group.
About Digital360 We are a digital agency that offers solutions for SMEs seeking market share growth. Key people Our solutions involve full-service digital expertise including digital marketing, web development, data analysis and advisory. Since working with Sheen Group in 2014, we ve helped the client implement an end-to-end digital strategy to grow their business and help Sheen connect with and serve their customers. Google products such as Google Adwords and Google Analytics have played an instrumental role in delivering this Adam Laurie Managing Director Glen Allpress Digital Analyst Paula Glynn SEM manager digital strategy.
Summary Key results and outcomes +5 stores 2X inbound leads +790.5% conversions Five new locations opened since 2014 Yearly inbound leads doubled in 2016 Increase in monthly AdWords conversions since 2014
ABOUT THE CLIENT Background
About Sheen Group Sheen Panel Service has served Melbourne drivers since 1969, growing to 25 individual franchises and earning a reputation for high quality, reliable service. To remain the number one choice for Melbourne's quality smash repairs, Sheen Group recognised the need to reach and serve their customers in the digital space. New digital channels particularly search traffic were having a large impact on the industry's methods of lead generation. After searching for a digital partner, Sheen was referred to the team at Digital360. Our task was to build the brand's online visibility across a range of product segments and locations, competing against established competitors as well as large insurance companies.
The challenge After poor results from previous agencies, the client remained unconvinced of the return on investment of search engine marketing. Sheen Group had been spending $4,000 per month on AdWords for over three years, with little-to-no success. And due to poor quality campaigns, ads and landing pages, the client s quality Score was below 3. Our early focus was to rebuild the client s trust and faith in digital marketing. That meant we needed to first deliver better results on the client s current spend of $4,000, before identifying new growth opportunities. We took the client s existing budget and implemented the tools recommended by Google, including conversion tracking, best practice campaigns, mobile optimised ads, keyword relevancy and responsive web design.
STRATEGY Overview
Google services we use Integrating the best of Google Google Maps API Google My Business Google Reviews Google AdWords Google Analytics Google is how Sheen customers discover the best panel beater near them. We ve integrated a range of Google services to help Sheen stay top-of-mind for their customers. For example, each franchise location has a dedicated landing page, each with Google My Business, Google Maps and Google Reviews integration. Relevant traffic is driven to each of these pages using AdWords, and performance is assessed using Google Analytics. View the Sheen location pages here.
Key milestones Upload Your Smash website functionality launched Automated EDMs and SMS notifications implemented AdWords strategy implemented New website and SEO strategy launched Client engages Digital360 for SEM New website pitched to the client Five new locations open The Sheen growth story featured in the Herald Sun newspaper April 2014 June 2014 February 2015 August 2015 September 2015 November 2015 January 2016 March 2017
Early strategy goals 1 Analysis and tracking Implementing conversion tracking to assess cost per lead. We also established impression share to identify the available space in their market to grow. 3 Creating new digital assets Developing a location-based strategy to deliver leads to each store location. Using location based landing pages and integrations with Google APIs (Google Maps) and Google My Business. 2 Optimising AdWords Improving Quality Score, relevancy and targeting of AdWords campaigns, as well as adding relevant Ad Extensions to boost CTR. We also integrated AdWords with other Google products, such as Google Analytics. 4 Building out SEO content Using AdWords data, we focussed early attention on ranking for valuable keywords, such as creating content targeting specific insurance providers.
Current strategy goals 1 Building website functionality, 'Upload Your Smash' This tool allows users to upload pictures of their damaged vehicle to get an early assessment. It adds a level of convenience for potential Sheen customers, as well as generate new leads for the business. 3 Integrating digital with traditional advertising Aligning the client s digital strategy with their traditional advertising channels, such as print and radio. For instance, developing specialty PPC campaigns that work alongside radio ads. 2 Developing the SEO Resource Centre Creating and optimising content to help potential customers find information about panel beaters and the panel beating process.
Future strategy goals 1 Technology integration Integrating data and processes directly into the client s CRM, including lead details and customer data. 3 Interstate expansion Working with the client on developing a plan for wider expansion, including potential locations in well-established markets. 2 Discovering new business opportunities Determining customer demand using location search volumes and data, then identifying new locations for expansion.
STRATEGY Services
Search engine optimisation (SEO) Building a steady stream of leads The Sheen SEO strategy combines development and technical optimisation with the creation of useful, searchoptimised content. New product pages were developed to target competitive search opportunities, while a range of resource content was created for long tail, social and awareness-building opportunities. The result is a broad SEO strategy that targets potential customers at every stage in the buyer's journey creating a funnel of fresh leads and a key source of growth for Sheen.
Search engine marketing (PPC) Targeting customers ready to convert PPC search marketing is a critical element in the Sheen digital strategy. It boosts brand visibility in search results and drives the growth in a range of business segments, from smash repairs to towing. The strategy is highly effective for individual franchise locations, driving new business to each store using both keyword and geo-location tactics. The strategy is boosted by the strength of the website, and integrates with call and conversion tracking to increase the effectiveness of campaigns and reduce overall cost.
Display marketing Finding and targeting customers Lead generation and brand awareness were the key objectives for the Sheen display marketing strategy. To meet these objectives, our marketing team developed two sets of creative and strategy one targeting new visitors and another returning visitors. The key was targeting Sheen's ideal demographic at critical conversion moments, delivered using a mix of static and animated creative combined with placements on premium networks. The result has been a click-through-rate three times above average, and an increase in paid traffic by 61 per cent.
Website development Building a solid base We launched a new website for Sheen Group in 2015. The immediate goals of the site were to increase customer conversation rates, while using SEO fundamentals to build a solid base for organic search growth. Over time, data analysis helped the team optimise site structure and develop new content and functionality such as the highly successful 'Upload Your Smash' feature and careers pages. The result is a site that generates new leads, assists the Group's franchisees and delivers ROI across the business.
Optimisation and analysis Small tweaks make a big difference Optimisation is a key part of the Sheen digital strategy. Using a range of analytics and analysis tools from heat maps to click maps, visitor recording to tracking our data analysts selected candidates for optimisation that would deliver the highest ROI. Often this process would uncover new opportunities for development, such as the 'Upload Your Smash' functionality. The result is the evolution of Sheen's digital assets, delivering value for the business and generating more sales for more locations.
CLIENT SUCCE SS Results
AdWords results Monthly increases in client KPIs +909.8% clicks +6952.9 impressions +790.5% conversions +163.4% conv. rate +$10,000 budget From July 2014 to April 2017 AdWords data
Business results What the client has achieved +5 stores +103% leads +65.4% traffic +22.8% conv. rate Five new locations opened since 2014 Doubled the number of leads in 2016 Increased website traffic in 2016 Boosted website conversion rate in 2016
Client success What the client says 'We pride ourselves on being leaders within our industry and could see that making small changes to our online presence would have a significant impact on our business. Since the launch of the website in mid-2015 we have doubled our leads. MARTIN STONE, BUSINESS FOUNDER 'Digital360 have taught us a significant amount over the past two years, particularly SEO, display marketing and the importance of digital assets. They don t simply tell us what we need they help us understand their recommendations and what we're paying for. This means we're making better decisions aligned to our market and industry. JAMES BLACK, BRAND COORDINATOR
In the media Sheen's digital success covered in the Herald Sun In February, the Sheen growth story was picked up in Melbourne's largest paper, the Herald Sun. After hearing about the growth of Sheen Group, reporter Claire Heaney got in touch with Martin Stone, the founder of Sheen, to discuss the business's success and approach to digital strategy. The article, titled 'Crash Course in Web's Paying Off', highlights the changes in marketing and business strategy for the Sheen Group from advertising in telephone directories decades ago to developing digital marketing campaigns today. To read the full article, view the newspaper snippet here.
Contact For more information about the case study Sheen Group Digital Analyst Glen Allpress 0459 360 009 glen.allpress@digital360.com.au Digital360 Managing Director Adam Laurie 0417 937 999 adam.laurie@digital360.com.au