CLIENT CASE STUDY Sheen Group - Digital360 · After poor results from previous agencies, the client remained unconvinced of the return on investment of search engine marketing. Sheen

Sheen GroupAn in-depth case study into the goals, strategy and results for Sheen Group.

CLIENT CASE STUDY

SHEEN GROUP CLIENT CASE STUDY

About Digital360

We are a digital agency that offers solutions for SMEs seeking market share growth.

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 digital strategy.

Key people

Adam Laurie Managing Director

Paula Glynn SEM manager

Glen Allpress Digital Analyst


SummaryKey results and outcomes

2Xinbound leads

+5stores

+790.5%conversions

Five new locations opened since 2014

Yearly inbound leads doubled in 2016

Increase in monthly AdWords conversions since 2014

BackgroundABOUT THE CLIENT


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.

OverviewSTRATEGY


Google services we useIntegrating the best of Google

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.

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.

Google My Business Google Reviews Google AdWords Google AnalyticsGoogle Maps API

https://sheengroup.com.au/locations


Key milestones

Client engages Digital360 for SEM

The Sheen growth story featured in the

Herald Sun newspaperNew website pitched

to the client Five new locations open

AdWords strategy implemented

Automated EDMs and SMS notifications implemented

‘Upload Your Smash’ website functionality launched

April 2014

March 2017

February 2015

January 2016

June 2014

August 2015

September 2015

November 2015

New website and SEO strategy launched


Early strategy goals

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.

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.

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.

Building out SEO content

Using AdWords data, we focussed early attention on ranking for valuable keywords, such as creating content targeting specific insurance providers.

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Current strategy goals

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.

Developing the SEO Resource Centre

Creating and optimising content to help potential customers find information about panel beaters and the panel beating process.

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.

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Future strategy goals

Technology integration

Integrating data and processes directly into the client’s CRM, including lead details and customer data.

Discovering new business opportunities

Determining customer demand using location search volumes and data, then identifying new locations for expansion.

Interstate expansion

Working with the client on developing a plan for wider expansion, including potential locations in well-established markets.

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ServicesSTRATEGY


The Sheen SEO strategy combines development and technical optimisation with the creation of useful, search-optimised 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 optimisation (SEO)Building a steady stream of leads


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.

Search engine marketing (PPC)Targeting customers ready to convert


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.

Display marketingFinding and targeting customers


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.

Website developmentBuilding a solid base


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.

Optimisation and analysisSmall tweaks make a big difference

ResultsCLIENT SUCCESS


AdWords resultsMonthly increases in client KPIs

+6952.9impressions

+163.4%conv. rate

+909.8%clicks

+790.5%conversions

+$10,000budget

From July 2014 to April 2017 AdWords data


Business resultsWhat the client has achieved

+5stores

Five new locations opened since 2014

+103%leads

Doubled the number of leads in 2016

+65.4%traffic

Increased website traffic in 2016

+22.8%conv. rate

Boosted website conversion rate in 2016


Client success

'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 BL ACK, BRAND COORDINATOR

What the client says


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.

In the mediaSheen's digital success covered in the Herald Sun

http://digital360.com.au/assets/Uploads/Sheen-Group-Herald-Sun-.pdf


Sheen Group Digital Analyst

Glen Allpress 0459 360 009

[email protected]

Digital360 Managing Director

Adam Laurie 0417 937 999

[email protected]

ContactFor more information about the case study

Documents

CLIENT CASE STUDY Sheen Group - Digital360 · After poor results from previous agencies, the client remained unconvinced of the return on investment of search engine marketing. Sheen