EFL Fire & Security
The client approached us to increase brand awareness of their business service offerings in the B2B & B2C sector. The challenge is to create and drive conversion without using discounts or promotions to impact on ROI and use the brand awareness to strength the identity and reputation of the business.
Completing competitor analysis and understanding the business objectives it can be identified that the digital market is a crowded online environment. The values of ‘local’, ‘independent’ and ‘quality’ needed to be used as the business’s USP. There is a lack of promotion of customer testimonials, online data analysis and dynamic search ads relating to search queries.
Develop a digital campaign which promoted key aspects of the business to a strategically defined target market. The ads were developed to include key promotion information utilising the strengths of the business, including exceptional ‘check a trade’ and google ratings. Demonstrating throughout the search environment – quality, certifications, USP and customer experience. Whilst developing the SEO to increase organic page ranking.
Brand awareness of the business was achieved through an overall impression figure of 89K impressions of all the dynamic search ads. Using strategic key words targeting 1.2K clicks on these ads where achieved. Through SEO ranking the site performed higher in search than key competitors. Tailoring the budget to maximise the budget vs ROI an average £2.21 CPC was achieved.
Client: EFL Fire & Security
Categories: Digital, Strategic Planning