In order to raise awareness of J Davidson’s services, the business would need a contemporary, functional website that conveyed the well-known brand’s personality and purpose. The ongoing marketing would be a combination of both online and offline efforts, therefore the whole project needed to pull together perfectly, with each element offering seamless integration. Our initial objectives from J Davidson’s brief were:
- Raise awareness of the J Davidson brand and its offering
- Build a brand new, functional website
- Create an SEO strategy in line with J Davidson’s service offering
- Increase organic website traffic and lead generation
- Build social media following and drive engagement
+ The Challenge
With plans in the pipeline for a range of exciting marketing campaigns, the site would have to act as a hub of information for customers to refer to. We also needed to create a strong SEO strategy to ensure the new site would appear on search engines for the relevant terms – those surrounding scrap metal and scrap cars in Greater Manchester. If we had any chance of driving traffic and increasing conversions, we’d have to really do our research to find out exactly what this audience was – quite literally – searching for.
+ Our Strategy
Our designers set about building a modern, functional and fully responsive site that incorporated J Davidson’s branding, logo and tonnes of imagery. Our research showed that the target audience responded well to images of the J Davidson fleet of trucks – it is what they’re famous for, after all – so we used the opportunity to showcase this as much as possible, on both the site and social media channels. This saw social engagement soar; increasing by 269%.
The marketing that would follow would be a collection of unique, engaging, original content, delivered via social, email and J Davidson’s blog page. Each article used the same signature tone of voice and themed branding, unifying all marketing collateral with the J Davidson stamp. Thanks to the SEO-friendly copy, search engine rankings improved over time and organic traffic greatly increased.