Full 360 Digital Marketing Case Study
Read to see how we transformed a start-up company (UK Roller Shutters Ltd) with only 1 employee to a business that turned over £2.5 million and sold globally using the full spectrum of digital marketing tools in under 4 years.
The pay-per-click campaign was relentlessly reviewed and developed over 3 and a half years.
Across the 222 search terms we bid for, our overall quality score for live keywords was 7.65 whilst 79% of all our live keywords rated between 7-10. This allowed us to obtain a cheaper cost per click over our competitors and is evidence of the high quality and relevancy of the landing pages we created.
To the Apple store
Still in its BETA mode, but available on the apple store, the UKRS app helps customers to get a very quick, rough estimate for all of their products. Normally customers would have to phone up a roller shutter company and wait 2-3 days to get a quote.
Furthermore, the information fed back to the sales team by the app allowed them to capitalise on micro moments as they were able to call the customer and offer them a discount or suggest an alternative, more suitable model straight away. They can do this because it sends the sales team the users’ location, a picture of the opening, the product they chose and their phone number.
Guiding the customer
The app begins by guiding the customer through roller shutter attributes. As they choose attributes which are important to them, it will automatically hide conflicting options. For example, for obvious reasons it would be impossible to have a “fire resistant” shutter which also allowed airflow.
Selecting their options
Once the user has selected the features they need from a roller shutter, the app will filter the relevant products to choose from. The data is pulled directly from the CMS system, so new products added to the website will automatically be added to the app too.
The user can then choose to use the camera to measure the opening, or the widths and heights can be inputted manually.
It actually uses the phone’s GPS signal and pythagoras theory to calculate the dimensions… Clever stuff.
Calculating the cost
After the photo is taken and the phone has worked out the sizes of the opening, a cost is automatically generated having been pulled off of a matrix in the back end of the website.
It also sends the office a picture of the opening along with the customer’s contact details and location enabling the sales team to capitlise on the customer’s “micro moment”.
According to Google’s consumer barometer, 23% of customers in the UK now use a smart phone for product research.
We wanted to make it easier for customers to get a quote and easier for their sales team to know when a customer wanted a quote. The creation of an app which told UK Roller Shutters, in real time, what a customer was measuring and what product they were interested in allowed them to capitlise on these “micro moments”.
The app allows potential customers to measure their openings using their phone’s camera and obtain a price instantly instead of having to wait for a few days as is standard practice. The information fed back to the sales team by the app allowed them to capitalise on micro moments as they are able to call the customer and offer them a discount or suggest an alternative, more suitable model straight away.
After 4 years, this start up company went from 2 guys in a lounge to the following:
The Full Digital Marketing Strategy
We also used the following channels to grow this company exponentially:
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