Olson began as a family-run business selling timber equestrian and garaging buildings. The main competitors are well-established names in the industry; Olson had the building skills but was starting on the back foot with no established presence or name.
Olson had a sales team and workshop craftsmen but few leads and fewer customers. Advertising and marketing was exclusively traditional such as print ads which have long incubation periods and are fine for brand awareness, but they needed leads and enquiries, and soon.
The original approach from the client was to help with their social media. But social posting and social ads in isolation are relatively ineffective. Olson needed a joined-up marketing strategy to reach and engage their audience and generate leads.
Although their branding was newly created, it didn’t really reflect them as a business. So we began by creating a new brand identity, brand style and messaging that would speak to their customers and communicate their brand values.
Olson already had a website but it didn’t rank and wasn’t structured or constructed with thought to SEO or user experience. So we rebuilt their website, using extensive keyword research to target the appropriate keywords and phrases and a mapped user journey to route users through the website.
We created an interactive form disguised as an online building designer or quote builder which served as a honeytrap, enticing website visitors to specify their building type, size, options and features and in so doing, we trapped their data as a lead.
A carefully coordinated marketing strategy including content marketing, paid social and display advertising and Adword campaigns was put into play to drive traffic.
More recently, we created the first-of-its-kind 3D timber building designer, allowing users to create their own bespoke building online, save and download their design, and submit it for a quote. This functionality also includes the ability to render the building in augmented reality, visualising the garage on your driveway or stables alongside your paddocks.
From two or three website visitors a day, the website now attracts several hundred users a day. Average session duration is upwards of 2 minutes with the website generating an average of nearly 10 quality leads a day.
This traffic was equally divided between organic and paid visitors. Our SEO strategy promoted breadth, so as well as ranking top or at least high on page one for all the primary target keywords, the website also ranked for hundreds of broader search terms and phrases.
The figures speak for themselves: