A dealership operating in a highly competitive market dominated by established brands across multiple states sought to enhance its online presence. Historically reliant on traditional marketing methods such as print, radio, and billboards, the dealership faced challenges in driving lead submissions and generating phone calls. Additionally, it aimed to increase brand awareness in newly acquired locations and attract new employees to fill open positions.
The Challenge
The dealership’s objectives included:
- Establishing a strong online presence to compete with other brands in the same market.
- Increasing brand awareness in new and existing markets.
- Driving lead generation and customer engagement through digital channels.
- Attracting applicants for open positions at multiple dealership locations.
The Solution: A Comprehensive Digital Strategy
To address these challenges, the Mcomm marketing team implemented an integrated digital marketing strategy across multiple platforms, including:
- Google Search Advertising
- Targeted high-intent users actively searching for agricultural equipment.
- Optimized keywords and bidding strategies to improve ad performance.
- Google Performance Max Advertising
- Leveraged automated targeting and machine learning to expand reach.
- Focused on optimizing conversions and audience engagement.
- Social Media Advertising
- Launched Meta ad campaigns to drive awareness and engagement.
- Created highly targeted ads to reach potential customers and job seekers.
- YouTube Advertising
- Developed video content to increase brand visibility.
- Used retargeting strategies to reinforce brand messaging.
- Recruitment Advertising
- Promoted open positions across digital platforms to attract talent.
- Drove over 650 job applications in just two months.
- Website & Google My Business Optimization
- Enhanced website content and structure to improve user experience.
- Increased engagement through Google My Business listings.
Results & Impact
The digital strategy delivered impactful results, including:
- Increased Brand Awareness: Expanded online presence in newly acquired markets.
- Higher Lead Generation: Improved customer inquiries and form submissions.
- Stronger Customer Engagement: Enhanced ad performance across multiple platforms.
- Successful Recruitment Efforts: Attracted over 650 applicants within the first two months.
Conclusion
Through a well-executed digital strategy, the dealership successfully transitioned from traditional marketing to an omnichannel approach. By leveraging multiple digital platforms, it improved brand visibility, generated high-quality leads, and strengthened recruitment efforts. Moving forward, optimizing ad creatives and expanding digital efforts will be key to sustaining growth and engagement.
