B2C Car Wash Boosts Organic Traffic By 52.7% Despite Minimal Online Presence
How does a 40-year, multi-generational-owned car wash with minimal online and marketing presence usher in a new era of success?
Embracing the benefits and potential of digital marketing strategies was the key to taking this legacy business to the next level. The client hired JRS Mar/Com to update their online presence and create new marketing strategies.
Company Profile
INDUSTRY: Car Wash Industry
SERVICE AREA: Domestic
SERVICES: Interior and Exterior Car Wash and Detailing Services
Key Outcome
1361
New Visitors to the Website
The Challenge
The client was running a three-generation legacy business, but desired to elevate their online presence and embrace modern marketing strategies. To begin with, there was little digital presence beyond a website in need of rehabbing, as well as no paid advertising, content marketing, SEO strategies, or brand identity for the business.
The client had little history with digital marketing and was unsure how to proceed, but JRS Mar/Com saw the wealth of potential as the client offers unique services in their industry that deliver additional value to the customer, as well as an engaging human angle.
Problems to Solve
- Create a marketing strategy
- Refresh the outdated website
- Implement content marketing and SEO strategies
- Launch paid ads
- Bulk up the email list
- Put a ‘face’ to the business
The Solution
Our team at JRS Mar/Com got started by carving out a marketing strategy with short, intermediate, and long-term goals. A new, SEO-optimized website was a top priority. The goal was to make the online experience more intuitive and user-friendly and feature the unique services and affordable pricing the client offers. We incorporated top keywords in both the website and paid ad campaigns, as well as content marketing through blog posts and email.
Our team worked closely with the client to understand their history and industry, as well as what features made the client stand apart from competitors. Our aim was to blend the old and new approach to include current strategies such as a Senior Day promotion targeted at seniors on a fixed income into the new marketing approach while creating affinity programming opportunities for loyal customers in order to better communicate with them through email marketing. The client’s continual feedback and insights have informed our team all along the way as we continue to improve and adapt.
The Process
Our digital strategy was based on getting into the top-of-the-funnel search results of residents in the surrounding communities. The client’s decades of history in the area were a great foundation to build upon, but there was a need to expand their online reach and bring new customers through the door.
- The JRS team created a marketing strategy that combined the client’s unique value offerings with common search terms used by customers looking for a local car wash.
- The website was updated, optimized for SEO, and refreshed to reflect changes in services, price, and promotions the client was looking to implement.
- Paid ads, content marketing, and SEO strategies were used to widen the client’s reach and awareness.
- All these strategies paid off, leading the client to a rise in organic search traffic by 52.7%.
The Outcomes
- 1361 new visitors to the website
- Domain backlinks up over 5%
- 48 of 91 organic keywords used in the top 10 SERPs
INCREASED WEB TRAFFIC
%
Increased traffic to the washing service page
%
User engagement up
%