Challenge:Founded in 1979, JDN Monocrane is a supplier of Australian designed and manufactured cranes, hoists and parts. Evolving to meet new consumer demands and exceed industry benchmarks, the company prides itself as a one-stop solutions shop that can design, manufacture, install and service the full range of standard and specialised, customer specific lifting solutions. The company came to Arrow seeking to improve their rankings on the search engines and earn first-page dominance, to avoid losing ground to their competitors. Furthermore, they had observed their online conversion rate to be lower than expected.
Approach:Arrow rolled out a comprehensive search engine optimisation campaign that would secure them the long-term visibility they were seeking, and teamed it with a finely-tuned paid advertising campaign to achieve more immediate wins and brand exposure. However we identified another pressing need that would be critical to their success; the website. It did not provide a clear message or pathway for visitors, so was not user-friendly and explained their poor online conversion rate. Therefore, we proposed a website redesign based on conversion optimisation principles to ensure the newfound traffic stemming from our SEO efforts would translate into more enquiries and sales. Finally, we deployed an innovative social media strategy including a memorable You Tube video campaign that infused humour to achieve relevance and ‘virality’ amongst web users and acquire new fans.
Outcome:Arrow succeeded in dramatically improving JDN’s organic search performance, with their previous results of less than 14% of desired keywords on the first page of Google, soon turning into over 66% of those keywords on the first page. Further to this visibility, the pay-per-click campaign grew from strength to strength, culminating in a 61% Google impression share over their competitors. From a conversion perspective, our re-launch of the website witnessed the bounce rate almost halve, meaning longer session durations by visitors and increased enquiries. In fact, JDN reported a 46% increase in enquiries by the 1 year mark. Finally, their once overlooked social media identity was given new life through the Facebook/You Tube campaign that expanded their acquisition strategy and kept JDN top-of-mind amongst their core demographic. These combined efforts were a runaway success in elevating the JDN Monocrane’s online authority and audience engagement, demonstrating a clear return on investment for the brand.
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