WhY-us? Marketing, a creative marketing agency, was approached by SymClean Industrial, a successful Commercial Cleaning company operating nationwide in the UK, to help build their online presence. This case study explores the strategies and tactics employed by WhY-us? Marketing to achieve this objective. The services provided to SymClean Industrial include developing an online marketing strategy, Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing.
SymClean Industrial is a well-established Commercial Cleaning company with over 10 years of experience in the industry. Despite their success in the industry, they lacked a significant online presence. Recognising the importance of digital marketing, SymClean sought the expertise of WhY-us? Marketing to expand their reach and capture online opportunities.
Scope of the Project
The scope of the project encompassed the following key areas:
- Website Optimisation: WhY-us? Marketing took charge of optimising SymClean’s existing website for improved search engine visibility and user experience. This involved technical SEO, on-page SEO, local SEO, and backlink building strategies.
- Social Media Marketing: WhY-us? Marketing was tasked with creating and managing SymClean’s social media accounts across various platforms to build their online presence. Regularly posting engaging content and engaging with the audience were key components of the social media strategy.
- Pay Per Click Advertising: Collaborating with Gary and Tanya from SymClean, WhY-us? Marketing developed a PPC advertising strategy to target specific services and locations. This involved keyword research, campaign creation, and ongoing optimisation.
Quote from Gary – Director, SymClean Industrial.
“As part of our growth plan we saw the need to establish a strong online presence to expand our reach and connect with potential customers. We approached whY-us? to help build that online presence. They have been instrumental in achieving this goal. Their expertise in digital marketing and commitment to our success has made a significant impact on our business.”
Social Media Strategy
To build SymClean’s online presence, WhY-us? Marketing’s content creative lead, Kelsey conducted some market research and decided the platforms SymClean needed to be on was Facebook, Twitter and LinkedIn. Kelsey then created the social media accounts. As part of the overall online strategy, it was decided that by establishing a strong social media presence, SymClean could engage with their target audience and promote their services effectively. The following strategies were implemented:
- Account Creation: We created social media accounts on Facebook, Twitter and LinkedIn for SymClean Industrial.
- Content Creation: Engaging and relevant content was regularly posted on social media channels to attract and retain followers. This content showcases SymClean’s services, highlighted industry expertise, and provided helpful tips related to commercial cleaning.
- Community Engagement: We actively engaged with SymClean’s audience by responding to comments, messages, and reviews. This helped foster a positive online reputation and build trust among potential customers.
As the website was developed by a third-party company, we took charge through our Website & SEO Lead, of the website, optimising it for better search engine visibility and user experience. The following SEO strategies were implemented:
- Technical SEO: We conducted a thorough audit of the website to identify and fix technical issues that could hinder its search engine rankings. This involved optimising meta tags, improving site speed, enhancing mobile responsiveness, and implementing schema markup.
- Keyword Research:
- On-Page SEO: Keyword research was conducted to identify relevant terms and phrases that SymClean’s target audience was using to search for the various services within the commercial cleaning sector. These keywords were strategically incorporated into the website’s content, titles, headings, meta descriptions and alt tags to improve its visibility in search engine results.
- Local SEO: Given SymClean’s nationwide presence, local SEO techniques were employed to target specific geographic locations. This involved optimising Google Business Profile listings, creating location-specific landing pages and building citations on relevant directories.
- Backlink Building: To enhance the website’s authority and improve search rankings, we implemented a backlink building strategy. This involved obtaining high-quality, industry-relevant backlinks from authoritative websites through outreach and content promotion.
Pay Per Click Advertising
In collaboration with the SymClean management team, Carl developed a Pay Per Click (PPC) strategy to target specific services and locations through Google AdWords. The following steps were taken:
- Strategy Development: Through discussions and consultations with SymClean, a PPC strategy was formulated. This strategy aimed to maximize the return on investment by identifying relevant keywords, creating compelling ad copy, and optimizing campaign settings.
- Keyword Research: Comprehensive keyword research was conducted to identify the most relevant and cost-effective keywords for SymClean’s services. The research focused on keywords with high search volume and low competition.
- Campaign Creation: Based on the keyword research, Carl created targeted campaigns tailored to SymClean’s specific services and targeted geographic locations. Ad groups and ad copies were designed to align with the search intent and capture the attention of potential customers.
Quote from Tanya – Managing Director, SymClean Industrial
“We were impressed by WhY-us? Marketing’s ability to create a compelling online presence for our business. Their dedication to understanding our needs and delivering tailored strategies has resulted in increased brand visibility and customer engagement. We are delighted with the results and excited about the growth opportunities ahead.”
Results and Outcomes
- The collaboration between SymClean Industrial and WhY-us? Marketing created significant improvements in SymClean’s online presence and digital marketing performance. The following outcomes were achieved:
Increased Website Traffic: Through the implementation of effective SEO techniques, SymClean’s website witnessed a substantial increase in organic search traffic. This influx of targeted visitors improved the visibility of SymClean’s services and increased conversions leading to more enquiries through the websites various Call To Actions.
- Improved Search Engine Rankings: The optimisation efforts, including on-page SEO and backlink building, led to improved search engine rankings for relevant keywords. SymClean’s website now appears higher in search results, increasing its visibility in search engines.
- Enhanced Social Media Engagement: With the regular and consistent posting of engaging content on social media platforms, SymClean experienced improved engagement levels. The increased interaction with the target audience resulted in a growing follower base and a higher level of brand awareness.
- PPC Campaign Success: The strategic implementation of PPC campaigns allowed SymClean to effectively target specific services and locations. This resulted in increased click-through rates, improved ad relevancy, and a higher number of leads generated through paid advertising channels.
Through a well-rounded digital marketing approach encompassing SEO, PPC, and social media, Why-us? Marketing successfully enhanced the online presence of SymClean Industrial. The collaboration resulted in increased website traffic, improved search engine rankings, enhanced social media engagement, and successful PPC campaigns. All leading to more and better-quality leads that convert at a higher success rate.
By leveraging the power of digital marketing, SymClean Industrial is now better positioned to capture online opportunities and continue its growth trajectory in the commercial cleaning industry.