SMALL BUSINESS MARKETING CASE STUDY
Small Business Website Design and Lead Generation.
This was a six month website design, brand development & lead generation project for a Sydney startup business called Scootering who rent Scooters and Motorcycles. We overhauled their entire sales, marketing & brand development activities leading to over 80 bikes being added to their fleet as well as a second location opening while maintaining the highest average rental price in the market by more than 25%.
Paul started Scootering in the middle of 2018 and for nearly 12 months relied on local students or online freelancers to try drive his business. Frustrated by a lack of growth and a workshop full of rental scooters he decided to contract La Lente to provide our marketing expertise.
His initial thoughts were to drop their prices to match their competition who were up to 30% cheaper and come up with social media promotional gimmicks to create awareness. Although, after a deep marketing analysis of the competitive scooter rental landscape we recommended a more measured, long term, approach that was focussed on discoverability via digital marketing and search engine optimisation (SEO)
With less than $10,000 to spend we constructed a marketing mix that included a completely new website design, seo development program, optimised Google My Business profile, revised social media usage, new Google AdWords Campaigns, changes to how the brand communicated to consumers and got the brand listed on sites like Sydney.com.
Our focus was all about increasing credible online visibility, craft a strong brand profile and tap into market trends like the incredible growth of food deliver services like Uber Eats.
Our marketing for Scootering.
Scootering had tried to do it themselves, then engaged various online freelance website designers and even local students to help with their marketing, website design and search engine optimisation. Although once we analysed their data, the truth behind the work that had been done was clear;
- There was little to no website traffic & the owner wasn’t aware of this.
- The business relied on Gumtree and Google AdWords to generate leads.
- The business was poorly presented from a branding perspective.
- Their unique selling proposition wasn’t being made prominent.
- The business wasn’t ranking for relevant keywords and not even visible as a scooter rental option in Sydney.
- There were more than 20 bikes sitting in the garage waiting to be rented.
So our scope of work wasn’t just about website design but taking a look at their whole business operation to make improvements to increase their online presence but also convince potential Customers to choose them.
Our work began in July 2019 and concluded early 2020 as we worked across all aspects of their marketing and demand generation activities including Google / Facebook / Gumtree Online Advertising, social media management, seo activities and even conducted an audit of over 30 online rental booking platforms to help them move to automated bookings.
Here are some fo the profiles we developed in 2019;
The results we delivered.
RESULTS DELIVERED QUICKLY.
The results delivered were almost instant as the business started to get more phone calls and email requests to book scooters. Everything was being tracked and measured using Google Analytics and Google Search Console. The website began to show improvements in visitor volumes but more importantly the % of visitors converting to a lead began to change very quickly.
Scootering was presented as the most professional, leading scooter rental company in Sydney, a trusted location to rent a scooter. Our website content creation work focussed on creating pages to help people learn about how they could rent a scooter to earn money, travel while on holiday and even simple things like getting a rider’s license.
Everything was cross promoted on social media and Google My Business which helped accelerate the visibility for the brand. Within 6 months the business has now achieved top 20 Google search page results across over 200 different keywords and phrases.
FIRST PAGE OF GOOGLE.
Our search engine optimisation work both on and off page helped Scootering to quickly grow its organic search traffic and Google Page Rankings. It wasn’t too long before the brand began securing 1st page search results for more than 20 different keywords and phrases. We delivered this with a mix of content creation developed through consumer insights research and identifying specific target customer groups.
The results included winning the zero position on Google SERP for the term ‘Uber Eats Scooter Rental’ which meant the brand was outranking a number of established competitors, but also Uber themselves.
MAINTAINING THE HIGHEST MARKET ASP
THE RENTAL FLEET DOUBLES IN SIZE.
Over the six month period the vehicle fleet needed to be increased to cater to the growth in demand. It doubled in size from 110 bikes when our work began to over 200 by the time the Melbourne location was opened. reaching close to 200 bikes from 110 when our work began.
A SECOND LOCATION IN MELBOURNE.
With a successful business and marketing model developed Scootering didn’t need to rely so much on advertising, and an availability rate of less than 3% and grew to over 150 vehicles in Sydney. So the owners decided to expand the business into Melbourne buoyed by their performance in Sydney.
Here are some highlights from our marketing development;
By February 2020 record results were being delivered for the brand.
See our recent marketing and photography work.
Reviews of our marketing work
Here are some reviews of our marketing services that have been written by people we have worked closely with.
I engaged Paul to help tighten up my website. He was quick and gave good advice on where I could improve my sites language to be better found and more accessible.
I engaged Paul to provide marketing inputs to help our brand generate more leads. In a very short time he uncovered a number of marketing execution gaps, especially with our digital marketing. What impressed us was his ability to very quickly grasp lots of technical information and deliver a marketing audit that gave us a framework of practical steps across our sales & marketing teams to improve our results. 12 months on and Paul’s mix of website and seo development has seen the brand enjoy record visitor numbers, our highest ever organic search volumes & a constant flow of quality, Australian leads. His common sense, data driven approach to marketing has given us results that previous (very costly) agencies failed to deliver.
“I’ve just navigated the website and gotta say I’m really blown away….looks Modern…jumps out at you and is so consumer informative…not to mention all the examples of work and case studies. Kudos to you for a mammoth effort.
We engaged Paul D’Ambra to revitalise our tired old website. Paul worked with our team diligently ensuring he educated himself on all aspects of our business and then went to work on creating an amazing website – Fresh – Interactive and Consumer informative.
I’m amazed at his professional work ethic and attention to detail.
Blown away by the end result and very grateful.”
“Contacted Paul after getting pushed around the ringer with other companies, straight from the start he told me what i needed to do to improve my company and gave me a detailed quote explaining this. very! very! happy with my new website and look forward to working with you further to develop my marketing strategies.”
“Paul, thank you so much for the on-line marketing audit. Volumes of insight and practical examples of what needs to be done. Paul provides value well beyond expectations. We now have The Playbook!”
“I feel like you have gone above and beyond what we were expecting. Really appreciate your efforts, also as an engineer loved the science backed nature of the whole process as well.
When above and beyond to ensure we got the best possible service. Paul also has great technical insights into the backend of SEO which really helped us to boost our profile.”
“Paul did a full website overhaul for us….in 10 days! Not only was he able to hit this timeline but he produced a very rich site. Our website gives our customers confidence, attracts far more prospective customers and provides a space that lives up to our mission. Impressive work Paul!
The process has been detailed, which has resulted in a very impressive site. The depth of the website is the key positive feedback from a lot of people who I’ve already shared it with.”
“Paul at La Lente has recently been helping us with some backend website audits and it’s been a huge help to the company. Paul peels back the layers of secrecy around the backend of websites and tells you what works and what doesn’t – simple! So much easier and yet, his work is detailed and we’re already seeing the benefits. Would recommend Paul to anyone who’s not sure if they’re website is working at its optimum!”
“The audit is like nothing I have ever seen before! Can’t wait to get through all of the points and dominate online with your help!”