Naylor's Auto Repair has been serving the Boise area for 30 years, so they have both experience and local recognition. But those only go so far, especially when an area is undergoing massive growth as is the case in the Treasure Valley. The owner knew establishing an online presence is a must to keep up with the competition.
When Naylor's joined forces with Tribute Media, they identified two key goals that they wanted marketing efforts to work towards:
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Improved lead generation
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Attract long-term, loyal customers
THE CHALLENGE
Naylor's had word-of-mouth credibility among locals, but that doesn't automatically translate into a boisterous online presence. To build trust with Google, and to attract a new generation of Naylor's customers through web search, the site needed to find a balance between content that would showcase their Boise-based services and establish E-A-T (expertise, authority, and trustworthiness) with Google.
Additionally, Naylor's needed to be ranking for appropriate keywords—for both local searches and general automotive-related long-tail keywords—to ensure that they maintained a good amount of organic traffic and that website leads were relevant.
THE SOLUTION
To achieve Naylor's goals, we took two different approaches: Use pay-per-click (PPC) ads to attract potential customers quickly, and develop a long-term SEO strategy to create sustainable, long-term lead generation and establish credibility with search engines AND local searchers.
- Allocate some monthly budget for Google search and display ads in order to see immediate results
- Create blog content and expand service pages to include more details about what they offer and why they are qualified
- SEO work to optimize for long-tail keywords, refresh popular pages, manage errors and technical SEO, and provide a good user experience
- Focus content on proactive maintenance and local auto repair shops, as well as showcase their knowledge and experience with hybrid vehicles
THE RESULTS
By running both display and search ads, the shop has seen consistent leads, and ad performance stays steady month over month.
Organic search performance continues to see huge improvements. In 2021, impressions increased 195% and clicks grew by 193% compared to 2020. And in the first four months of 2022, impressions increased 96% while clicks increased 131% compared to the first four months of 2021.
Conversions from web traffic also increased: form submissions were up 50% in 2021, and so far this year conversions are on track to increase by at least 20% year over year.
These are all great numbers for Tribute Media to report to our clients to show success in our marketing efforts, but how does this translate to the bottom line of Naylor’s Auto Repair?
In 2021, Naylor’s serviced almost 300 more cars than in 2020—an increase of 24 cars per month—which was a 20% increase. And all of that resulted in a 37% increase in revenue in 2021 compared to 2020. In the first 4 months of 2022, Naylor’s is trending to be up another 53% in car count, and on track to see a revenue increase of more than 63%!
THE BENEFITS
Consistency is the key benefit of all of this: consistent leads, consistent growth, consistent ad spend.
Running ads long-term gives Google the chance to use machine learning to its fullest potential, translating into quality leads and dependability in impressions, cost per click, cost per conversion, and all the other important metrics of an ad campaign.
A couple of years in and Naylor's website is well established and capable of converting visitors into leads. As traffic continues to grow, organic traffic will continue to offer new leads in addition to what comes from ad spend, which helps to maximize the shop's investment.
Written by Emery Pearson
Emery is the content strategist at Tribute Media. She has an MA in rhetoric and composition from Boise State University, and she is currently an MFA candidate in creative writing at Antioch University. She lives in southern California with a bunch of creatures and many plants.
