Taking an established tree feller to new heights

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Brands Tree Fellers has been in the business for almost three decades. Although they are a well-established business, they’re keen to explore the possibilities that digital marketing offers for increasing brand awareness and unlocking new markets.

The Goal

There were two key outcomes that Brands Tree Fellers wanted to achieve:

  • Increase Brand Awareness
  • Increase business in three key areas: Pretoria, Roodepoort and the Northern Suburbs

Brands Tree Fellers faces competition from a number of smaller, less experienced tree fellers. In order to differentiate themselves, they needed to focus on generating valuable content that would help to establish them as leaders in their field.

This content would have to be distributed on channels that where their target market could find it and engage with it. After so many years in business, they had also built up a considerable database of contacts that was not being used to its full potential. This represented an opportunity for Brands to generate more business from existing clients.

The Strategy

Our first priority was to start generating content for their website, so we started writing a weekly blog post offering tips and advice on tree care. Links to the blog posts are posted on Brands Facebook page and they’re used for the monthly newsletter that is distributed to an email database of over 11 000 people.

To help Brands target the Pretoria market, we created a dedicated page on their website, using keywords that customers in Pretoria who are actively looking for a reputable tree feller are likely to type into Google.

Brands were also keen to try online advertising so we set up a Google Adwords account for them. We constantly monitor the performance of this account to ensure that their advertising budget remains effective. By adding new keywords and removing under-performing keywords, we have managed to reduce their Cost-Per-Click while maintaining the amount of traffic generated by the campaign.

When Brands was approached by the South African Landscapers Institute to create a dedicated supplier page on the SALI website, we encouraged them to accept the offer and assisted them with the copy and images. Building appropriate links with authoritative sites can have a positive effect on rankings.

The Results

Social Media

Since January, the Brands Facebook page has grown steadily and currently has a total of 552 Likes. Fans regularly engage with the content posted and the organic reach we’ve achieved has been respectable. Furthermore, Brands has received several positive reviews from satisfied customers on their Facebook page. This proves that having a presence on social media has allowed Brands to engage directly with their target market.

Blogging and Newsletters

Posting regular blogs has not only increased the traffic to the Brands website, but encouraged users to spend more time on the site. Relevant keywords are worked into the blog which not only helps search bots categorise the content, but also increases the number of qualified leads. Overall, the SEO benefits of blogging means that Brands ranks well organically.

The newsletter has also proved popular with Brands existing customers. After each newsletter has gone out, Brands has received requests for quotes from customers and many have remarked on the quality of the content produced.

Paid Advertising

Even with a small budget, we have been able to maintain a successful Google Adwords campaign for Brands. With an average of 200 clicks per month, and a conversion rate of 3.6%, we are confident that Brands is deriving a real benefit from their paid advertising efforts.

With an ad that targets users in Pretoria, Brands has been able to increase their influence in this area and their dedicated Pretoria tree felling team is making steady progress in capturing more of the market.

Going forward

Encouraged by the results we have produced so far, Brands is now looking to social media advertising. Given that their Facebook page has performed well organically, and with the audience targeting offered by Facebook, we are confident that investing in Facebook Ads will pay dividends.

Brands Tree Fellers is an example of the power of a holistic digital marketing strategy. Every available tool has been used to boost their online presence. The results aren’t immediate, but the benefits of adopting a long term strategy are significant.

If you’d like us to do the same for you, contact Web Changes and schedule an appointment with our Digital Marketing team. We’ll work on a strategy tailored to your requirements and budget and show you how digital marketing can help your business grow.

Visit the Brands Tree Felling Website for more info.

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