09 May 2018

The Boss Restaurant: Case Study

Introduction

The Boss Restaurant is a family restaurant in Northcliff, Gauteng, which offers affordable dining with a wide variety of seafood, grill and pasta dishes.

Challenge

In an environment where the online world is becoming our reality, The Boss realized the need to adapt social media awareness practices to their business objectives. The Boss Restaurant needed to boost their online presence. They did so  to familiarize and engage the public with the restaurant. Moreover, they needed to keep customers informed on valuable content, such as upcoming specials.

Solution

Web Changes took on the challenge of boosting their online presence by creating and managing The Boss Restaurant’s website and social media accounts, namely Facebook, Instagram and Twitter. Our team produced and published content which showcased their latest specials that ran during respective time periods. The “play on words” approach was applied to their content to attract the reader to the upcoming specials.
Instagram and Twitter accounts where then set up by our team. We took the liberty of engaging with potential clients by following customers within the demographic to boost awareness and attract new customers, as well as maintain a relationship with current customers.

Result

Web Changes managed to boost their engagement and followers on these respective social media platforms. Facebook increased steadily with total of 3148 followers, in which 14+ followers where gained in the past month. Instagram followers increased from 0 to 150 followers. Twitter also increased from 0 to 60 followers.
Posts that were consistently shared across these platforms managed to gain appraisable insights. A Meat Platter special posted on Twitter managed to gain over 5,000 views. A Seafood Platter special posted on Facebook managed to gain over 1,000 views due to the ‘play on words’ approach. All posts like these resulted in engagement of the content, which is the desired outcome when applying social media awareness practices.

In creating awareness on all these social platforms fosters consistency and transparency of The Boss Restaurant as a brand. It allowed potential or current customers to keep up to date with what the business has to offer, giving the customer convenience and value added content, which also shows that The Boss puts their customers at top priority.

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09 May 2018

AMCO Waterproofing: Case Study

Introduction

 

AMCO Waterproofing (hereafter referred to as AMCO) is a highly experienced waterproofing company offering numerous services to both residential and commercial properties. AMCO assesses the query, then uses one of their various perfected waterproofing methods that produce the best results taken into account our South African Climate.
They are an accomplished company; however, they became conscious of the fact that increasing their brand awareness and search engine optimization (SEO) would put them above their competitors and bring in new clients.

 

Challenge

 

Even though AMCO is a respected company, they don’t have a strong online presence. They therefore needed Web Changes to focus on the following key outcomes that they wanted to achieve:

1. Increase brand awareness
2. Increase their SEO and organic search results
3. Improve their paid search results

 

Solution

 

Our priority was sorting out everything on social media. As AMCO only had a Facebook account, we assessed what other forms of social media would benefit them, reach and speak to their target audience. We therefore set up LinkedIn, Google + and Pinterest accounts. Web Changes. Then we focused on generating valuable, keyword-related and relevant content for AMCO’s website. We wrote blog articles related to waterproofing, shared links to those articles on their social media platforms and we also posted other smaller content pieces and images on all the social media platforms.

Moreover, we have been assisting AMCO with their Google AdWords to enhance their paid search results in Google. We have been adding new keywords, removing redundant ones, inserting negative keywords, and adding ad extensions. By doing so, we have managed to reduce their Cost-Per-Click while maintaining the amount of traffic generated by the campaign. Since then we have been constantly and persistently monitoring this account to ensure that their advertising budget remains effective and their ads efficient.

Lastly, we restructured their website to be more compact and mobile friendly. This will improve their SEO and user mobility.

 

Results

 

Social Media

 

Since the implementation of our strategy, AMCO’s Facebook page has grown steadily and currently has a total of 112 Likes and 114 total Follows. Their followers frequently interact with the content posted on their Facebook page and the organic reach we have managed to achieve is formidable. Furthermore, AMCO has received several great reviews from satisfied customers on their Facebook page. This gives testimony to the fact that having a social media presence has allowed AMCO to engage with their target market directly.

 

Paid Advertising

 

With an average of 261 clicks per month, we have been able to maintain a successful Google AdWords campaign for AMCO. We are confident that they are deriving a real benefit from their paid advertising efforts.

AMCO Waterproofing gives testimony to the fact that our digital marketing strategy is integrated and proficient. We have utilized every available tool to build their online presence, increase their SEO and maximize their paid advertising. Even though the results don’t reflect immediately, long-term benefits are remarkable.
Visit AMCO’s website at www.amcowaterproofing.co.za for more information.

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08 May 2018

Brands Tree Felling: Case Study

Introduction

 

Brands Tree Felling (hereafter referred to as Brands) is a family business that provides tree care and tree maintenance services. They have been in the business for almost three decades and continue to play a vital role in the industry. Even though Brands is a well-established business, they realize the importance of brand-awareness. They know  that it can unlock new markets, and help the environment through tree care on a superior level.

Challenge

 

Even though Brands is like a good wine that needs no bush, they needed to focus on generating valuable content that would help establish them as leaders of their field. This is especially since they have faced competition from a number of smaller, less experienced tree fellers. In order for them to realise this, there are two key outcomes that they wanted to achieve:

  1. Improve brand awareness
  2. Increase business in three key areas: Pretoria, Roodepoort and the Northern Suburbs

Brands is in a class of their own, and after all the years in the business, they have built up a respectable and substantial database of contacts that was not being used to its full potential. This created a new opportunity for Web Changes to generate more business from existing clients.

Solution

 

Web Changes firstly focused on generating content for Brand’s website. In doing so we started by writing blog articles on tree care three times a month. Parts of the articles were made into social media posts and posted onto their Facebook page. Links to Brand’s blog articles were also posted onto their Facebook page and they are used for their monthly newsletter that is distributed to an email database of more than 11 000 people.

We assisted Brands target their Pretoria market in creating a dedicated page on their website by using specific keywords that customers in the Pretoria region who are actively looking for a reputable tree feller are likely to type into Google.

Moreover, to help Brands with their willingness for online advertising, we set up a Google AdWords account for them. Since then we have been constantly, persistently and vigilantly monitoring this account to ensure that their advertising budget remains effective and their ads efficient. By adding new keywords, removing redundant ones, inserting negative keywords, and adding ad extensions, we have managed to reduce their Cost-Per-Click while maintaining the amount of traffic generated by the campaign.

Lastly, 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 is an effective way of positively influencing ratings.

Results

 

Social Media

 

 

Since January, the Brands Facebook page has grown steadily and it currently has a total of 597 Likes and 596 total Follows. Their fans frequently interact with the content posted on their Facebook page and the organic reach we have managed to achieve is admirable. Furthermore, Brands has received several positive reviews from satisfied customers on their Facebook page. This gives testimony to the fact that having s social media presence 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. We work relevant keywords into the blog.  This not only helps search bots categorize the content, but also increases the number of qualified leads. Overall, the SEO benefits of blogging means that Brands rank well organically.

The newsletter has also proved popular with Brand’s 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 187 clicks per month 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. Moreover, 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, 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. We use every available tool to boost their online presence. The results aren’t immediate, but the benefits of adopting a long term strategy are significant.

 

Visit the Brands Tree Felling Website at www.brandstreefelling.co.za for more info.

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08 May 2018

AAAMSA Glass Incident Register: Case Study

Challenge

The Association of Architectural Aluminium Manufacturers of South Africa (AAAMSA) needed a platform where the general public could log in a glass incident, in order for AAAMSA to review and make improvements for the safety in the glass manufacturing and installations industry.

Solution

Web Changes took on the challenge by programming and designing a Glass Incident Register Form, whereby the general public can fill in their glass incidents. The form includes filling in personal details.  It also includes the glass incident details stating the time, place, building and glazing type. The public can also upload necessary documentation or images of the incident to enhance details.

These forms will allow AAAMSA to attend to the public’s feedback that can help the association identify problems. It will also allow them to attend to them accordingly to improve the glass manufacturing and installations industry.

Result

Web Changes helped AAAMSA foster their capabilities to protect the lives of the people who are in the glass and installations industry, as well as the people who invest in it. We also assisted in enhancing the quality of the industry products and services which ultimately will be secure for usage.

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