Business smarts MARKETING
In this real-life case study, Campbell Plumbing & Gasfitting discover how a strategic approach to digital marketing can attract the right audience and generate real business leads. AUTHOR: KIT WATSON, SIDEKIT
W
hile Campbell Plumbing & Gasfitting’s management, admin and trades teams are strong, their digital marketing didn’t reflect this, so the business asked for the help of marketing specialists SideKit. At this point, Campbell Plumbing had a website that was not user friendly or optimised for SEO, driving traffic, and converting sales. Their presence on Instagram was good, but the overall social media plan and content wasn’t generating leads. They had also set up their own Google Ads, which was not performing well and wasting advertising spend on the wrong viewers. Overall, their digital marketing needed a professional makeover to provide return on investment and continue to innovate and grow their team. Like many of us, Campbell Plumbing was cautious about signing up with a marketing agency, and some of the offers they were presented with seemed astronomical and not overly transparent. When SideKit came on board, the arrangement was to build an ongoing relationship as an external marketing team. They decided to break the project into incremental steps to spread the budget and focus on getting each stage right along the way.
Starting with the website Campbell Plumbing works on residential and commercial projects in Auckland, providing plumbing, drainlaying and gasfitting services. They also have maintenance and projects divisions.
70
nzplumber
“I had to ensure all areas and facets were covered in their brand messaging and website,” says SideKit founder Kit Watson. “The Campbell Plumbing website is now full of the services the team provides, as well as who they are, what the company represents, its pricing, finance options and more. “The website included full design, build, SEO, and copywriting of more than 70 pages. It was built based on intensive research and strategic implementation.”
Moving into Google Ads and analytics With a robust, relevant website in place, it was time to start getting more targeted on Google by implementing Google Ads on the services and locations Campbell Plumbing serves. The depth of the new website allowed for ads to be broken down by service type and location, ensuring viewers landed directly on the right page for the service they needed.
Next up, social media advertising Once Google Ads had been set up, tested and tweaked, SideKit helped Managing Director Rowan Campbell out with social media advertising. Rowan is hands-on with daily social media content, so he only needed help with advertising setup and implementation to target the locations and services the company provides.
