Reaching New Online Audiences
Reid's Automotive Recycling
PERSONA RESEARCH & DEVELOPMENT | CAMPAIGN PLANNING & MANAGEMENT | AD MANAGEMENT | Copywriting & Editing | Social Media Content and Design | Landing Page Design and Development
The kind folks at Reid’s Automotive Recycling—a certified B Corporation and local family-owned business—came to us for support with a B2B content marketing campaign.
Their goal was to reach new audiences in target areas and establish a bank of qualified leads through new distribution channels—all while reinforcing their values-driven messaging.
Aside from developing a strong website, Reid’s hadn’t had a chance to put much time into online marketing. When we began working with them, most of their business came from referrals and word of mouth. But following their work on a new Digital Adoption Plan, they were keen to put more digital marketing into play, specifically wanting to test new distribution channels to see which worked best, and to use online advertising to reach new B2B audiences.
Our mission: learn about the audience, test-run several outreach strategies, and try to get these wonderful folks some new leads.
Reid’s wanted to grow their B2B audience with a short campaign. One of their challenges, though, was that their business is very niche: they work exclusively with three auto brands—Chrysler, Dodge, and Jeep—which can make reaching those audiences a little challenging.
We knew off the bat that a landing page was in the cards, so that users could quickly get a sense of Reid’s specific offerings to make a decision. But with only so much time and budget available, the question was: which distribution channels to use? Social media? Google Search ads? Display ads? And how much to allocate, where?
For us, the answer to the age-old question of “what channel to use?” can always be found in understanding your target audience.
So, we got to work on a process involving thorough audience research and persona development. With a clear understanding of target demographics, and what that audience most wanted and needed, we built out a landing page that aligned with the company’s branding, values and messaging, as well as this audience’s needs and pain points. In our audience research, we discovered that Reid’s audience included automotive shop owners and managers, who had limited time, a lot of stress, and the task of having to quickly find the right part at the right price in the right condition—which Reid’s could provide. So we focused messaging on Reid’s helpfulness and trustworthiness as we prepared a thorough Google Search and Facebook ads strategy, developing creative assets such as ads and landing pages.
We then allocated a limited budget to both Google Search and Facebook ads, and for a short period of time, ran both to see which performed best. Google Search was the clear winner for Reid’s, so—without spending any more budget—we pivoted to Google for the remainder of the campaign.
The impact: Our campaign delivered industry-exceeding clicks and impressions—translating to more than 300 customer calls.
In just two months, our campaign with Reid’s saw some (very!) promising results:
- 6.19% click-through rate—well above the industry average of 4%
- 9% conversion rate for Google Ads—well above the 6.02% industry average
- 10% conversion rate for the landing page–well above the 2.35% average
- 25,000+ impressions
- 300+ calls
- After this successful first round, Reid’s expanded our scope of work, asking for two more rounds of the campaign—which we are happily delivering now.
After this successful first round, Reid’s expanded our scope of work, asking for two more rounds of the campaign—which we are happily delivering now.
Why We Love Them
We met the folks at Reid’s when we were both “in training” to become certified B Corps, so we know first-hand how they truly live their values. Being a values-driven, family-run business means everything to Reid’s. They care, deeply, about their team, partners, and customers. And that shows up in every interaction. They pride themselves on their high-quality work and 20-plus-year legacy, always go above and beyond in every interaction, and are kind, honest, thoroughly lovely people to work with. If you’re a mechanic and you need auto parts for your Dodge, Jeep, or Chrysler client, these guys should be your go-to. Seriously.