Arb & Grounds are Derby’s #1 Garden/Grounds Machinery Sales, Repairs and Servicing Centre.
They the largest supplier of lawnmowers, ride-on lawnmowers, strimmers and brushcutters, chainsaws and arborist equipment in Derby.
As well as selling, they also service and repair any of the above machinery (plus a lot more).
They are active in both the B2B and B2C markets.
Arb & Grounds, Derby’s #1 Garden/Grounds Machinery Sales, Repairs and Servicing Centre, severely lacked an effective digital presence, which didn’t help them convey their #1 status that well.
I was brought in to help with their digital marketing assets and strategy – social media and website development, content and optimisation – with a view to increasing awareness of the company.
In desperate need of a facelift, I developed a new logo, colour palette, typography and tone of voice.
To future-proof brand integrity, I created a set of user-friendly guidelines that advised their staff on the proper usage of these elements.
Using both Google Analytics and historical sales data, I split customers into ‘user groups’, identifying the key motivations, triggers and shopping habits of each.
I rebuilt the website from the ground up, focusing heavily on the mobile-experience, as, the majority of inbound traffic was via smartphones and tablets.
Page content was re-written to be both SEO-friendly and tailored in-line with the user groups. Unnecessary pages, images and other ‘bloat’ were removed to speed up the website.
The user interface was simplified and optimised for handheld devices. Page titles, meta descriptions and image attributes were all changed to improve organic SERP conversion rates.
Alongside this, I adjusted both the key message and delivery schedule of existing PPC adverts to get an instant exposure boost and to ensure they were achieving maximum ROI throughout their lifetime.
I created an account on Facebook and scheduled a series of organic messages for new acquisitions, and a number of paid ads for remarketing.
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