“We had an average website doing quite well, but with little or no social media presence. Feature media have raised the profile of our brand whilst bringing our PPC, SEO & Web together with very positive results. Our time is best spent doing what we know”Ben Smith, Director, Spray Plant
Everything around us has some kind of coating applied, to make sure it’s applied properly, Spray Plant UK supplies the army of decorators and professional painters with the best Spray equipment. Spray Plant UK is a Leeds-based specialist supplier of spraying equipment. They have a physical trade counter and also a successful e-commerce store.
Spray Plant UK approached Feature Media in December of 2020 and requested some help with their digital marketing. They wanted to achieve their full potential and keep ahead, in a competitive marketplace. Although Spray Plant UK already outsourced PPC and SEO they were unsure about whether they were seeing real results from these marketing channels. They needed to make sure all their digital marketing efforts were well-coordinated, to drive more leads, and to increase revenue but didn’t know where to start. Since revenue from the website wasn’t originally being tracked it was difficult to see if PPC and SEO were a profitable investment for them. One of the first and most important steps for their marketing strategy was to start tracking and recording revenue. Feature Media wanted to ensure that any efforts put into the marketing activity could be proven to be a commercial success for Spray Plant UK.
Spray Plant UK was also aware that a leading competitor had a big online presence across multiple social channels, this was something they were keen to develop themselves. They already had both Facebook and Instagram pages but didn’t have a strategy, or someone internally dedicated to running them so found it was difficult to post consistently enough to gain traction on these channels. Spray Plant UK believed they had no issue gaining new customers but were less confident that they had returning customers. Feature Media knew that by building strong brand awareness from socials and targeted e-mail campaigns we could help Spray Plant UK develop strong relationships with returning customers.
Finally, it was also agreed that email marketing would also be beneficial, especially for targeting and retaining previous customers. Retaining customers can be a very profitable activity, especially in Spray Plants UK’s industry, where machines need regular servicing and replacement parts. By routinely checking in with existing customers via email we hoped to build strong relationships and improve retention rates.
First and foremost, we created a strategy plan for Spray Plant. Feature Media carried out a situation analysis for Spray Plant UK. This involved undertaking an audit of all Spray Plant UK’s current marketing efforts and competitor research. Once we had a good understanding of our starting point, we put together a strategic plan, which outlined objectives. Feature Media forecasted an annual projection of what revenue Spray Plant could expect when investing in their digital marketing. Having this plan is essential to understanding what we need to measure, and also allows us to share the results with our clients.
Feature Media started by making sure goals were properly set up in Google Analytics, so we could track revenue properly, this would also allow us to see if the new channels were generating revenue for Spray Plant UK. We were aware that PPC and SEO were bringing traffic to the website, but we needed to make sure that traffic was converting into revenue.
We wanted to post regular, valuable content to Spray Plant Uk’s audience. Cementing the Spray Plant UK brand as knowledgeable experts within their industry. We created a mixture of informational and promotional content that was posted across both Spray Plant UK’s Facebook and Instagram. When the socials started to gain a following, we noticed that Spray Plant UK began to be tagged in customers’ pictures; this was a great opportunity to start posting user-generated content. Most of the tags came from small painters and decorators and they were delighted when we reposted their work since it gave them free promotion for their businesses. This really helped develop a strong community of loyal customers. We found that user-generated content was also very popular and would often have high levels of engagement.
Another successful tactic we employed on social was to run competitions. Since the prizes were high-value items the competitions received a huge amount of interest.
We successfully built a list of customers from Spray Plants Uk’s website to use for the email campaigns. The engagement was immediate, with high opens and click-through rates. In particular, we found that this audience responded well to discount codes and promotions. Spray Plant UK also reported back to us they would often get replies to the emails we sent out from customers enquiring about products.
Feature Media holds monthly progress meetings with Spray Plant UK, this allows us to update them on our activity over the month and also share the progress we were making. We find out which products they want to focus attention on pushing in the coming month, as well as updating us on any news within the industry. Feature Media also manages Spray Plant UK’s outsourced PPC, SEO, and web development teams to make sure all suppliers are working towards a common goal. Management of these teams on behalf of Spray Plant UK took the pressure off the management at Spray Plant, allowing them to focus more time on the day-to-day running of the business.
Spray Plant UK have been incredibly happy with the outcome of all the combined marketing efforts. They feel they’ve had an increase in both returning customers and have noticed a massive increase in the number of new customers.
On Spray Plant UK’s website since the beginning of 2021, there has been a revenue increase of 46%, a 50% increase in users to the website, and conversion rates have gone up by 21%. This is a particularly impressive outcome as none of these statistics seem to ha e been impacted by the pandemic and subsequent lockdowns. These increases can be put down to all of the combined marketing efforts, as there was an increase in traffic from all sources. Spray Plant UK lost 10% of their customers due to administration during lockdowns but have still gained 30% more revenue from their new customers. These new customers have been acquired from all the combination of all the new marketing campaigns.
Email was also a massive success with an average 2.2% click-though-rate on campaigns and a 0.87% conversion rate from this audience directly buying on the website.
The Instagram page has been very successful, Spray Plant UK started with 282 followers in January and now sits at 1049. The Instagram was also grown completely organically. Post on Spray Plant
s would previously get an average of 12 likes and now they average 50 plus. Through regular posting and continuous interaction with the audience, the Instagram has become a community of people that regularly engage with all the content that is posted. Spray Plant have commented how pleased they are with how professional their social content looks.
Finally, as we’ve got to know Spray Plant UK we’ve uncovered other business challenges that we can support and advise on. One process change has saved employees a couple of hours per week and we hope to support them to improve this further.