Case Study: Create a Digital Sales Engine for a Trailer Sales Company

The Challenge

Low Website Traffic, Few Leads, and Inefficient Processes

Our client, an established East Coast trailer company, has been a trusted provider of high-quality trailers for tractor-trailer fleets for over 50 years.

With a reputation built on decades of experience and a commitment to excellence, the company has served a diverse range of customers, from small businesses to large commercial fleets.

Despite their long-standing presence in the industry and solid reputation, they faced significant challenges in creating a digital sales channel.

The company's website was underperforming, attracting minimal traffic and generating only an average of 4 sales leads per month. Company sales were down by 10% and needed a significant boost to meet its revenue goals.

At the same time, their inventory management process was cumbersome and error-prone, relying on two separate systems—a website and an Excel spreadsheet—which required manual updates and led to duplication of work.

The onset of the COVID-19 pandemic compounded these issues, causing severe supply chain disruptions and reducing inventory levels. The company needed a strategy to generate and nurture leads and ensure readiness for market recovery.

Our Solution

Build an Online Presence that Brought in Sales

We developed a comprehensive solution including digital marketing and inventory system integration.

Our first focus was on enhancing the company's website conversion and lead generation capabilities. We began by optimizing their website for search engines and user experience, making navigation simpler and ensuring that people could easily browse available inventory.

We then implemented a lead generation strategy, which included creating valuable lead magnets that their prospective customers would find helpful, like guides and checklists. We set up automated email workflows to assist potential customers along their buying journey. This strategy includes:

Search engine optimization

We fixed several technical SEO issues with the website and improved on-page optimization to increase organic search visibility.

Improved website navigation

We revamped the website’s structure, making it easier for users to navigate and find new and used inventory.

Lead magnets and automation

We developed guides and checklists, and set up automated email workflows to nurture leads until they were ready to purchase.

Content marketing

We created a keyword-focused blog strategy that boosted organic traffic to the website by offering valuable content to potential buyers.

Email marketing

We developed an email marketing strategy with targeted campaigns that segmented contacts based on their specific needs, encouraging them to engage with relevant inventory.

Paid advertising

We managed Google Ads campaigns to drive targeted traffic to the site, focusing on high-conversion keywords. These ads were designed to generate quote requests from highly qualified leads.

The Result

Driving Website Traffic, Generating Leads, and Streamlining Operations

Our approach resulted in a significant transformation for the trailer sales company, creating a digital sales engine that drove more traffic, generated more leads, and streamlined operations.

Marketing and Traffic Growth

We achieved an 80.4% increase in web traffic in the first year, exceeding the company's target by 75.2%.
Organic traffic saw a 127.7% increase, driven by our keyword-focused blog strategy, with clicks from blog traffic alone rising by 85.6%.
Website leads increased 800% in the first year, surpassing the goal by 176%.
Email marketing open rates improved by 103.9% and click-through rates from email campaigns increased by 113.4%.
The PPC campaigns yielded a 9.9% click-through rate while reducing the cost per lead by 86.5%, from $141 to just $19.

Operational Efficiency and User Experience

The automated integration of inventory management eliminated the need for manual data entry, freeing up the sales team’s time and reducing the risk of errors.
The website consistently reflected accurate inventory levels, which was crucial for both the sales team and customers, enhancing overall user experience.
As a result of these improvements, the company was not only able to meet its revenue goals but also to ensure that its operations were more efficient and less prone to errors.

800%

increase in web leads over the prior 12-month period

127%

increase in visits from search engines

80%

increase in website visitors

86.5%

reduction in paid search cost per lead