Steiner Tractor Parts, one of the tractor parts industry’s leaders in antique tractor parts, and tractor accessories, desired an online strategy to increase site sales, while utilizing their current customer base as well as acquiring new customers.
Achieved a Click Through Rate of 0.09% generating a number of new sales
In the first month of activity the Cost Per Action was reduced by 20%
Return on Investment of 272%
Social shares by network
Reaching new customers in a tight niche market that is diluted by fierce competitors and dealers.
A three pronged program: SEO (Search Engine Optimization) - SMO (Social Media Optimization) and SEM (Search Engine Marketing) via Online Advertising and Link Building. We started with a Quick Assessment and Internet Marketing Strategy and determined there were many highly profitable and less competitive long tail keyword terms that not many in the industry were paying attention to. Albeit these keyword terms were lower volume, they also had less competition and therefore easier to obtain listings for in the SERPS (Search Engine Result Pages) and ultimately drive up the main brand domain equity. Keyword targeting alone won't cut the cake. We needed quality and relevant content, directing users to relevant landing pages. We helped Steiner build brand landing pages optimized with keyword terms and part categories that users expected and launched several press releases and article submissions to targeted audiences around the web. We launched their first ever Photo Sharing contest site on a vanity URL that contained cross-promotional links to the parts site, social sharing and created an instant virtual community around antique tractors.
We’ve achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 20%, surpassing the client’s target. February 2013 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 272%.