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0 %

Increase in lead generation across our PPC campaigns.

1 %

Conversion rate after 3 months of advertising

1 %

Decrease in CPL as a result of our Google advertising.

The Challenge

Viton Transport is a logistics company based in Manchester that specialises in same day or next day delivery services. They pride themselves on their efficiency and quickness, offering a quote within 15 minutes and a collection within 45 minutes. With vehicles of all sizes, from small vans to articulated trucks, Viton Transport has a diverse offering that provides shipping across the UK and the EU.

Viton Transport approached The Good Marketer due to the previous success they had identified in our work for an international freight forwarding company. They wanted to improve the quality of leads driven by their marketing efforts, and boost their online presence in a highly competitive industry.

During our initial analysis, we identified several key challenges, including:

  • An abundance of irrelevant leads from their current marketing efforts, resulting in wasted ad spend and laborious, time-consuming qualifying processes.
  • An ineffective marketing strategy resulting in little to no online presence.
  • The need to compete against huge competitors for market share in a mature industry.

    Solution

    Google Advertising

    As the freight forwarding industry is highly competitive, and Viton Transport had little to no success with their previous marketing efforts, we decided to build a niche-specific digital marketing strategy focusing on several core services such as pallet deliveries, Heavy Goods Vehicle (HGV) transport, and ADR goods deliveries. Considering our previous success in building a profitable PPC advertising strategy for a B2B freight forwarding company, we understood that this channel would be the most appropriate to generate high-quality, relevant leads from in-market audiences.

    From the outset, we knew that the right keywords would be vital to building a cost-effective strategy, considering the competition within the B2B advertising market and the existing competitors already bidding on these keywords. By focusing on the core services that Viton Transport provided, we were able to carry out audience and competitor research which identified gaps in their strategy, niches we could fill, and the most effective ads already taking up space on SERPs. 

    We created brand-specific copy to communicate these services to relevant audiences, as we took the time to understand and build an audience persona in order to ensure our ads were as attention-grabbing as possible. We also created dedicated landing pages which were unique to each of these core services, to streamline the customer journey once they’d clicked on our ads, while simultaneously ensuring we were qualifying these leads as much as possible before they submitted an enquiry. Segmenting our PPC structure into root keywords for these core services also meant that we could more accurately monitor search terms once the campaigns were live. 

    Once our Google Search campaigns were live and generating results, we carried out regular search term reviews to reduce wasted spend on any irrelevant keywords and increase the quality of traffic. We also analysed the effectiveness of the ads themselves, monitoring engagement to determine the top-performing ads and adjusting our ad copy to meet consumer demand. 

    By streamlining the customer acquisition process, we were able to increase the closing rate of leads. The proactive adjustments made to our campaigns resulted in 200% more leads during the latter half of the first 6 months of our partnership with Viton Transport, with a CTR of 6.38% across campaigns.

    By building a streamlined system that increased conversions, we have been able to build a PPC marketing strategy with a strong foundation that would go on to generate 336 high-quality leads within the 6 months that we have been working with Viton Transport.

    The Results

    After six months of working with Viton Transport, we have:

    • Increased lead generation by over 200% through regular Google Ads optimisations.
    • Decreased Viton Transport’s CPL by 33% in 3 months.
    • Achieved a conversion rate of 6.70% in 3 months, which was an increase of over 9% compared to before we overtook PPC management.
    • Delivered a CPA of £20 for B2B services - far below the industry average of £43 for Industrial & Commercial ads.
    • Built a proactive and positive working relationship that allowed us to develop a brand-healthy marketing plan.

    Testimonials

    "David and Tom have been a great help reviewing our paid social and managing our account to get the best performance out of our budget."
    Mark McShaneSkills Training Group
    I really can't thank Tom, Tess, Lorena and the rest of the team for everything so far. Since we've started working with The Good Marketer just a few months ago our sales have more than tripled and continue to grow each month. They have surpassed our expectations and really are like an extension of our business, I just wish I had reached out to them sooner! They are always so friendly, understanding and they really know what they're doing when it comes to marketing. In such uncertain times running a business, it's so reassuring having them. Thank you, thank you, thank you for everything and look forward to a long-lasting working relationship!!
    Lara CowardThe House Outfit
    "We have been delighted with the results that the good marketer have delivered, the ROI has exceeded our expectations very quickly. It is easy to be a little skeptical with digital agencies about the amount of work they are actually doing for you company but The good Marketer has been very transparent and honest about the work they have done. Putting the results they have delivered aside this is what have valued most about this company. I would certainly recommend The good marketer to other companies."
    Georgina KnightsEvergreen Direct
    "We have been delighted with the results that the good marketer have delivered, the ROI has exceeded our expectations very quickly. It is easy to be a little skeptical with digital agencies about the amount of work they are actually doing for you company but The good Marketer has been very transparent and honest about the work they have done. Putting the results they have delivered aside this is what have valued most about this company. I would certainly recommend The good marketer to other companies."
    Georgina KnightsEvergreen Direct
    "Tom's passion for giving a holistic approach is a breath of fresh air. His ideas are always relevant, accountable and on brand and I trust him to get on with things. He always executes campaigns with a great eye for detail and you can tell he genuinely loves his job. We've been working together for over 5 months and we have seen a good increase in our ROAS. My Gym Wardrobe is looking forward to growing with The Good Marketer, I would certainly recommend working with them."
    Jenny SquiresMy Gym Wardrobe
    "Tom and his team have surpassed my expectations, always delivering above and beyond, assisting me at the week-end and creating the most beautiful campaign for my coaching company. Since working with Tom, I have seen a great momentum in terms of the amount of new leads being generated and the gorgeous new clients that are being created because of that. Thank you Tom!"
    Nancy FlorenceNancy Florence Coaching
    "I came across The Good Marketer, when searching for an agency to take over our Facebook and Instagram paid ads.What initially attracted me to the The Good Marketer was the transparent pricing structure. Our Facebook campaign has only been live for a little while, and our revenue has increased by 35%!! I am looking forward to continuing to work with Tom and his agency."
    Richard BridsonCovent Garden Aesthetic Clinic
    "An excellent agency, driven by Tom Welbourne. First class account management coupled with creative flair and understanding of importance of results. I wouldn't hesitate to recommend The Good Marketer to any client or colleague."
    Kent LawsSignature Works
    "The guys at The Good Marketer have been a great help. They managed to pull together a lot of activities that I had been passing to multiple freelancers, improve our page rank, improve our ROI on advertising across Google and FB, and make a number of great recommendations to improve the site for Battersea Spanish. Thanks!"
    Ben HopeBattersea Spanish
    "I'm a small luxury start-up and Tom has been critical in explaining various approaches and strategies on how my brand can build on the Facebook & Instagram platforms to drive awareness and grow my sales as a result.Tom’s knowledge and know-how has been invaluable in setting up my digital campaigns.You certainly feel you are working with the experts, but the approachable and personal manner makes it even more of a pleasure to work with. I would certainly recommend working with them and looking forward to working together in the future as my business grows."
    Olga GuessBoroveic
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    Frequently Asked Questions

    Just because we’re a digital marketing agency in London, it doesn’t mean we can’t help your business wherever you are in the UK and wherever your audience is in the world. We run campaigns at all levels and completely understand the needs and challenges of running a small business! Our experience across a broad spectrum of digital marketing platforms means we have the experience and the know-how to get the job done.

    The Good Marketer was founded in 2017 with a very clear mission and even clearer values. Although we might not have been around in the industry for as long as some of our competitors, we actually think that is a good thing. We’re open to new ideas and have invested in our experienced talent in order to provide the best service for all our clients. To get a better idea about this, read our reviews as they simply speak for themselves!

    Our core values make us different. We’re not afraid to embed ourselves into your team, get under the skin of your business, seek out business challenges and provide positive results that make a real impact on your bottom line. We pride ourselves on being your business’s biggest champions because we’re genuinely passionate about working with SMEs.

    We set our terms as 3 or 6 months, so we have enough time to deliver the results and execute the bespoke plan we put together for you. However, we have clients who have been with us for a number of years because of our proactive and personable approach. Long term relationships lead to the best successes, as we seek out business challenges and solutions together.

    Absolutely! Whether you know exactly where you need to fill in the gaps or you need a full overhaul, we can help.

    Here at The Good Marketer, we appreciate that you might not have the resources to invest in all channels immediately. We can create a digital strategy that is bespoke for your brand and in line with KPIs that we agree on together. This document will outline a strategic plan of the work, tests and optimisations we will do each month and will also highlight when we expect to introduce new channels and capitalise on bigger opportunities. Book a call to outline what you’re looking to achieve and find out more!

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