Case Study Global Commercial Solutions Provider
A Digital Transformation In The Making
increase in traffic
increase in conversions
increase in offline sales
Since 1912, our client has evolved from being one of the first commercial engine and vehicle repair shops in the U.S., to being one of the most diversified commercial solutions providers in North America. The company provides a wide range of specialty services from emergency roadside vehicle repair and commercial fleet maintenance to power generation services to alternative fuel innovation, and large engine parts sales.
Many, diverse customer segments and a wide range of offerings was challenging for the internal marketing team and line of business leaders to clearly communicate digitally. Historically, this B2B business had relied on traditional sales teams and initiatives to drive growth. However, based upon the needs of their customers, the marketing team knew it was time to transition their approach to a modern digital mix.
The marketing team partnered with Smith to re-invent their web strategy, replacing their 10-year-old website with a best-in-industry web experience and to design a mix of digital channels that would drive awareness, credibility and customer acquisition online.
Our own knowledge of the industry, combined with critical data from customers, Smith designed a digital strategy that started with the website — building logical user flows for each prospect and customer type — balanced with the introduction of a new brand and market position. As part of the launch strategy, paid media and organic search were utilized to drive relevant traffic and to acquire customers. Within the first two years, traffic increased 1300%, conversions grew 1500% and ultimately 40% of the business now transacted digitally.