Case study · Education & community

Draffin: a stronger digital presence for street furniture.

Draffin is a family owned street furniture business with a long record in a fiercely competitive industry. Having worked with us on SEO, the team returned in early 2020 to add social and search advertising.

Sector: Education & community
Service: Digital marketing
Channels: Facebook · LinkedIn · Google Ads · Google Search

Digital marketingCampaign delivery

Tree-lined park with a sculptural bench.

The challenge

What needed to change.

Draffin has lasted so long in a competitive industry because of its high level of customer service and integrity. That reputation was earned on the strength of the product and the people behind it, and the online presence had not kept pace with the experience and expertise in the business.

The website carried technical issues that were holding back organic rankings and traffic, and the existing Google Ads accounts included search terms that were not converting or delivering the results the team wanted. Draffin needed the digital side of the business to work as hard as the rest of it, across search and social.

Approach

How the work took shape.

The work began with an in-depth consultation and an audit of the existing website to pinpoint the areas that needed improvement. From those findings we prepared a marketing recommendation that gave Draffin clarity on the technical issues present on the website and set out how we would eradicate them to improve organic rankings and traffic. Fixing the technical issues also improved the overall condition of the website.

Search advertising followed the same pattern. We audited the existing Google Ads accounts and produced a recommendation that highlighted areas needing improvement and opportunities for growth. It also explained why certain search terms were not converting or delivering the desired results, and gave us a clear direction on how to rectify the existing issues and where the strongest potential for growth lay.

For social, a thorough but swift onboarding included an in-depth analysis of the key target groups on Facebook and LinkedIn. We then set out to keep evolving and testing the core elements of Draffin’s social advertising, meaning new audiences, ad copy, ad designs and creative placements, so we could pinpoint which messaging, creative and audience resonated most.

Draffin manufacturing Google advertising.

The shift

Auditing before spending showed exactly why search terms were not converting, and where the growth was.

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The work

The work, up close.

Our search team launched the new campaigns and saw immediate improvement in all key metrics against the comparable data from before Draffin engaged us. The technical fixes on the website lifted organic performance at the same time, so more of the visitors arriving through search were converting.

45.31%.

Improvement in organic search conversion rate.

6x.

Return on investment from the product launch campaign over six months.

On social, our team launched new campaigns on Facebook and LinkedIn and kept testing audiences, copy, design and placement so the budget followed what worked. Live reporting brought a new level of insight and transparency to the results. Everything sits in one dashboard, so the team no longer has to look between various sources, and commentary from our team explains the steps behind each result.

Since engaging us, Draffin has seen some of its most successful months for revenue, website traffic, organic rankings and return on ad spend, with social advertising alone bringing in an average of 15 website leads a month. We are now continually developing and optimising new campaigns and putting strategies in place to build on those results across the board.