How we achieved a 30% increase in web traffic, a 52% increase in leads and a CPL of £10 in an industry average of £30 for Bassetts Nissan Swansea in 2024.
Objective and Strategy
Nissan Swansea, part of Bassetts Group, a leading family-owned car dealership group in Wales, faced challenges in delivering on the marketing requirements of the Nissan group, housing all of their marketing data and insights and growing their incoming leads and overall sales through focused marketing.
We partnered with them to firstly consolidate all of their existing data in a simple dashboard, allowing us to present marketing insights to their senior team quarterly. After this, we began building out their marketing funnels with a primary focus on Paid Ads and Organic Social; Paid Ads driving leads and conversions with Organic Socials engaging the local community and maintaining those excellent relationships built over decades.
Following Nissan’s requirements, we then started leveraging the data Bassetts Nissan collected over decades to create targeted email campaigns.
We’d like to think we played a small part in their incredible achievement of ‘FY24 Q4 Dealership Ambassador of the Year Winner’ and ‘Sales Dealer of the Quarter Q4 FY24’. Also achieving incredible national rankings for their marketing efforts during Q2 2024 in the Nissan leadership board.
Challenges
Bassetts Nissan Swansea encountered several marketing challenges, prior to partnering with us:
Limited digital presence: the brand’s online visibility had not yet capitalised on its potential, affecting the ability to attract potential customers through digital channels.
Inefficient lead generation: existing strategies were not generating enough qualified leads, resulting in lower conversion rates in aspects such as test drives, registering interest or purchasing.
Brand engagement: despite a loyal customer base, Bassetts Nissan Swansea struggled to engage with potential, new customers effectively through the implementation of social media, email marketing and digital marketing.
Objectives
Our primary objectives were to:
Enhance Bassetts Nissan Swansea’s online presence and visibility through various marketing strategies such as social media content, email campaigns, SEO and digital ads.
Improve lead generation and conversion rates through targeting existing customers and new customers.
Boost customer engagement and retention through targeted marketing campaigns, by utilising the collateral available on the Nissan portal and optimising approved offers, events and campaigns.
Strategies Implemented and Executed
To achieve these objectives, a comprehensive marketing strategy was implemented:
Basic on-site SEO: conducting comprehensive SEO research and keyword optimisation to use on social content, blogs and ads, improving organic search rankings and driving more traffic to the brand’s social media channels and website.
Targeted paid Ads (Google & Meta): launched targeted Google Ads campaigns to capture high-intent search traffic. This included both search and display ads to increase visibility and drive conversions. Created compelling Meta ad campaigns, targeting specific demographics and interests to reach potential customers.
Content marketing: original blogs created and posted on the website with informative articles, guides, and tips to attract and engage the existing - and a brand new - audience.
Video content: regularly visit the showroom, and team, to produce high-quality video content for social media, which includes virtual car tours and utilising popular trends, to build trust and engagement and showcase the features of Nissan vehicles and/or the benefits of current campaigns and events.
Email marketing campaigns: segmented the customer database to tailor email campaigns based on customer preferences and past interactions. Also designed and executed personalised email campaigns, including promotional offers and the benefits of being a Bassetts Nissan Swansea customer to keep the audience engaged and informed.
Social media engagement: developed a robust content strategy for social media platforms, focusing on engaging posts, interactive content, and current trends. We also focused on customer reviews and testimonials on social media, which was previously lacking, which helped foster a community of loyal customers and brand advocates.
Outcomes
The implementation of these strategies led to significant improvements for Bassetts Nissan Swansea’s marketing presence:
Increased website traffic: organic traffic increased by 30% YOY.
Improved email engagement: 40% open rate for emails in an industry with an average of 18-20%.
Social media: Facebook impressions grew by 1,025% YOY.
Paid Ads: Google Ads cost per lead below £10 in an industry with an average CPL of up to £30.
Increased conversions: Increased the number of leads by 52%.
ROI: Delivered a return on investment of over 10x
Named the best performing Nissan site in the UK 2024
The revamped marketing strategy and targeted content positioned Bassetts Nissan Swansea as a leading authority in the car sales market, and as a brand under the Nissan umbrella, through enhancing their brand presence and reputation with effective marketing strategies.
Learning and Future Planning
Bassetts Nissan Swansea’s marketing presence was transformed through our strategies, which constantly drives growth and engagement in online visibility, lead generation, and customer interest.
Our marketing efforts not only boosted sales but also strengthened the brand presence through organic and paid efforts to reach the objectives of the brand. Bassetts Nissan Swansea now enjoys a more robust and effective marketing approach, positioning them for continued success in the future, and substantial growth alongside a continued position in the market.
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