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Equipment Dealer Marketing Case Study

TP Trailers & Truck Equipment
Integrated Marketing Strategy
  • Content Marketing
  • Display Advertising
  • Organic SEO
  • Social Media Advertising
  • Email Marketing
  • Social Media Engagement
  • Strategy & Analysis
280%

Increase in
Total Contacts

73%

Increase in
Quote Requests

503%

Increase in
New Website Visitors

544%

Increase in
Organic Reach

Challenge

A nationally-leading dealer for a wide variety of equipment, TP Trailers & Truck Equipment wanted to drive more leads to all of their diverse departments. The range of their products and services includes trailers, snow plows, storage containers, truck bodies, and more. All of these products are sold to a highly-specialized niche audience that includes both residential and commercial customers. TP Trailers & Truck Equipment needed to connect with the right specialized audience through numerous different channels.

TP Trailers Facebook Ad

Solution

WebTek developed an integrated marketing campaign for TP Trailers & Truck Equipment that put the focus on search engine visibility and social media lead generation. To dominate searches for a wide variety of keywords across numerous industries, we created a series of educational blog assets about the industry topics that potential customers wanted to learn about — all of which featured prominent calls-to-action. Each of these expert content assets was then promoted on social media through a series of paid campaigns that targeted users who worked in – or expressed interest in – one of the niche product lines TP Trailers offers. In addition, we reinforced the brand image through a series of display campaigns that featured their different areas of expertise.

Verdict
3,000 Yearly Leads
80,000+ Yearly Website Visitors
5.5 Million+ Brand Impressions

Takeaway

By creating content that earned leads immediately on social media — and long-term through search engines — WebTek was able to consistently provide well-informed and highly-interested leads to TP Trailers & Truck Equipment. By balancing the topics across the numerous topic areas, our marketing plan allowed each of the very different departments to experience similar growth. By packaging education with calls-to-action, we were able to inform potential customers and sell to them all at once. The somewhat technical nature of these equipment products meant that customer education was a crucial step most customers were taking on their own — our integrated marketing plan simply made it one more way TP Trailers provided for their customers.

“

We never had great leads from previous websites, which is why we chose WebTek. All the department heads and myself have received more business!

tom perkins
Tommy Perkins, Jr. Rentals Manager