ABOUT THE COMPANY
Plastic Solutions, a leading plastic materials provider based in Dublin, offers a wide range of polycarbonate and acrylic sheets, roofing materials, and accessories, suited for a wide range of applications. Renowned for their firm commitment to quality and customer service, their expertise in delivering durable, versatile, and innovative plastic solutions sets them apart in the industry.
Each product is backed by professional advice, underscoring their commitment to not just meet, but exceed customer expectations. Coupled with a free cutting service and dependable nationwide delivery, Plastic Solutions guarantees that customers throughout Ireland receive precisely tailored, high-quality, and sustainable materials to meet their specific needs.
THE BRIEF
In early 2022, Plastic Solutions initiated a significant online transformation project in partnership with SWOT Digital. This strategic move was aimed at enhancing their digital footprint, optimising their online presence, and establishing a stronger competitive position in the market. The collaboration marked the beginning of a comprehensive overhaul of their digital marketing strategies, setting the stage for improved performance, visibility, and growth.
THE CHALLENGE
Within the highly competitive construction materials sector, Plastic Solutions encountered significant obstacles. Competing companies, having embraced SEO strategies for years, secured and held dominant positions in search engine rankings. This established dominance presented a formidable challenge for Plastic Solutions as they aimed to establish their presence in the market. The key issues that demanded immediate attention included:
Competitor Market Dynamics:
The challenge of standing out among both rapidly growing and long-established competitors in the industry.
Lack of Optimised Content:
The presence of non-optimised product pages and the absence of a few relevant, keyword-targeted landing pages significantly hindered their online visibility.
Operating on the Shopify Platform:
The use of Shopify as the platform for their online store presented unique challenges due to its inherent limitations in SEO optimisation capabilities.
Website’s Domain Authority:
Their website’s low authority compared to established competitors hindered its performance in search results.
OUR APPROACH
To improve Plastic Solutions’ online visibility in such a competitive landscape, SWOT Digital implemented a strategic, multifaceted approach. This plan capitalised on a broad range of digital capabilities to build a strong online presence, distinguishing Plastic Solutions in a crowded marketplace.
Comprehensive Keyword and Market Research:
Conducted in-depth research to identify high-impact keywords and understand market dynamics.
High-Quality Content Creation:
Focused on developing engaging, relevant content for product pages and primary keywords with high search volume.
On-Page SEO Optimisation:
Employed best practices in SEO to maximise the website’s visibility and ranking.
User Experience (UX) Focus:
Prioritised UX in website changes, ensuring it resonated with user needs and business goals.
Google Ads Integration:
Leveraged Google Ads for immediate visibility and lead generation.
Strategic Link Building:
Implemented a targeted link-building campaign to enhance the website’s authority and relevance. This involved acquiring high-quality backlinks from reputable and industry-relevant sources.
Competitor Analysis:
Regularly monitored and analysed competitors’ strategies to stay ahead.
Performance Monitoring:
Continuously monitored key performance indicators (KPIs) to make data-informed adjustments to the digital marketing strategy.
This holistic approach aimed to not only improve Plastic Solutions’ online presence but also ensure sustainable growth and client engagement.
THE RESULTS
The strategic collaboration between Plastic Solution’s and SWOT Digital yielded significant achievements:
Improved Organic Visibility
As a result of the strategic efforts, Plastic Solutions experienced a significant improvement in organic visibility. This enhancement in search engine rankings led to increased website traffic, higher engagement rates, and a noticeable uplift in conversions/sales.
Secured Many Top-3 Rankings for Key Search Terms
Plastic Solutions achieved numerous top-3 positions in search engine results for a wide array of highly searched, valuable keywords. This widespread success highlights the effective optimization strategies employed, significantly boosting the brand’s visibility and establishing its authority across multiple segments in its industry.
Successful Google Ads Campaigns
Highly optimised Google Ads campaigns significantly enhanced visibility and rapidly increased conversions and sales, showcasing the power of targeted advertising. Key performance indicators highlight the success:
- A +521% increase in total conversions,
- A +337% rise in clicks,
- A reduction of 21.1% in the average cost-per-click (CPC).
These statistics underscore the efficiency and impact of the Google Ads strategies in driving substantial business growth.
Boost in Online Traffic and Engagement
There was a marked increase in website traffic, along with significant improvements in user session durations and the number of unique visitors. These metrics indicate a stronger online presence and higher levels of user engagement, reflecting the effectiveness of the applied digital strategies in attracting and retaining a wider audience.
Significant Sales Growth
The implementation of enhanced targeting strategies and improvements in user experience played a pivotal role in driving a substantial rise in sales. These focused efforts ensured that customers not only found what they were looking for more easily but were also more inclined to complete purchases, leading to a notable boost in revenue.
Enhanced Client Satisfaction and Conversion Rates
The targeted onsite optimisation of the website, integrated within a broader digital marketing strategy, led to a notable increase in client satisfaction and a significant uplift in conversion rates. This strategic approach not only improved the user experience but also effectively guided more visitors through the conversion funnel, directly contributing to the overall success and growth of the business.
CLIENT TESTIMONIAL
”We have been using SWOT for a few years now. They are a fantastic agency that has greatly helped our business grow. Their expertise in SEO and Google Ads is outstanding. They have boosted our website's visibility, increased organic traffic, and improved our ad campaigns. The team is professional, collaborative, and transparent, providing excellent support throughout.
We highly recommend SWOT Digital Marketing Agency for anyone looking to excel in the digital landscape. Thank you, SWOT Digital, for your invaluable contributions to our success!
Plastic Solutions
KEY TAKEAWAYS
An Integrated Digital Strategy is Crucial:
This case study highlights the critical role of an integrated digital strategy, incorporating both Search Engine Optimization (SEO) and Google Ads. This approach not only elevates a brand’s online presence but also maximises reach and engagement, demonstrating the effectiveness of leveraging SEO for organic search visibility and Google Ads for targeted advertising impact.
Embracing Adaptability Leads to Success:
Plastic Solutions’ willingness to adapt their strategies has not only enhanced their online presence but also ensured they remain in tune with the ever-changing market demands and client needs, underscoring the vital role of adaptability in today’s digital landscape for business success.
