Zion Fresh
A performance-driven digital marketing strategy for a Melbourne based refrigerated transport business despite the global pandemic.
conversion rate
Background
Zion Group, a transport and courier company with years of experience has branched out with a new arm of business, Zion Fresh. This new part of the business was created to focus on refrigerated transport services for the people of Victoria. With access to a fleet of 60+ vehicles, Zion Fresh specialises in temperature-controlled home deliveries from a number of local businesses. They don’t just deliver to Metropolitan Melbourne but also to regional suburbs of Victoria, spreading the accessibility of refrigerated goods across the state.
The Challenge
Zion Fresh decided to focus their talents on businesses in Melbourne Metropolitan and regional Victorian suburbs that require refrigerated transport services with limited budget allocation. Campaigns were also aimed specifically at the city of Casey in Victoria as it was one area that was in lockdown due to COVID-19.
Zion Group approached SearchMax for assistance promoting their new arm of services, Zion Fresh. As they expanded on these new services in such a short period of time during the outbreak of COVID-19, Zion Fresh required an expert digital marketing strategy to generate leads and increase brand awareness during this time.
Our Approach
SearchMax tailored a post-click optimised landing page to suit this new side to the business, focussing on small businesses such as; butchers, farmers, bakers, and florists. This landing page was created to get the best results out of paid ads while being able to track conversions. Within the first few weeks of SearchMax creating an extensive digital marketing strategy, Zion Fresh was able to generate highly targeted traffic and legitimate leads to their business.
By creating a high impact Google Search ad campaign, SearchMax was able to target businesses around Melbourne Metropolitan areas. Social media ad campaigns were also created to target small retail businesses. Focus was placed on keywords that would directly relate to the core services of Zion Fresh and strong negative keywords were listed to reduce wastage for the limited budget of the client.
Results
High-quality leads were rolling in for Zion Fresh from the day the campaign commenced. With a competitive click-through rate of 7% and a conversion rate of 12%, Zion Fresh were able to secure 80% of their lead target within the first 2 weeks. With SearchMax’s strategised approach to the campaign during the COVID-19 pandemic, the paid ads were able to rank #1 on Google Search for a large majority of the targeted keywords within Melbourne.