Case Study: Digital Strategy – Driving Business Growth

How BlueMagnet helped an Auto Repair Franchise Shift from B2C to B2B with a Multi-channel Digital Marketing Strategy.

Executive Summary

Executive Summary

A nationwide auto repair franchise in South Africa sought to shift its digital marketing focus from direct-to-consumer (B2C) to business-to-business (B2B).

By implementing a strategic search and social media marketing campaign, the business achieved remarkable results, including a 517% increase in Google rankings, a 353% boost in organic market share, and a 101% rise in conversions from paid search.

Background

  • Industry: Auto Repair (Non-structural vehicle repairs)

  • Target Audience:

    • 75% B2B (Underwriters, Brokers, Insurance Companies)
    • 5% B2G (Government Fleets)
    • 20% B2C (Both insured and uninsured consumers)

  • Campaign Duration: 12 months (Search) / 6 months (Social Media)

  • Business Model: Shift from B2C and B2B

  • Location: South Africa (National)

Challenges

The business aimed to shift its marketing strategy to prioritise B2B clients while maintaining a strong presence in the B2C market.

Key Issues Included:

  • Increase Visiblity: Retaining existing Google rankings and market share while expanding visibility to new markets.

  • Increase Brand Awareness: Increasing brand awareness among insurance underwriters, brokers, and government fleet managers.

  • Content Refresh: Repositioning website content and digital marketing strategy to target corporate audiences.

Solution

Search Engine Optimisation (SEO)

  • Conducted keyword research to align with the new target audience.
  • Targeted 172 high-intent search terms to improve organic rankings.
  • Optimised on-page content and technical SEO for higher rankings.
  • Built high-authority backlinks to improve domain authority.

Paid Search (Google Ads)

  • Created highly targeted ad groups focused on insurance underwriters and government fleet managers.
  • Optimised bidding strategy to maximise impression share and conversions.
  • Increased reach and engagement through a refined PPC strategy.

Social Media & Content Marketing

  • Developed a content strategy focusing on industry insights and B2B messaging. Adjusted messaging to appeal to insurance and corporate fleet managers.
  • Launched an engagement campaign to increase visibility among corporate clients.
  • Expanding organic reach on Facebook and Twitter to drive brand awareness.
Solution

Results

Increase in Organic Visibility

517% increase in Organic Google Visibility and 49% increase in Search Traffic.

Increase in Market Share

353% overall improvement in Google Market Share.

Paid Search Performance

198% increase reach, with 101% increase in paid search conversions.

Website Performance

44% increase in new visitors to the website.

Social Media Growth

110% increase in Facebook organic reach, from 49 to 107 average reach per post.

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