Case Study
Wholefleet Diagnostics
Waterloo, Ontario
Increased online lead generation by 1200%+
Introducing Wholefleet Diagnostics
Based in Waterloo, Ontario, WholeFleet Diagnostics is a leading provider of advanced diagnostic solutions. They specialize in fleet management diagnostic tools and software for a range of industries including commercial vehicles, off-highway and construction equipment, agricultural vehicles, marine vessels, and material handling equipment. By offering cutting-edge diagnostic tools and expert analysis, they help businesses maintain peak performance and reduce downtime across their fleets. With a focus on early issue detection and tailored solutions, WholeFleet Diagnostics ensures that fleets in these demanding sectors operate efficiently, safely, and cost-effectively.
Challenge
The core of WholeFleet Diagnostics’ problem was a lack of online presence, translating to low website traffic and little to no online conversions. This lack of digital interaction was further cemented by sticker shock and an inability to identify the ROI of WholeFleet’s diagnostic tools. Creating a compelling online presence was especially challenging, as the industries WholeFleet targeted tended to have infrequent online engagement to begin with.
Solution
WholeFleet Diagnostics needed a solution that would bolster their online presence while drawing valuable traffic into their website. This started with building a digital marketing strategy that could bypass the initial price shock on the converting side, while getting WholeFleet’s targeted industries engaged on the social side.
It became apparent to Tactycs that the key to paving a high-performing digital marketing strategy was leveraging WholeFleet Diagnostics’ position as the largest Canadian-based dealer of jaltest diagnostic tools. Tactycs knew there was potential to take advantage of this to cement WholeFleet as an industry leader and address common pain points related to purchasing diagnostic tools within Canada. With this direction, Tactycs built a dynamic, comprehensive digital marketing strategy using Social Media, Google Ads, SEO, and Email Marketing.
Google Ads
Lead Generation
Here’s What We Did
Tactycs kicked off WholeFleet’s ad strategy on Google and conducted keyword research for keyword-based ad targeting. It was immediately apparent that few people were advertising on the highest intent keywords related to jaltest. This was a great opportunity to utilize low competition keywords to monopolize the valuable, high-intent traffic that was within our geography.
An important detail Tactycs prioritized was building WholeFleet’s ads to nurture leads while simultaneously building a conversion funnel that would help customers overcome jaltest’s price tag. This started with lowering the barrier of entry for potential customers to come in by adding a downloadable jaltest pricing sheet. The Google ads would send visitors to a high converting page that had a more realistic short term goal. This funneling strategy streamlined the converting process, allowing WholeFleet to generate and nurture leads without being interrupted by the sticker shock. This would give WholeFleet the chance to build trust and recognition with client prospects.
Email Marketing
Lead Nurturing & Email Flow
For Tactycs, email marketing would be a vital tool in solving the high cost pain point that was becoming a consistent roadblock for WholeFleet Diagnostics. As many turned away from after seeing pricing, email could be the key component in bringing these client prospects back to WholeFleet and carefully guiding them through the consideration stage of the sales funnel. Tactycs paired WholeFleet’s ad strategy with an email flow to help nurture leads, build brand recognition, and credibility.
Once downloading the pricing guide linked in WholeFleet’s Google advertisements, visitors would be added to an email flow to begin the lead nurturing process. This content would achieve the goal of nurturing leads through the consideration phase, while also building the credibility and brand recognition that was being prioritized in the social media space. An added benefit of the lead nurturing email flow was that it would help verify that the visitors downloading the pricing sheet were valuable leads for WholeFleet. This would allow Tactycs to identify issues with targeting and adjust various marketing efforts to draw increasingly valuable leads overtime.
Social Media
Content Strategy
The goal of WholeFleet’s social media marketing strategy was to boost their online credibility and establish them as a thought leader while there was still little competition in the field.
Tactycs centralized WholeFleet Diagnostics’ social media content around WholeFleet’s experience and knowledge of jaltest diagnostic tools, leaning on an educational content angle. As WholeFleet’s credibility grew, Tactycs expanded the content to have more substantial significance to WholeFleet’s diagnostic tools. This started with creating raw content that actually displayed the jaltest tools in use. This angle would achieve two things: firstly, it would give potential clients the opportunity to see the tangible results WholeFleet’s diagnostic tools had, increasing their value and combating the initial sticker shock. Secondly, it would be a familiar style of content that didn’t deter WholeFleet’s trade-based customers.
Search Engine Optimization
Keyword Strategy
While Google Ads had WholeFleet Diagnostics covered on the paid traffic front, Tactycs’ SEO strategy would set the stage for the website’s organic traffic, creating a robust digital marketing strategy that wouldn’t have to rely solely on paid advertising.
WholeFleet’s keyword strategy started with high-intent, specific, and low competition keywords, aiming to rank for keyword phrases relevant to jaltest diagnostic in Canada. This process needed a high-level strategy which could encompass high-intent searches as well as searches relevant to specific diagnostic questions and pain points in various industries. One way Tactycs achieved this was by creating content solving various highly searched diagnostic fault codes. We paired this blog content with an engaging visual component, such as a troubleshooting video on WholeFleet’s Youtube channel, to maximize the content’s impact. This strategy aligned with the rest of WholeFleet’s digital marketing, shaping WholeFleet as a qualified thought leader in the industry.
The result: Online form submissions
1200%
In only 6 months, Tactycs enhanced all marketing categories
+1265% Organic Website Traffic
46% Email Open Rate
+440 LinkedIn Followers
12x ROAS
Kevin Vieth, Owner, Wholefleet Diagnostics
