The Plant Man - Winning bigger B2B deals with PPC & SEO

About The Plant Man

The Plant Man is an indoor plant hire and maintenance service that targets offices, commercial buildings, shopping centres, showrooms and hospitality. Operating since 1991, they had previously worked with another digital agency. By the end of 2020, while looking for a better agency experience and an improvement in performance marketing, they turned to Rocket.

Challenge

Rocket was challenged to re-review The Plant Man's digital strategy end-to-end and deliver a robust plan that could deliver genuine leads via Google Ads and SEO within budget. The client recieved plenty of smaller deals through the door through word of mouth. They were now ready to expand and service larger long-term deals with commercial businesses.

Solution

The Rocket team worked within The Plant Man's digital marketing budget to capture the lowest hanging fruit and build the foundations for long-term digital marketing success. Our engagement included:

Brand Refresh & Website CRO: As soon as Rocket took The Plant Man on, we recommended a brand refresh and CRO update as initial projects to uplift the look and feel of the business, in line with that their target market would be looking for. This was a massive project that was delivered based on the Storybrand framework.
Google Search Ads: Our Paid Media specialists restructured The Plant Man's entire ads account to include brand, generic and competitor Search campaigns. We tested bidding strategies and ad types to find a balance between automation and manual adjustment that led to maximum conversions. Copy for each ad was carefully tweaked to establish expertise and drive action.
Google Display Ads: We launched fresh display ads to the rematketing pool and also targetted competitor website visiors. This was an excellent opportunity to present the brand as professional experts in plant management.
SEO: The SEO strategy for The Plant Man flowed nicely from the CRO project completed and focussed on content audits and improvements, technical audits and website fixes and lastly, internal linking.

Outcomes

30%

Increase in New Website Users YoY

33%+

Increase in Organic Traffic YoY

23%

Decrease in Google Ads CPC YoY

Result

The business impact of The Plant Man's engagement with Rocket has been exceptional! The Plant Man now has a website that both speaks to thier perfect customers, elevates their brand and most importantly, converts users into real leads. The quality of leads is reflected in the conversion rate - The Plant Man closes one deal for every 10 leads that are generated through the website.

New users on the site went up by about 30% YoY while website conversions went up by about 20% YoY.

The Google Ads campaigns has delivered quality leads with a 23% lower CPC year on year, 10.29% increase in inbound calls and an 8% increase in form submissions on the site.

In terms of SEO, The Plant Man has seen a 33%+ increase in organic traffic YoY with 36%+ increase in conversions. Despite the competition in the market, the foucssed SEO strategy implementation has led to 486% increase in keyword visibility with a 440% increase in rankings for Top 10 Keywords.

The client is estactic and has expanded their engagement with Rocket to include other digital marketing services.

"Outstanding year on year growth in terms of reported organic and paid search results coupled with favourable increases in conversions on our web page have assisted in driving a solid revenue result for this financial year for The Plant Man.

Have always appreciated the straightforward and authentic approach from the Rocket team coupled with their sound advise on general web-based marketing matters and willingness to lend a hand to their clients to continuously drive a better result. Long may this continue. Thanks Team Rocket."

Andre Slootweg
General Manager, The Plant Man

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