StrasGlobal: BATeam Increases Website Traffic 356% and Engagement 16%
About StrasGlobal
For 35 years StrasGlobal has been the choice of global oil brands, distressed assets managers, real estate lenders and private investors seeking complete, turn-key retail management services from the most experienced team in the industry.
Why BATeam
Business Accelerator Team has one goal: Improving your profitability. Specifically, we will increase revenue and operating margins through our customized approach. With 350 plus years of combined experience in strategy, financial analysis, growth development, operations, local store marketing, and trend interpretation and forecasting, Business Accelerator Team brings relevant expertise and connections to improve your business. We provide business-development proficiency derived from a deep understanding of what has worked with suppliers, retailers and media in retailing and foodservice.
Business Challenges
In 2018, Convenience Management Services, Inc. (CMSI) rebranded to StrasGlobal. Beyond just a name change, this included new logos, brand requirements, a new website domain and online presence.
- The most significant challenge for this transition was to maintain CMSI’s brand recognition and authority in the industry, while creating a new image for the company as it continued to expand its service offering.
- This rebrand required the launch of a new website, refreshed content, updated social media company profiles, creation of new blogs, articles and content offers.
Solution
BATeam extended the brand vision developed by StrasGlobal and their creative agency to refresh the Company’s online presence, while also deploying digital marketing tactics designed to maintain brand recognition, and engage current clients and prospects in new ways.
Approach
BATeam focused on 5 marketing tactics to increase website traffic and visibility, while building engagement and conversions with StrasGlobal’s core audience.
Tactic:
Website Redesign
BATeam designed a fully-customized website that integrated new brand guidelines developed by StrasGlobal and their creative agency in a modern and responsive design, while also incorporating an expanded focus on industry content and resources.
The new brand messaging showcased the heritage of the Company, clients and StrasGlobal’s expanding services.
Results:
Increased Web Traffic, Visitor Engagement
During the first 4 weeks of launch, unique traffic increased by 356% despite the change in website URLs and total traffic including repeat visits increased by 339%. Within 8 weeks, the new website was ranking higher than the previous domain and new web pages were driving the most engagement.
Tactic:
Search Engine Optimization (SEO)
BATeam conducted analysis of StrasGlobal’s competitors and the keyword ranking for those websites. In addition, BATeam researched the volume and quality of each keyword set to develop a strategy to improve StrasGlobal’s ranking and corresponding website traffic.
Results:
Improved Search Ranking
During the course of BATeam’s SEO efforts, StrasGlobal moved to the first page in popular search engine results, consistently ranking higher than their closest competitors for all keyword targets. Organic search traffic increased by 25% in the first 4 weeks of launch, demonstrating SEO effectiveness.
Tactic:
Digital Advertising
To maintain StrasGlobal’s online presence during the rebranding period, BATeam developed search ads based on the keyword strategy, and ensured StrasGlobal remained visible to client prospects. BATeam also developed and managed monthly display ad campaigns supporting each new content offer.
Results:
Enhanced Visibility, Campaign Reach
In the first 8 weeks, Google Ads campaigns generated 26K+ impressions and a significant increase in traffic to StrasGlobal’s campaign landing page. The most popular StrasGlobal display ad generated 141K+ impressions, and a clickthrough rate (CTR) that was 10X industry average.
Tactic:
Content Development
BATeam developed several types of unique content offers that engaged and nurtured leads throughout all stages of the sales funnel.
Customized content such as a services brochure, eBook, checklist and weekly blog posts were cornerstones of StrasGlobal’s social media strategy and monthly campaign efforts.
Results:
Built Online Authority, Engaged Visitors with Valuable Content
During the first 4 weeks of launch, average session duration increased by 16% – primarily driven by new content. Ongoing weekly spikes were attributed to the publishing of new blog posts featuring relevant industry topics and articles, as well as monthly content offers.
Tactic:
Social Media Management
BATeam developed a strategy for StrasGlobal to both curate and share trending and unique content on the Company’s LinkedIn, Twitter and Facebook accounts. BATeam also developed and managed social media marketing campaigns across all platforms to expand reach to targeted audiences.
Results:
Increased Followers and Website Traffic
In the first 10 weeks, BATeam published 16 original blog posts and 14 trending industry articles to all of StrasGlobal’s social media accounts, while also designing and managing ads on Twitter and LinkedIn – resulting in social media becoming the 3rd highest source of web traffic.
Overall Results
Overall performance of marketing tactics detailed above resulted in significant increases in StrasGlobal brand visibility and engagement:
- 25% increase in organic searches by new users post website launch
- 30 new pieces of content to engage prospective customers
- 356% increase in unique traffic during first 4 weeks of website launch