Mooresville Oil, Co. in Charlotte, NC had its web site redesigned by Industrial Web Solutions (IWS). Once this design was done, IWS was contracted to see if it could help this oil company sell propane tanks to local customers. PROPANE TANKS?
Using a highly optimized Google Adwords campaign, IWS did lots of things write and boosted propane tank sales:
With a focus on converting new propane customers as much as attracting them, IWS developed a special, limited time introductory offer. The offer was available exclusively to those in the targeted local delivery areas who signed up for the service during the promotional period. Highly focused text ads and keyword lists targeting the services offered as well as the local delivery service areas were used in the campaign to attract potential customers. Respondents were then directed to strategically developed landing pages specifically optimized for conversion. In addition to the campaign ad groups, text ads and keywords, landing pages were also carefully tracked for response and conversion effectiveness.
Lesson learned, if you’re selling a product that is VERY LOCAL (like propane tanks) it’s important that your online marketing campaign is design, from the ground up to BE LOCAL. Once the customer lands on your web site you want to ensure you have a landing page (not a generic home page) that draws the customer further in to SELL.