Company: TopSpot Internet Marketing
Company Description: Founded in 1995 and based in New York state, Stainless Steel Products is a leading materials manufacturer and supplier specializing in round and flat wire as well as value-added metal products. They also stock wire, tubing, bar, strip, and more.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Vehicles
 Nomination Title: All-Star Tire Gets a Performance Lift for New Offerings Without Losing Traction on Core Products and Services
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The website at the center of the strategy was launched in 2020, but the updates discussed were launched in 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 247 words used.
The forklift industry has big-name brands like Toyota and Mitsubishi dominating the search landscape. With these juggernauts and thousands of shops in the mix, competing on a broad level can be challenging. For All-Star Tire, localization worked, but search results were getting crowded with new competitors popping up in their service area. Additionally, the company was looking to expand its business to include forklift sales and rentals, needing to enter a new search landscape that was equally competitive.
Central to TopSpot’s recommendations when creating strategies for paid search and SEO is that the user defines the search. Keeping that in mind when creating content and keeping tabs on what users are already searching for ensures nothing gets overlooked. TopSpot narrowed in on what content could provide a boost to parts and services using data and analytics pulled from Google Analytics and our proprietary tool Loop, which looks at each lead’s journey to conversion and form submissions. The Team then adjusted the site content to compete with the incoming competition.
After the site initially launched in 2020, All-Star Tire found a market for selling and renting forklifts. To accommodate this new revenue stream, TopSpot adjusted the site’s navigation to include purchases and rentals first, then folding in new priority keywords to bolster search in this new territory. Research was then conducted to learn about the search landscape for forklift sales and rentals, adding site content to introduce the company to the space and testing keywords to improve rankings.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
All-Star Tire began partnering with TopSpot in 2016 for paid search, plus call and form analytics, with SEO services added the following year. Capitalizing on our integrated approach, they launched a new SEO-optimized website corresponding to the opening of a new office in 2020. TopSpot's strategy centered on the recently updated website—conducting testing and then updating content to drive results in both organic and paid searches.
To do this, the Team focused on local business optimization by enhancing the map pack and reworking the schema markup, meaning updating the code that helps search engines characterize and categorize content from web pages. Top-ranking search terms include forklift tires Houston, forklift parts Houston, and forklift service Houston. For a business that saw most of its revenue coming from repeat customers, the year saw increases in form submissions from new customers and submissions overall.
Using lead information and guidance from All-Star, the Team narrowed in on specific keywords and created content highlighting the company’s competitive edge—its service. All-Star Tire is unique in that it can calculate replacement needs and schedule recurring services based on those calculations, meaning minimal downtime and less unplanned maintenance. To highlight this, the Team did a data review of the section and launched content optimization and expansion in March 2022. The results saw better placement in the search landscape for specific local services like foam fill and tire sealant services. Finally, the site had forklift inventory added for purchase and rental, which featured first in the revised navigation.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 254 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.
When comparing 2022 performance to 2021, we saw:
- 19.76% increase in organic traffic (11,285 vs 9,423)
- 17.78% increase in organic form submissions (212 vs 180)
- 41.18% increase in pay-per-click form submissions (96 vs 68)
- 18.58% increase in website form submissions (402 vs 339)
The company had one of its best revenue years, resulting in end-of-year bonuses for the All-Star team. The team discovered that leads via the website tended to convert sooner due to user intent and urgency, while pay-per-click drove in more calls. This increase from each source saw steady growth in conversions:
- Site Launch Year 2020-2021: 242
- First Full Year of Post-Launch 2021-2022: 355
- Addition of New Services 2022: 412
With the website central to our integrated strategy, adaptability is key to keeping up with changes while maintaining conversion growth. After the addition of sales and rentals, the average lead per month was 2-3, with 17 conversions between January and July. Once launched in August of 2022, the number doubled to 5-6 leads per month and ended with 34 leads.
Just as you do with forklifts and other equipment essential to operations, a website and search strategy require maintenance to remain effective. A site and corresponding search landscape require constant monitoring, data analysis, and testing to ensure its performance continues to meet business goals. All-Star Tire recognizes the need for servicing of marketing efforts and an integrated approach, and their collaboration with TopSpot led to a record revenue year and well-deserved bonuses for its all-star team
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 7 words used.
Reference: Stevies Supporting Visuals - All-Star Tire
| Attachments/Videos/Links: |
|---|
|
