We devised a digital strategy for Paint Place that encompassed SEO, SEM and SMM. From a various range of digital channels, we were able to build awareness of the Paint Place brand, drive traffic to their website and generate conversions.
We took on the management of Paint Place’s Facebook and Instagram accounts, which consisted of the creation of content and copy writing, with a strong focus towards paint and colour. Paint Place wanted to turn their social media accounts into digital communities, acting as a channel for fans to share information and communicate with the brand.
A single channel approach towards SEM was never going to cut it for Paint Place. Thus, we devised a multi-channel plan, to target people from the start of the purchase funnel by generating awareness to the bottom of the funnel when they make a purchase in store. The account was split up into generic campaigns that ran all year round, and seasonal campaigns focused on increasing awareness of promotional activity. The results from over a 15 month period can be seen below.
As Paint Place has over 100 stores nationwide, there was a strong focus towards local SEO. We conducted an audit of every single one of the Paint Place store pages and updated the information accordingly, to improve their local rankings. Furthermore, we used suburb specific keywords to target individual store locations and optimised all of the Google My Business listings for each store. These steps allowed us to significantly increase the number of keywords ranking on the first page, especially ones that were location specific.