How Aira Helped Just Tyres Increase Revenue And Maximize Their ROI Through SEO And Paid Media
The dedication and individual attention they were offering really made them very different from bigger agencies. They weren’t just interested in what the challenges of the website were. They were interested in the challenges of the whole business.
An expensive website redesign with disastrous consequences for SEO
In 2015, independent tyre supplier Just Tyres was at a crucial stage of business development.
The company had just invested heavily and hired an agency to redo their website, explains Tina Newman, Head of eCommerce and Marketing. But the website didn’t turn out as planned.
‘It was very much written for B2B, rather than B2C’, Tina explains. ‘It was a disaster.’
What’s more, the new website wasn’t designed for SEO, and their search rankings had suffered as a result.
‘The website had totally dropped off of Google, there was no presence at all’, she remembers. ‘It wasn’t just the frontend [that was a problem], it was the backend as well.’
To complicate matters further, Just Tyres had spent most of their budget on the failed website. In order to grow, they needed to focus on high return on investment (ROI) adjustments and make the website work for them quickly.
‘Everything we did had to really benefit us’, she says. ‘We needed a return on our investment.’
But marketing tyres presents a unique difficulty, because tyres aren’t a desirable product, Tina explains.
‘You buy a tyre because you need a tyre. You don’t buy it because it’s adorable and you want the latest model’, she says. ‘It’s not something you can do average marketing for, because you haven’t got a pretty picture to show people and convince them to buy it.’
Tina knew she needed to find an agency partner who would take the time to learn about Just Tyres and how to best market their business.
She began looking for an agency that could help her recoup Just Tyres’ investment in their website, and then grow their online marketing strategy from there.
‘Everything we did had to really benefit us. We needed a return on our investment.’
A full website audit, SEO overhaul, PPC, and a customised marketing strategy
When Tina first got in contact with Aira, she liked the personalised attention that she received. She could tell Aira really took the time to learn about Just Tyres and how tyre marketing is different from other industries.
‘The dedication and individual attention they were offering really made them very different from bigger agencies’, she says. ‘They weren’t just interested in what the challenges of the website were. They were interested in the challenges of the whole business.’
She met with Aira’s co-founder Matt Beswick to discuss Just Tyres’ marketing strategy. Then, Aira began a full website audit to determine what changes were needed, and what they should tackle first for the fastest ROI.
They began with pay-per-click advertising. Within three months, Tina began to see results, and her trust in Aira grew.
‘It was a big commitment, coming from where we came from and having had this disastrous relationship prior to them’, she remembers. ‘But when we started to really see some benefits, I could relax a bit more and give them more responsibility.’
From there, Tina began trusting Aira with all of Just Tyres’ digital marketing, including SEO, content management and development for their website, social media, digital PR and competitor analysis.
Aira quickly became a strategic partner that helped Just Tyres grow their business online and take it to the next level.
‘Even though we had originally gone to them as a website agency, they looked at our company with a holistic approach to everything’, she says. ‘Which meant that we were able to feel confident with what they were actually doing.’
Best of all, Tina says, is the top-notch customer service Aira provided.
‘Our account manager will always go above and beyond on anything that we need’, she says. ‘If there’s an issue out of hours, she’ll always pick everything up and deal with it on our behalf if need be. That’s outstanding to me.’
‘Even though we had originally gone to them as a website agency, they looked at our company with a holistic approach to everything. Which meant that we were able to feel confident with what they were actually doing.’
A fantastic ROI and across-the-board improvements
Now, after several years partnering with Aira for all of Just Tyres’ digital marketing needs, Tina has seen numbers for the company improve across the board. She credits Aira’s personalised approach to marketing for the improvements.
‘They really involved themselves in the business, and learned about our business and our industry’, she says. ‘They didn’t just come in and say “we can do marketing for anybody.” They looked at our specific company requirements as a business in our industry, and how the marketing would fit into that.’
Just Tyres’ search rankings have improved dramatically, and the company is now on the front page of Google search results for most important keywords.
As a result, their organic revenue grew 146% from 2017 to 2020.
They’ve also seen an 886% increase in overall revenue on Google Ads, and a 1,000% increase on Return On Ad Spend (ROAS).
Their turnover went up 91% between 2017 and 2019, from 1.2 million up to 2.3 million.
Their order book and transaction volume have both increased, and average order value has gone up 13%, from 141.92 in 2017 to 158.60 today.
Tina is thrilled with the improvements. And most importantly, she now has a well-rounded agency partner that she can trust for all of her digital marketing needs – she’ll never have to worry about a disastrous surprise again.
‘They know absolutely everything that's going on within the company’, she says. ‘Because they've got a breadth of knowledge, they can deal with pretty much everything that we throw at them.’
‘Because they've got a breadth of knowledge, they can deal with pretty much everything that we throw at them.’