Tool Company Case Study EZ-DRIVER (ATM, INC)
Profitable Go-to-market campaign for an independent tool manufacturer. EZ-Driver by ATM, Inc.
It is funny how you meet people, for this Tool Company Case Study I was in Staples looking at tablets and making sure I was choosing the right one for my work, when a lady looking like she didn’t have time to stand around waiting asked, “if I knew anything about computers” when I answered her question and gave her the advice she was looking for, she asked what I did, when she found out I was a Digital Marketing Specialist she asked me to reach out to an entrepreneur friend of hers who needed help.
Mike owns Arizona Transmission Machine, an auto shop specializing in transmissions. Mike is a brilliant guy with cars, he could probably take them apart blindfolded and put them back together, working better than before. He is also an inventor and has a Patent on his Universal Bearing Installer, the EZ-Driver.
Mike had a badly put-together website by an indie designer, the site had, spelling errors, no concept, no calls to action, nothing really of any use, just page filler without purpose. When I tested a few keywords like “Bearing Installer” he came up in the Google search, on page 6! There were links ahead of him that were not even relevant to the keywords. He also had not had a sale via his site in over 2 years!
In Feb 2014, Mike agreed to let GCG take a crack at rebuilding his website, we first planned a Marketing Content Strategy for his EZ-Driver, What does it do? and, What does it Work On? We focussed on who his potential customers are and how to connect with them. We built the new site specifically to talk to his target demographic, not to designers or hipsters but to auto mechanics. We implemented the Business Marketing Management Plan and started taking a look at the detail behind all this work and how the search engines see his site. It is affordable and gives a website owner incredibly detailed information. When we first reindexed his site we got to page 4. After doing more work on the site and letting the spiders connect the dots on the web for Mike, we implemented a small AdWords Campaign. We created content including videos and other valuable content and syndicated it in his industry and around the web.
In April 2014, “Bearing Installer” is on the first page of Google, the due diligence has paid off and Mike is getting organic traffic that is worth real money. Better still he is now getting sales via his site. Even his distributors around the industry are paying notice as he knocks them down the Google rankings.
This illustrates the value of GCG focussed Work. We NEVER GUARANTEE that we will get a client on Page 1, not even Google allows you to do that, we don’t cheat, we work hard and it is great to see it pay off and for our client Mike and his EZ-Driver tool, we are thrilled!