Ingles Buchan

Ingles Buchan operates as a tartan manufacturer, wholesaler and supplier globally. Their largest contract recently has been the official tartan manufacturers for Outlander. They are family owned and run a heritage mill in Selkirk where all the tartan is woven.

14,393

Users on Website

479

Enquiries

3.93k

Clicks on PPC Ads

8.86%

Click Through Rate

These results are based on a 12 month campaign period


THE BRIEF

We were appointed by Ingles Buchan to expand the awareness of the Ingles Buchan brand online with specific emphasis placed on increasing enquiries for the Design Your Own Tartan Service & reaching new distributors.

Ingles Buchan previously struggled managing time to focus on marketing their brand and they needed a more dominant online presence as they had no website promoting their brand and services. They wanted a sophisticated and eye catching website to draw attention to their scottish brand.

Their aim was to increase the number of tartan design & purchase enquiries that come via the website as they have struggled to do this in the past. They also wanted to improve their position in the Google search rankings for the keywords that would make them more visible to potential distributors and customers as they previously struggled to focus on SEO. Lastly they wanted to improve their social media presence, increase the number of following on their page and engagement on posts.



THE CHALLENGE

We started by developing a brand logo and website design and build. We built an eye catching website that highlighted Ingles Buchans services and ensured a simply user journey was in place for customers to enquire about products. We also ensured that the website was built in order to support the PPC campaign, along with creating an automated email user-journey to capture leads and streamline the communication process along with capturing the data to measure success. As a secondary stage we also developed a high end ‘Tartan Finder’ with the need of aiding the customer find the tartan they are looking for to simplify the buying process from both ends.

After a clear digital strategy was set out and the new website was completed, further keyword research was conducted to target Europe and the USA in order to be present in the search engines in front of potential distributors and customers.

In addition to the Google Ads, we also focused on improving organic social media engagement on the Ingles Buchan page by developing a social media content strategy and developing more engaging videos and images to attract better post engagement.

THE RESULTS

We have been working with Ingles Buchan for 8 months with PPC running for 4 months and our efforts have generated 170 online design/purchase and or distributor enquiries and we significantly improved Ingles Buchans search engine rankings and brand awareness.

71%

Increase of Engagement on FB

2,530

Clicks on PPC Ads

46,461

Website Page Views

82%

Increase of Reach on FB

28,700

Impressions on PPC Ads

8.80%

Click Through Rate

Does your business need help developing your online digital marketing strategy?

The Zostro Team can help!

Give us a buzz today on + 44 (0)141 404 5275 or enquire online.