Birmingham Freightliner & Western Star
Digital Marketing
Background
Alabama's Trusted Truck Dealer
Birmingham Freightliner & Western Star, a Peach State Truck Centers dealership, has been an Alabama-based commercial truck dealership since 2012. As part of Peach State Truck Centers, a dominant heavy-duty truck dealer in the Southeast, Birmingham Freightliner is one of the region's trusted commercial truck sales, parts, and service providers.
Deliverables
- Pay Per Click Advertising
- Search Engine Optimization
- Conversion Rate Optimization
The Challenge
Being under the umbrella of Peach State Truck Centers, Birmingham Freightliner & Western Star faced direct competition with its parent company. Peach State’s larger presence and inventory in the Atlanta area meant that even Alabama-based users searching for truck sales or service were being directed to Peach State's website. Additionally, in recent years the trucking industry experienced a significant drop in the availability of commercial truck inventory, putting business revenue at risk.
Birmingham Freightliner & Western Star came to us with the request to:
- Boost local visibility and brand authority to stand out as the top commercial truck dealership in the state of Alabama.
- Drive local users to Birmingham's site, capturing Alabama-based traffic that was previously being lost to Peach State Truck Centers.
- Generate more leads for the parts and service departments.
Our Approach
Driving Business Forward
To address the challenges Birmingham Freightliner & Western Star faced and achieve their goals, we implemented a multifaceted digital marketing strategy focused on driving local traffic, improving lead generation, and optimizing for conversions.
Google Ads Paid Campaign
We launched a highly targeted search campaign specifically aimed at promoting Birmingham Freightliner’s new priorities. Our team conducted weekly optimizations, A/B tested landing pages and ad copy, and continuously monitored performance for maximum effectiveness, driving the right traffic and converting users into leads.
Local SEO
We focused on optimizing Birmingham Freightliner’s local presence by enhancing their Google Business Profiles and optimizing onsite location pages. Our proven SEO strategies helped ensure that Birmingham’s dealership appeared in top positions for local searches related to truck sales, parts, and service in Alabama.
Strategic Content Creation
Through extensive keyword and competitor research, we developed content tailored specifically to the Alabama market. By understanding the local community and the dealership’s target audience, we created blog posts, service pages, and localized content that directly addressed the needs of Alabama users.
User Experience & Behavior Analysis
To maximize conversions, we reorganized page layouts based on click data and heatmap tracking. These efforts ensured that users could quickly find and engage with conversion-forward components, leading to increased leads and customer interactions.
Complex Reporting & Cross-Collaboration
Maintaining regular communication with our clients is always our priority. We conducted weekly and monthly meetings to stay agile and adapt to their evolving business challenges and goals. In addition to providing detailed performance reports on SEO and PPC, we also served as a partner in the dealership’s broader marketing efforts. By collaborating with other marketing partners, we provided transparent, actionable insights, helping the client maintain a unified marketing strategy across all channels.
Over 12 Months
The Results
90
Increase in Total Leads
194
Increase in Organic Leads
14
PPC Conversion Rate
56
Increase in Traffic to Key Pages
94
Increase in Onsite Conversion Rate
16
Increase in Onsite Engagement
“Atypic is the best agency I've worked with in 30 years.”
Rhonda Gauthreaux, VP of Marketing
We Value Our Partnerships
Let's Grow Together.
