01 Case Study Overview
Timbecon is a leading supplier of woodworking tools in stores and online.
By investing in a sustainable and integrated approach using paid, owned, and earned media, Timbecon was able to develop its digital commerce capability and gain market share from much larger competitors. With a content-led approach and application of best practice eCommerce and search engine optimisation (SEO), Timbecon continues to see strong revenue growth.
Client
Timbecon
Industry
Retail Hardware
Expertise
- eCommerce
- Marketing
- Software & AI
- Strategy
- Web & Experiences
Year of Completion
2018
Website
timbecon.com.au
02 The Challenge
Timbecon saw an opportunity to use eCommerce to serve a national market.
With storefronts in Melbourne and Perth, Timbecon’s ambition was to grow by developing its eCommerce presence and customer base nationally. This means competing against a number of large national competitors with large marketing budgets at their disposal.
The challenge was how to build their brand presence online to ensure that they’re competing in search engines, create an eCommerce experience that delights, and keep customers coming back.
03 Our Approach
A new eCommerce presence and marketing strategy to win.
We knew the team at Timbecon were passionate about woodworking and had a clear vision of what they wanted their business to become.
It was clear the business needed a new website and a digital marketing strategy to compete online. To ensure they were successful, we needed to first step back and uncover the biggest opportunities.
1. Discovery
Starting with our Discovery process, we researched the industry to better understand the greatest challenges and market opportunities to form an integrated strategy.
By understanding the products, services, and target market, we created an information architecture to support the user experience and search engine optimisation.
The process also uncovered an opportunity to use paid, owned, and earned media to compete with big market players at a fraction of the cost.
2. eCommerce website design
The website was designed to be a one-stop shop for all your woodworking needs. The shopping experience needed to be consistent and supported by a content hub to answer users’ questions and provide multimedia DIY solutions.
To deliver this, the website was built on Mintox, our propriety content management system (CMS), which we’ve developed to support seamless content management, integrations, and first-class security.
Since the initial launch, we have also partnered with Timbecon to further optimise website performance.
3. Digital marketing
We helped Timbecon rank for high-volume transactional search terms by using pay per click (PPC) advertising on Google Ads. On-page search engine optimisation (SEO) was supported with best practices to help build authority and trust with Google. We also used display advertising to build brand awareness and familiarity, as well as retargeting potential shoppers.
04 The Outcome
Timbecon has experienced substantial growth online.
We have been partnering with Timbecon now for over 6 years. During this time, they’ve experienced sustained growth in revenue coming via their website. This includes growing annual revenue by 48% in the last financial year. This is driven by a 41% lift in organic traffic and an 89% lift in paid traffic.
Year-to-date, we have seen a return on ad spend (ROAS) of over 800% generated from the Google Ads campaigns. Timbecon is another prime example of how investment in paid, owned, and earned media can be used to drive sustainable growth.
