Richmond Motor Group

Black Lab implemented full in-depth digital marketing audit (The Digital MOT) of all digital marketing activity as well as local competitor analysis, this document formed the base of a report where developments and opportunities lay that Richmond Motor Group could capitalise upon. Black Lab’s strategy across paid and organic search could begin to address these opportunities.

Richmond Motor Group had an in-house PPC team handling the day-to-day, however, due to the complexity and dynamic nature of the dealership group, they needed support. Working in a consultative manner, the Black Lab PPC team work closely with Richmond Motor Group’s team to enhance the performance of the paid activity whilst streamlining the campaigns making them easier to manage. Black Lab’s strategic oversight with performance marketing also is now allowing an integrated strategy combining technical SEO, a creative content strategy and paid activity to all work in harmony. 

Organic search presented a number of opportunities, firstly addressing technical fixes allowed the site to achieve critical performance metrics which had previously held the website back. In conjunction our creative SEO strategy set about establishing an improvement in organic search results. Utilising various third party measurement tools, Black Lab have been able to identify and target content clusters that have made an improvement to the brands visibility in the areas around their dealerships.

Throughout this process, transparent and regular communication with the RMG team was maintained, detailed reports backed by third party data reassured stakeholders and kept all parties clear on progress. To further support the work delivered by Black Lab, a complete tracking set up to provide reliable first party data that can feed back into campaigns and inform decision making, future proofing the brand as cookies gradually disappear in coming years.