Royal Nissan

Initial Challenges

Royal Nissan, a staple in Baton Rouge since 1978, faced challenges in an increasingly competitive digital landscape. While they had a solid local reputation, their online presence and marketing strategies needed refinement. Their SEO and digital tools were not optimized to capture a larger share of the market, especially for the high-demand SUV models like the Nissan Rogue and Pathfinder. Furthermore, Royal Nissan struggled with traditional media buys that lacked data-driven insights, limiting their reach and efficiency.

Our Strategy

To drive growth and visibility for Royal Nissan, our agency implemented a comprehensive, data-driven digital strategy:

1. Digital Marketing Revamp: We focused on enhancing Royal Nissan's online presence with cutting-edge SEO strategies, including targeted keyword usage for popular models like the Nissan Rogue and Altima. We updated their Google My Business profile and integrated local content with timely offers and events.

2. Performance-Based SEM Campaigns: Building on the foundation of branded and competitor-targeted ads, we focused on high-converting campaigns, refining bid strategies to ensure Royal Nissan consistently dominated the local search auction. This helped improve their click-through rates (CTR) and lower the cost-per-click (CPC) significantly.

3. VIN AI and Conversion Optimization: By leveraging VIN AI technology, we optimized lead generation across third-party sites, including Cars.com. This tool was crucial in tracking inventory-specific interactions, improving conversion rates for both new and used cars.

4. Local Content and Community Engagement: We focused on creating content that resonated with the Baton Rouge community. From highlighting popular local events to showcasing the versatility of the Nissan Rogue for family road trips around Baton Rouge, this strategy ensured a personal connection with potential customers.

5. Social Media Strategy: We revamped Royal Nissan’s social media strategy by incorporating dynamic visuals, videos, and community-driven campaigns on platforms like TikTok. This boosted impressions and enhanced brand engagement, especially with local audiences.
   
   
   

Execution

The phased execution of our strategy included:

• SEO & Website Optimization: We made necessary updates to Royal Nissan’s website, ensuring it was mobile-friendly and optimized for local search queries like “Nissan dealer Baton Rouge” and “Nissan Altima Baton Rouge.” Content was regularly updated, and specific landing pages were created for high-demand models.

• Enhanced Paid Search Strategy: We fine-tuned SEM campaigns based on ongoing performance analysis, prioritizing high-conversion keywords and improving ad relevance for Baton Rouge shoppers.

• Community-Centered Blogs & Content: Monthly blogs and updates were created around local attractions, local events, and practical vehicle use cases to engage the Baton Rouge community. For example, the blog "Our Favorite Lunch Spots in Baton Rouge" linked back to inventory, increasing site traffic.

• Performance Max Campaigns: These were optimized for the highest ROI, generating over 330,000 impressions and substantial growth in lead conversions, specifically for top vehicles like the Nissan Rogue and Titan.
  
  
  

Results

Royal Nissan's digital transformation delivered measurable results:

• Increased Website Traffic: Total users increased by 30% year-over-year, with a 15% increase in sessions from organic search and a notable uptick in direct and cross-network traffic.

• Enhanced Lead Generation: Using VIN AI, we observed a 45% increase in new vehicle detail page (VDP) views, leading to a 20% increase in conversions from third-party sites like Cars.com.

• Improved SEM Performance: Paid search saw a 40% improvement in conversion rates compared to 2020, with top campaigns targeting branded keywords and competitor traffic showing the highest ROI.

• Strong Social Media Engagement: TikTok ads, coupled with engaging video content, produced 330,000+ impressions on average per campaign, significantly increasing brand visibility and local engagement.
  
  
  

Long-Term Impact

Royal Nissan has cemented its place as a digital leader in Baton Rouge’s competitive automotive market. By embracing a modern, data-driven approach to digital marketing, they’ve effectively captured a larger share of both new and used car buyers. Additionally, their strategic investment in VIN AI and Performance Max has provided invaluable insights, helping to guide future marketing efforts.

The dealership's growth continues as they see a steady increase in both new and returning customers, with ongoing expansion of their digital marketing strategy and community engagement efforts.