Discosource SEM

Case Study: DiscoSource Professional DJs

Seeking visitor volumes to support business growth

Discosource Professional DJs is a professional DJ-for-hire company based in greater Melbourne. Discosource had begun to see their website as the potential centrepiece of their broader marketing strategy and envisioned their online presence as a key driver of sales success. However, whilst the conversion rate of their visitors into enquiries was acceptable, visitor volumes were not adequately reaching target levels to support the growth of the business. They decided to seek professional external assistance in developing a strategy to help drive more visitors to their website.

A three-tiered solution to managing website traffic

After conducting extensive research into the current DJ-for-hire market in Australia as well as the search trends associated with DJ related services, WebDynamic™ recommended a 3 stage strategy to managing Discosource’s website traffic:

1. A pay-per-click strategy using Google Adwords, which would act as a traffic-on-demand alternative by generating instant traffic volumes and helping manage traffic volume requirements in on/off seasons.
2. A strategy for organic listing with Google and other search engines, which over time would provide more cost effective traffic than that provided by pay-per-click advertising alone. As not all Google users choose to use pay-per-click links, this would also ensure that the highest possible traffic volumes are achieved.
3. A strategic shift in domain names to one which contains the most popular search terms used by people searching for DJ related services. While the results of this step would not be noticed immediately, it would serve to secure a stronghold against competition in search engine listings over the long term.

This three-tiered solution was designed firstly to drive the maximum amount of free traffic to the website through Google and other regular search engine rankings using optimised and well structured entry pages. Secondly, it aimed to compliment free traffic through the use of cheaper placed advertising with Google Adwords for lower position rankings. Thirdly, it gave Discosource the capacity to control their enquiry rates in the slower months of the year using more expensive Adwords campaigns that they can switch on or off as they need more or less work.

“From the outset I was impressed by WebDynamic™’s ability to simply put themselves in my shoes. Without a solid understanding of our business process they could never have delivered the results they did, so their insight into my business and our unique requirements proved the deciding factor in the success of our search engine strategy.” – Paul Haritos, Director

Discosource’s search engine marketing strategy delivered a complete solution that was both optimised for highest efficiency in terms of return on investment, and also allowed Discosource to manage their resource allocation throughout high and low seasons, significantly boosting productivity and profitability.

A catalyst for growth, productivity and profitability

In the past year, Discosource have doubled the size of their operations by producing a consistent stream of inexpensive sales leads. Their success in this area allowed them to make massive cuts to spending in their broader marketing activities. In fact, they were able to completely do away with expensive forms of advertising such as priority yellow pages listings and magazine advertisements thanks to the level of visibility they achieved through search engines.
The challenge of filling Discosource’s job quota throughout the slower months of the year was achieved through the simple adjustment of spending on pay-per-click advertising. This meant that while marketing expenses were slightly higher in these months, the increased revenue from the additional work generated as compared to the same period in previous years more than quadrupled the overall profitability of the period.

“Search engine marketing has singlehandedly acted as the driving force behind our sales process for over a year now, saving us thousands of dollars each month by making regular print advertising redundant. Best of all, by giving us the ability to increase our exposure in the off-season WebDynamic™ have helped ensure that our staff and resources are fully utilised throughout the year. Yellow Pages must be fuming!” – Paul Haritos, Director

Discosource are now set to double the size of their operations again within the next 6 months, and a further expansion of similar proportions is in the pipeline for 9 months after that. This astonishing success story in search engine marketing is a perfect example of where a sound Internet marketing strategy driven by search engine marketing has taken on a far greater role than merely complimenting an existing marketing strategy – it has acted as the catalyst for an entire business transformation.