Lotus Car Rental is a leading car rental company in Iceland
The Challenge
Our relationship with Lotus Car Rental started back in June 2018. Lotus Car Rental first reached out to us to help them grow the SEO side of the business and to increase revenue and bookings alongside building their brand awareness.
Since then, once they saw results that truly made an impact, we explored avenues to grow their digital channels further as a full-funnel marketing agency.
Lotus wanted to grow its long-term organic presence, as they were heavily relying on paid media. We advised that, by diversifying their marketing mix, they could be more strategic with their paid budget and reduce spend on certain competitive non-branded keywords once the site was consistently ranking well for key terms.
Ultimately, Lotus trusted that by investing in an organic strategy, they could be more visible to potential customers, generate more car rental bookings and more revenue. This was an opportunity to become a market leader within the car hire industry in Iceland.
Over the last 5 years working with Lotus Car Rental, we’ve devised and delivered a multi-channel marketing strategy across SEO, PPC, Paid Social, CRO, Analytics and Digital PR channels.
The Strategy
The pandemic affected the travel and tourism sector heavily, impacting many brands’ performance during this period. Lotus Car Rental was also impacted, however, instead of cutting back spending like many others, we doubled down on marketing efforts to ensure Lotus was in a strong position once demand in the market returned.
Specifically, we:
- Redesigned and optimised the key product & category pages on the website s
- Introduced a blogging strategy to attract users who were “dreaming” about their future holidays and plans post-COVID restrictions
- Optimised existing content, targeting featured snippet opportunities
- Leveraged paid search to capture market share from those that reduced advertising spend and expanded regional targeting to reach users across multiple markets
- Launched Prospecting & Remarketing campaigns to drive new users to the Lotus Car Rental website and convert warm users who were ready to book
Continuing to invest in a robust multi-channel marketing strategy during a period of economic uncertainty put Lotus in a solid position once the tourism industry had recovered post-pandemic. Following this period, we’ve continued to provide direction on ways that Lotus Car Rental can further grow its digital presence, including:
- Improving the customer’s experience through improved website page designs (see our work here), which increased conversion rates by 106%
- Developing the brand’s digital maturityin line with desired business growth
- Implementing Digital PR activity to maximise organic visibility, build authority and position Lotus as the go-to voice in the car rental industry
- Introduced a creative testing strategy to optimise performance and drive efficiencies, trialing videos, statics & leveraging Dynamic Auto Catalog Ads.
The Results
Lotus Car Rental have been going from stride to stride in business growth over since the pandemic. With our continual strategic advice, we supported them throughout the pandemic and are currently providing support through the cost of living crisis.
- 184.9% increase in revenue over the last 5 years
- 1055% increase in page 1 keywords over the last 3 years
- 73% increase in conversion rate over the last 2 years
- 16.7 ROAS achieved in the previous year with a 220% increase in ad spend
- 650+ links achieved in 10 months from publications including The Daily Star, Daily Express, The Sun & Yorkshire Evening Post