How Yellow Pages helped an unlikely social butterfly build their business on social.
Grand Auto Wreckers, in Lonsdale, SA, are Datsun parts specialists and the number one source of Nissan 4×4 parts in Australia, delivering to customers right across the country.
Partnering with Yellow Pages for over 20 years – Grand Auto Wreckers have historically relied on fairly traditional marketing products, with an ad in the print books and more recently expanding to online with a paid listing on Yellow Pages Online.
Three years ago, however, Director Anthony Norris started talking to Yellow Pages about social media as a lead generating tool for the business.
Why social media ads?
Like many proactive business people, Anthony was keen to take advantage of the explosion in social media in Australia and reach a younger audience.
“We wanted to target the right audience – people looking for the products and services we offer to help them get their car back on the road,” says Anthony.
“I knew social was going to be a big marketing platform, so I wanted to be on top of things,” Anthony says.
And he was right.
Grand Auto Wreckers and Social Ads.
As Anthony tells us, “Over the past 3 years our targeted Social Ads have produced a load of networking opportunities and lots of people ring us specifically from seeing the ads.”
Social Ads delivered a 186% increase in clicks to Grand Auto Wreckers’ website from January to February.
The impact of coronavirus.
In the past few months Anthony has seen an increase in leads coming from both his social media platforms and via eBay. While not surprising, given how much time Aussies have been spending online recently, this highlights how important it is to maintain a consistent social media presence.
Where to now?
Given that Anthony thinks social generates about 20-30% of his business, he’s sticking with the plan.
“We notice that, as soon as a new Social Ad goes out, we get a spike in calls,” he says.