Kleidaras Varvaridis

Social media management for Kleidaras Varvaridis locksmith company

A few words about Kleidaras Varvaridis

Kleidaras Varvaridis is a family business in the center of Thessaloniki that has been providing locksmith services since 2000.

In particular, the company undertakes the unlocking of a house or a car, the creation of keys and skeleton keys, and the installation of conventional or electric locks.

Furthermore, it has a wide variety of security products, such as armored locks, window locks, padlocks, grinders, and other related products.

Kleidaras Varvaridis offers its services 24 hours a day and serves the broader area of Thessaloniki and Central Macedonia. It has a website where it presents its services and products.

Digital marketing goals

Before the start of our cooperation, the client had no digital presence at all.

Wanting to reach a larger audience and be more easily accessible to potential clients, Kleidaras Varvaridis turned to W3Vitals.

The plan of our cooperation included the creation of a professional website and a Facebook page, along with the company’s promotion through Google and social media ads.

The objectives set were the following:

• building brand identity
• strengthening brand awareness
• approaching new customers
• increasing conversions

Below you may read the results of the digital marketing strategy we have implemented so far.

Challenge: How we create a successful digital marketing strategy for a locksmith company

Locksmiths are a profession with high demand throughout the year. They face high competition and have significantly low branding, while they use relatively outdated promotion methods.

For example, many locksmiths do not have their own logo or digital presence. In fact, they continue to promote their services through brochures or stickers.

The need for the majority of the services of a locksmith usually arises out of the blue. Today, the average user will search on Google to find the locksmith that can serve him as soon as possible. So, the company’s digital presence and promotion through Google ads are of vital importance.

On its part, social media presence can increase the company’s credibility and positively affect the buyer’s journey, especially when the selection of the locksmith concerns a big project such as the installation of security locks.

Market and competition research

First step in creating a successful digital marketing strategy is market and competition research.

In the context of our collaboration with Kleidaras Varvaridis, we conducted extensive research and found information about:

• the company’s comparative advantages and weak points
• a list of keywords used by the audience to find the services and products the company offers
• the company’s main competitors and the strategy they follow
• opportunities to increase conversions

That helped us get the full picture and draw a successful strategy.

Development of brand identity

As is the case with other locksmith companies, Kleidaras Varvaridis did not have a clear brand identity. So, we undertook the development of its brand identity by creating the company’s logo and business card.

Creation of social media accounts

To boost brand awareness, we created the company’s Facebook page and Google My Business profile.

Implementing SEO and storytelling techniques, our copywriter prepared the texts for the accounts, as well as some automatic responses to messages.

Creation of social media content

As this type of business is not suitable for frequent content posting, our proposal to the client foresaw a package of 20 posts for the entire year.

We distributed these posts over 12 months. In this way, we made sure to update the content of the social media accounts every few weeks. Furthermore, most of the posts became sponsored to boost brand awareness.

The content marketing manager of our team, in collaboration with the ad manager, prepared the annual social media calendar, which included the following types of content:

• presentation of services
• presentation of products
• tips on safety issues and proper use/selection of appropriate products
• branding content

Then, the copywriter prepared the copies of the posts, and the designer made the relevant graphic elements.

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Creation of targeted ad campaigns on social media

Based on the social media schedule, the ad manager created targeted social media ad campaigns aiming to increase brand awareness. We ran 15 social media ad campaigns, which had a total of 360,176 impressions and attracted 128,621 people.

Creation of targeted ad campaigns on Google

We ran two major ad campaigns for locksmith services and security locks on Google, targeting specific keywords and regions.

Our ad manager continuously monitored and optimized these campaigns to ensure the best possible results.

Over ten months, the Google ad campaigns brought the following results:

• In total, they appeared 64,256 times. The campaign for locksmith services had 44,804 impressions, while the one for security locks had 19,452.
• On average, they had a 5.73% click-through rate (CTR), with a benchmark for all industries at 1.91% CTR. The campaign for locksmith services had a 6.19% CTR, while the one for security locks had a 4.69% CTR.
• They had, on average, a 13.06% conversion rate (CR), with an industry benchmark of 4.4%. The campaign for locksmith services had 15.51% CR, while the one for security locks had a 5.59% CR.

Kleidaras Varvaridis – A digital marketing strategy that brings results

In the context of our cooperation with Kleidaras Varvaridis, we developed a strategy to increase brand awareness, website traffic, and conversions.

This strategy included the creation of original content aimed at specific buyer personas and the targeted use of advertisements.

Indicatively, we achieved the following:

Facebook page of Kleidaras Varvaridis

Google My Business of Kleidaras Varvaridis

Check our work on Facebook and Google My Business.