STRATEGY
At Skigital, we know the importance of a strategic marketing plan.
SEO
Having a website is important and equally important is getting people to the website.
DESIGN
Make sure those first few seconds make a huge impact with great design.
BRANDING
We find out the key components of your business and translate that into sales.
SOCIAL
Think of social media sites as electronic word of mouth that allows users to feel connected.
CONTENT
Create and share valuable content to attract and convert prospects into customers.
STRATEGY
At Skigital, we know the importance of a strategic marketing plan.
SEO
Having a website is important and equally important is getting people to the website.
DESIGN
Make sure those first few seconds make a huge impact with great design.
BRANDING
We find out the key components of your business and translate that into sales.
SOCIAL
Think of social media sites as electronic word of mouth that allows users to feel connected.
CONTENT
Create and share valuable content to attract and convert prospects into customers.
Hannum’s Harley-Davidson
PAID SEARCH AND PAID SOCIAL CASE STUDY
Overview
Hannum's Harley-Davidson has been a family-owned and operated business since 1954. With six dealership locations–five in Pennsylvania in Media, Chadds Ford, Lancaster, Sellersville, Scranton, and one in Rahway, New Jersey—family values are at the heart of Hannum’s brand.
Objectives
Hannum’s Harley-Davidson, a well-respected name in the motorcycle community, sought to enhance its digital marketing efforts through a cohesive strategy that aligns with its family values and community focus.
Hannum’s primary short-term goals included developing an organized marketing strategy across all locations, increasing social media following, producing short videos, and expanding lead generation through various channels such as website traffic, paid ads, user-generated content, organic social media, and referrals.
Process
The Skigital team employed a two-pronged approach, leveraging paid social and paid search tactics to meet Hannum’s objectives.
Paid Social
In terms of paid social, the team conducted regular visits to all six locations to produce engaging short-form videos tailored for both paid and organic social media. The content aimed to resonate with the Harley community and new riders, focusing on human-centric storytelling and interactive Q&A formats. We use organic social media as a top-of-funnel approach to spread awareness and paid social media as a top-to-middle-of-funnel approach to engage users in the consideration phase of purchasing. Geographic regions with high potential were identified for more precise audience targeting, leading to a remarkable average of 81% increase in website clicks and an average 40% reduction in cost per click (CPC) over the six locations in six months.
Paid Search
We utilized paid search for middle-to-bottom-of-funnel marketing campaigns. Using exact match keywords relevant to each location, we drove traffic to the new inventory pages on the website for users who are already aware of the brand and interested in making a purchase. Through optimizing keyword strategy month over month and utilizing the geographic regions of opportunity identified in their dealer territory, we consistently saw improvements month over month.
Six-month results over the six locations averaged an +804% increase in impressions, a +288% increase in clicks, and a -706% decrease in cost per click, driving traffic to the site cost-effectively. We also increased on-site conversions from Google Ads by +7067.7%. Conversion tracking was set up through Google Tag Manager and tracked booking a test ride, requesting bike details, scheduling a service appointment, calculating trade-in value, viewing the new inventory page, and calls.
Conclusion
The Skigital team identified paid search and paid social media as key drivers of website traffic over a six-month time span. By addressing each phase of the customer journey—awareness, consideration, purchase, and retention—the omnichannel approach not only met but exceeded expectations, solidifying Hannum’s position as a leader in the motorcycle retail market. This case study highlights the importance of a well-coordinated digital marketing strategy in driving business growth and community engagement.
