In the construction industry, the job moves at the speed of your equipment. Turning a profit can be hard when faced with smaller budgets, tighter margins and less time to train. The industry relies on companies like United Rentals for reliable equipment, affordable solutions and personal face-to-face interaction with trusted branch representatives. However, United Rentals needed to find a way to help branch reps keep pace with an evolving industry and stay top of mind with their well-established customer base. We needed to bring a traditional customer service industry into the digital age. We set out to help United Rentals leverage data insights and technology to keep customers equipped, empowered and engaged on the jobsite and with the brand. The three Discoverability teams — Organic Search, Paid Search and Performance Content — partnered to create powerful, data-driven search campaigns and digital content in order to drive visibility, traffic and conversions for United Rentals. The Teams: Organic Search aims to earn maximum visibility in search results for United Rentals. By optimizing United Rentals’ portfolio of owned, earned and influenced digital assets, organic search can capture search engine real estate everywhere the UR audience searches online - no matter why, where or how they search. Paid Search is a cost-efficient advertising model to generate relevant site traffic by meeting searcher demand. We are strategically present when and where United Rentals customers are, to fulfill their needs. We deliver the right message to the right customer at the right time for the right price. Performance Content creates data-driven digital content that drives visibility, conversions and other measurable results for United Rentals. We own ecommerce content development, and also help create search-driven website copy, paid search ad copy and any digital content that drives action and solve United Rentals’ business challenges.
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