Driving Sales and Brand Awareness through Strategic Digital Marketing Techniques
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About DuraCrafts Furniture

DuraCrafts Furniture is a new, high-quality furniture brand that specializes in offering premium, handcrafted pieces for modern homes. Based in Melbourne, the company prides itself on providing durable, stylish furniture that combines comfort with sophistication. With a sole physical location, DuraCrafts Furniture faced significant challenges in marketing its products and reaching potential customers effectively. This case study highlights how DuraCrafts Furniture overcome its challenges through a tailored digital marketing strategies, focusing on increasing online visibility, driving sales, and building customer trust in a competitive market.

Objectives

The primary objectives for Duracrafts Furniture were:

  • Increase online visibility to ensure DuraCrafts Furniture ranks for key furniture-related keywords.
  • Improve search engine rankings to appear at the top of search results for quality furniture.
  • Drive organic traffic to the website, reaching a larger audience of potential customers.
  • Convert organic website traffic into buyers by optimizing the website’s user experience.
  • Optimize on-page SEO elements, including target keywords, meta tags, and image alt texts.

Challenges We Confront

challenges
  • New Website with No SEO Optimization
  • DuraCrafts Furniture started with a brand-new website, with no existing SEO efforts in place. This meant there was no organic traffic, rankings, or domain authority.
  • Zero Traffic and Rankings
  • As a new business, the website had no online presence, which made it challenging to stand out in a highly competitive furniture market.
  • Low Domain Authority
  • Without backlinks or established credibility, the brand lacked authority, which negatively impacted its ability to rank higher on search engines.

Solutions

Competitor Research:

Competitor Research: We conducted in-depth competitor research to analyze successful strategies used by similar brands. By identifying gaps in their SEO efforts, we developed a strategy to outperform them.

Keyword Mapping:

Keyword Mapping: We meticulously mapped long-tail, high-volume, and low-difficulty keywords that aligned with each page’s purpose and the search intent of customers. These keywords were strategically placed across product pages, category pages, and blog content to attract relevant traffic.

On-Page SEO Optimization:

On-Page SEO Optimization: To ensure that DuraCrafts Furniture’s pages were fully optimized, we adjusted meta tags, titles, H1 tags, and alt text for images. This provided a clear signal to search engines about the relevance of the content.

Backlink Building:

Backlink Building: We implemented a backlink strategy, targeting high-authority sites for link-building opportunities. This significantly boosted the brand’s domain authority, signaling to search engines that DuraCrafts Furniture was a credible source.

Local SEO Strategy:

Local SEO Strategy: Given that DuraCrafts Furniture operates in Australia, we focused on local SEO. This included optimizing for location-based searches and claiming and optimizing the Google My Business (GMB) profile.

Content Strategy:

Content Strategy: We published relevant, high-quality content such as blog posts, product descriptions, and guides that catered to the target audience’s search intent. This helped improve organic rankings and build trust with potential customers.

Results

400 clicks/month
400 clicks/month

Website traffic surged from zero to 400 clicks per month within two months.

27,000 impressions/month
27,000 impressions/month

Impressions grew from zero to 27,000 per month, indicating increased content visibility.

Domain Authority 10
Domain Authority 10

Domain authority increased from zero to 10, improving search engine rankings.

Top 15-20 rankings
Top 15-20 rankings

Improved keyword rankings, moving from no rankings to top 15-20 positions, enhancing visibility.

Objectives

The primary objectives for Duracrafts Furniture were:

  • Increase sales through targeted Google Ads campaigns.
  • Optimize conversion tracking for accurate data and better campaign performance.
  • Improve audience engagement to boost return on ad spend (ROAS).
  • Strengthen brand awareness and trust by showcasing product quality and craftsmanship.

Challenges We Faced

challenges
  • Low Sales and Poor Ad Performance
  • Initially, the Google Ads account was misconfigured, which led to low-quality conversions and poor sales performance.
  • Incorrect Conversion Tracking
  • The absence of accurate conversion tracking resulted in poor data, which made it difficult to optimize campaigns and gauge success.
  • Audience Engagement Issues
  • The lack of effective engagement with audiences meant that potential customers weren’t connecting with the ads, leading to fewer conversions and a lower return on ad spend (ROAS).

Solutions

Competitor Research:

Account Restructuring: We restructured the Google Ads account by organizing campaigns based on product categories, geographical areas, and customer intent. This helped us fine-tune targeting and maximize ad effectiveness.

Keyword Mapping:

Conversion Tracking Optimization: Proper conversion tracking was set up to monitor key actions such as purchases, form submissions, and phone calls. This enabled data-driven optimization and better decision-making.

On-Page SEO Optimization:

Improved Ad Creatives: We updated ad creatives to make them more visually appealing and aligned with the brand’s identity. The ads now showcased real product images and promoted the brand’s unique selling points, such as high-quality materials and craftsmanship.

Backlink Building:

Backlink Building: We implemented a backlink strategy, targeting high-authority sites for link-building opportunities. This significantly boosted the brand’s domain authority, signaling to search engines that DuraCrafts Furniture was a credible source.

Local SEO Strategy:

Refined Targeting: The targeting strategy was revamped to focus on customers who were actively searching for furniture in Melbourne. We also targeted users who had shown interest in similar products, creating custom audiences that were more likely to convert.

Content Strategy:

Optimized Campaign Settings: We adjusted campaign settings to ensure ads were shown at the right time of day, targeting the optimal audience, and using bidding strategies that maximized return on investment.

Results

400 clicks/month
5X ROAS

The Google Ads campaign delivered a remarkable 5X return on ad spend, substantially improving profitability for the brand.

27,000 impressions/month
200% Increase in Sales

Sales doubled after implementing optimized targeting and refined campaign settings, driving higher conversion rates.

Domain Authority 10
Increased Sales and Conversions

With accurate data, optimized campaigns, and enhanced targeting, DuraCrafts Furniture experienced a significant uptick in sales and conversion rates.

Top 15-20 rankings
Brand Awareness and Trust

The Google Ads strategy effectively built brand awareness, increased trust among potential customers, and highlighted quality and craftsmanship.

Objectives

The primary objectives for Duracrafts Furniture were:

  • Meta Ads were used to spread awareness about DuraCrafts Furniture’s products, showcasing the authenticity, craftsmanship, and value of the brand.
  • Ads on Facebook and Instagram were designed to attract users to the website and encourage them to make purchases.
  • Location-based ads were used to drive traffic to DuraCrafts Furniture’s physical store, promoting exclusive in-store offers and events to encourage visits.

Challenges

challenges
  • New Brand in a Competitive Market
  • As a new entrant in the furniture market, DuraCrafts Furniture had to compete against established brands with larger budgets and better brand recognition.
  • Limited Physical Store Visits
  • With a single location, the brand struggled to generate foot traffic and get local customers to visit the store.
  • High-Value Furniture Products
  • Furniture is a high-value purchase, and many customers were hesitant to make a decision without experiencing the products firsthand.

Solutions

Competitor Research:

Awareness Campaigns: We ran awareness campaigns to generate traffic on the website and social media profiles. These campaigns targeted potential customers interested in premium-quality furniture and promoted the unique aspects of the brand, such as craftsmanship and style.

Keyword Mapping:

Physical Location Ads: We ran ads targeting users near the store, offering special discounts to drive foot traffic. Additionally, we used offline marketing such as flyers to further promote the in-store experience.

On-Page SEO Optimization:

CBO & ABO Campaigns: We tested multiple audience segments using both Campaign Budget Optimization (CBO) and Ad Set Budget Optimization (ABO) to determine the most responsive audience. The campaigns focused on the best-selling products to attract more conversions.

Backlink Building:

Seasonal and Promotional Offers: We launched limited-time promotions such as Summer Sales, Black Friday Sales, and other seasonal offers. These generated excitement and urgency among customers, boosting both online and offline sales.

Local SEO Strategy:

Video Ads for Trust Building: To establish credibility, we created video ads showing the physical store, product demonstrations, and the brand’s commitment to quality. These videos reassured potential customers that DuraCrafts Furniture offered high-quality, durable furniture made in Australia.

Content Strategy:

Optimized Campaign Settings: We adjusted campaign settings to ensure ads were shown at the right time of day, targeting the optimal audience, and using bidding strategies that maximized return on investment.

Results

400 clicks/month
Brand Visibility

Through Facebook and Instagram ads, DuraCrafts Furniture gained significant visibility, with increased social media engagement and brand recognition.

27,000 impressions/month
Increased Foot Traffic

The combination of location-based ads and in-store promotions resulted in a noticeable increase in physical store visits.

Domain Authority 10
Sales Growth

The ads drive traffic to the website, converting more visitors into buyers, and contributing to a higher conversion rate and overall sales growth.

Top 15-20 rankings
Trust and Customer Confidence

With the video ads and authentic content, customers felt more confident purchasing furniture online, knowing they were dealing with a reputable brand.

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