For Conservatory Craftsmen, inbound marketing pays off.

Conservatory Craftsmen www.conservatorycraftsmen.com designs and builds custom conservatories, greenhouses, pool enclosures and commercial atriums. They've been an industry leader for over 20 years.

The business was having difficulty finding and qualifying leads that led to closed business. The owner and master craftsmen were spending too much time following up leads from unreliable sources, leading to a loss of time and mounting frustration.

Searching for a marketing partner who could get things back on track, President Jim Hewitt turned to White Space Marketing Group.

We created a digital inbound marketing strategy to support
their sales process, qualify more and better leads, gain more web
exposure and close more business.

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Components of this project:

  • Redesigned and SEO-optimized luxury market website 
  • Implement social media strategy, programming and scheduling
  • Implemented inbound marketing campaigns to targeted markets including content, email marketing, lead nurturing
  • Developed and managed robust PPC program
  • Content Marketing: blogs, website content, newsletter, publicity and outreach

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Key Results

110% increase
in site visits this year
2015 Houzz
Award Winner in Design

35% Increase
in qualified leads

Challenges

In addition to difficulties finding and qualifying high quality leads that are so critical for closing business, this mid-sized family owned company was missing opportunities to leverage the business via social channels, and lacked brand visibility in the home category.

Key Challenges:

  1. Outdated website did not position the business as a luxury service provider
  2. Pipeline of qualified leads was poor and costly; web traffic was anemic
  3. Creating a brand identity for niche B2B and B2C markets
  4. Working with a constrained budget

Solution

Our main objective was to help the owner with lead generation through inbound marketing strategies. We began with a recommendation to update the site and install inbound marketing tools to generate leads.

Here’s what that looked like:

  1. Website Optimization - The complete redesign of the website allowed Conservatory Craftsmen to showcase their handcrafted products and educate the consumer with relevant content. We helped Conservatory Craftsmen get a 50% increase in web traffic through design and search engine optimization.

  2. Content Marketing - We created a content strategy to promote thought leadership and gain a foothold in the industry. To ignite content on the social web, we strategically leveraged social media channels, generating increased website traffic and consumer reach.

  3. Social Media Development - Our social media program drove web traffic to the site while keeping in mind the buyer journey, resulting in higher quality conversions. Focus on niche sites like Houzz (Best of Houzz 2015 Award in Design) brought their luxury brand to the right audiences.

  4. Targeted Marketing Campaigns - We defined the consumer and commercial groups that Conservatory Craftsmen wanted to engage and designed an inbound strategy to build awareness and reach. 

Results

After partnering with White Space on an inbound marketing program, a upgraded website, and installed lead generation processes, Conservatory Craftsmen was back on track, with increases in traffic, quality leads and best of all, closed business. Following success with the basic program, the assignment expanded to include content development, lead-nurturing programs, pay-per-click, newsletters, and social media. 

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Jim Hewitt of Conservatory Craftsmen

There is only one person that can get your web page looking stunning, and expand your exposure in the market. I am serious on this point. Ilene Rosenthal of White Space marketing knows how complex our product is to sell. She has me on twitter, fb, G+ 3, 4 times a day. She has helped us win Best of Houzz 2015 and used it to further our marketing efforts. When they see us on Houzz, they go to our website, she makes sure of that. When you send her an email with a question, you get a response within minutes. Brains, service and a great attitude.

Jim Hewitt
President
Conservatory Craftsmen, Inc.

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