Small Business Marketing - Affordable Granite Concepts Case Study
Natural Stone Fabricator Partners with Local Growth Agency
Affordable Granite Concepts, a premier natural stone installer and fabricator, was looking to improve its reach in the Central Florida market. They wanted to partner with a small business marketing company that knew their needs and could help them grow. Next Horizon became that partner and the results speak for themselves.
Project Highlights
- 319 Conversion-Level Events
- 1,173,516 Impressions and 6,416 Clicks
- Average Google Review of 4.9 Stars
Services Provided
Facebook Ads
Google Ads
Social Media Management
Reporting
Website Design
The Client
Affordable Granite Concepts is located in Altamonte Springs in the heart of Central Florida. With their 12,000 square-foot showroom and over 15 years of expertise in the natural stone installation industry, they are uniquely situated to provide the highest quality granite to their market. Even as a locally owned business, owner Walter Pianta travels to Brazil regularly in search of the finest granite and natural stone. They are one of the top natural and engineered stone manufacturers along the I-4 Corridor.
The Challenge
Already a leading granite installation and fabrication company, Affordable Granite Concepts was looking to increase its awareness and its market share. The Central Florida granite industry is highly competitive, so they knew that they would need the experience of a marketing company that knew how to attract the right audience quickly and efficiently. While there was some digital presence prior, we knew that we needed to work from the ground up when it came to digital marketing tactics and platform foundations.
The Solution
Doing our market analysis, we noticed that the I4 Corridor was saturated with quality granite and natural stone fabricators. In order to grab more market share, we would need to come up with strategies that were both highly targeted and that impacted the way consumers thought about the brand.
Utilizing both passive and active marketing channels, we executed a content strategy that branded Affordable Granite Concepts as leaders and experts in the industry. We built a new, SEO optimized and ADA-compliant website, executed a myriad of search and social advertising campaigns and built out messaging themes executed through blogs and social posts. As reviews are highly important to the success of a natural stone fabricator, we managed those as well leading to an average review of 4.9 stars. The foundation was set to methodically draw more awareness and customers over the coming year.
The Results
As soon as we launched their campaign, the pandemic began shaping the world around us. We pivoted to focus on even more small business marketing tactics to keep their brand relevant incorporating more sales in their day-to-day messaging and relying more on content strategy to keep potential customers aware of Affordable Granite Concepts’ expertise.
While there were challenges, we are pleased to show that numbers never slipped and events increased by 30% from the 6-month point on. The click-through rates on search and social campaigns were roughly 50% higher than the industry average. The average google reviews were 4.9 stars and we reached over 200,000 people with a minimum frequency of 5 touchpoints per person. As one of our goals was to increase brand engagement on social platforms, we saw over half a million post engagements across all platforms. We are currently discussing additional services with the client and are in the middle of executing our strategy for year 2.
Project Highlights
- 319 Conversion-Level Events
- 1,173,516 Impressions and 6,416 Clicks
- Average Google Review of 4.9 Stars
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