Inbound Marketing Case Study for Commercial Office Furniture Company
A commercial office furniture dealer in Denver, CO enlisted Huckleberry Branding to clarify its brand identity and help its business stand out among the competition. The full-service office furniture dealer provides office space planning, commercial office design, and office furniture brokerage services that are custom-tailored to each and every client, no matter the industry, size or budget.
The biggest challenges the company had to overcome included an inconsistent brand identity, unclear brand messaging, and an ineffective digital marketing strategy. The 25-year old company had built a quality reputation in its industry over the years, but it was losing business to bigger firms and a few new flashy up-and-comers encroaching on its market.
The company also had to stretch its marketing efforts among several distinct target audiences. The company’s goals included:
- Attracting new end users (those building new office spaces or renovating old spaces)
- Maintaining meaningful relationships with past and current clients, which accounted for 70% of the company’s business
- Building and maintaining relationships with key industry partners, including architects, interior designers, and commercial real estate brokers
The company had purchased Hubspot, a pricey inbound marketing software, yet was under-utilizing the platform and, therefore, not seeing any results.
Huckleberry Branding kicked the project off with a comprehensive inbound marketing audit and strategy, which included an in-depth analysis and recommendations on the company’s marketing platforms — its website, search presence, social media accounts, email marketing efforts, print marketing, ads and more. The strategy also included marketing systems set-up and account correction to prepare for Phase II of the project: the inbound marketing strategy implementation.
The collaborative aim with this project was to convert the company’s static website into a lead generation machine. To do this, the website was optimized in search engines, lead magnets were created to drive new email subscribers, and monthly blog writing, email marketing, social media marketing and media citation building efforts were activated.
Huckleberry Branding also re-assessed and enhanced the company’s visual brand and messaging to better align with its core values, design intent, and key differentiators. Deliverables included a new brand guide, business stationery, marketing materials, a bid book template, and key messaging documentation.
- Marketing Strategy
- Brand Development
- Search Engine Optimization
- Email Marketing
- Social Media Strategy
- Lead Magnet Creation & Promotion
As soon as the new marketing strategy was enacted, the company experienced growth in online impressions, leads and conversions month after month.
Website Visits from Organic Search
In 7 months (from Feb.-Oct. 2018), the company’s website traffic from organic SEO increased 167% from 215 to 574 visits from organic sources (not PPC ads) per month.
Huckleberry Branding created valuable lead magnets to drive more email subscribers to the company’s contact list. These lead magnets drive approx. 15 new leads per month for the sales team.
Sample lead magnet (“Free Office Layout Guide”) list growth below:
The company has also noted an increase in leads coming to their business as a result of its improved organic search presence and inbound sales leads.
We are definitely seeing more and more leads come in through Google thanks to you all! We even had someone walk into our space last week who said they just Googled us! They have an immediate furniture need which is the most important. And because we can work within any budget, even if it is a smaller account we always welcome that opportunity because more often than not we have account managers who need smaller projects.
— Business Development Director