We launched digital marketing for a kitchen and furniture manufacturer, increasing the number of leads 8 times while cutting CPL in half

In June 2019, the Client approached us with the goal of launching a full-scale digital marketing strategy from scratch. The main challenge was that the Client was a new player in the highly competitive U.S. market.

After just three years of working together, the number of leads from paid sources grew more than 8 times, while CPL was cut in half.

ABOUT THE COMPANY

Marfa Cabinets — is an American furniture manufacturer specializing in high-quality, stylish solutions for kitchens, bathrooms, and custom cabinetry.

SERVICES

PPC ads

Search Engine Marketing
Dynamic remarketing
Google shopping campaigns
Social media PPC

Email marketing

Email collection
Regular mailing
Email automation
Triggered emails
Email deliverability audit
Viber mailing

Marketing director

Сompetitor audit
Marketing audit
Web analytics
End-to-end analytics and Bi

Tools:

Google Ads · Facebook Ads · Google Analytics · Google Looker Studio · HubSpot CRM · Pinterest Ads · Houzz ads · Youtube ads · Instagram ads ·

TASKS

Our task was to implement a full-scale digital marketing strategy from the ground up for a new player in the market: from competitor and market analysis to developing and executing a strategy across all digital marketing channels.

FEATURES AND CHALLENGES

Highly competitive U.S. market, where the Client is a new player
Limited budget and strict CPA targets
Long production cycle, taking several weeks
Limited effectiveness of search ads due to local user behavior
The need to set up end-to-end analytics to track ad and creative conversions, as well as overall conversion rates at each step:
- Conversion rate of form submissions for design estimates,
- Conversion rate of each manager handling the orders,
- Conversion rate for final order submission to production
- And the realized profit, a few months after the furniture installation.

SOLUTIONS

Since the Client was a new player in the U.S. market, we decided to start with a detailed market and competitor analysis. We closely examined both paid and organic activities of competitors, compiled a list of their USPs and offers they used to compete amongst, and assessed the distribution of traffic sources and channels.

After developing the advertising strategy, we decided to focus our main efforts on Facebook advertising and marketing automation (email, triggers, SMS, and CRM automation) to actively move leads through the funnel.

Testing Facebook ad strategies, leveraging HubSpot CRM (email and phone automations), broadcasting the Client’s offers across all available user channels, and optimizing landing pages (testing lead forms, giveaways and email collection mechanics, pop-ups, automated chat flows in HubSpot, etc.) along with testing lead magnets, allowed us to build a digital marketing system that began generating completed deals from scratch.

Examples of Facebook ads

Next, we scaled the campaigns, optimized lead costs, and tested additional traffic sources and strategies.

Additional mechanics

RESULTS

We worked with the Client for just over 3 years, continuously improving the results. By the end of third year, we increased the number of leads by 59% while reducing the CPA by 41% compared to the second year.

Over the course of 3 years, the number of leads from paid sources grew more than 8x, and the cost per lead was cut in half.