Glass and Stainless
An integrated digital marketing campaign
Leading suppliers in their sector, Glass and Stainless’ two dedicated divisions provide glass and steel products for both commercial and residential customers. Combining premium quality products with extensive technical knowledge and excellent customer service, Glass and Stainless pride themselves on being able to design, develop, deliver and fit to specification.
Delivering a Return On Investment (ROI)
Glass and Stainless came to Ultimate ready to launch a brand new e-commerce website, targeting both tradespeople and residential home owners. Prior to the site going live, they wanted us to develop a comprehensive strategy to kick-start their online presence.
With Glass and Stainless, our top priority has been delivering a quick ROI to get the site off the ground. To do this, we needed to target the right audiences with the right search terms. Additionally, we wanted to ensure this audience clicked through to Glass and Stainless’ website rather than one of their more established competitors.
Building Up An Authoritative Online Presence
In developing our online strategy for Glass and Stainless, we focused primarily upon keywords. Identifying what the target audience type into a search engine, such as Google or Bing, was crucial for ensuring that we provided visitors with the most relevant information and page links.
Glass and Stainless’ keyword strategy predominantly focused on fairly generic researcher phrases, as opposed to specific product names. This ensured that the residential home owner could browse the website whilst the navigation allowed them to find the most relevant products for them. Some keywords were also drawn from competitor campaigns, ensuring that Glass and Stainless could effectively challenge business’ with more established websites.
Within the SEO campaign, we were able to significantly boost the site’s visibility by publishing regular relevant blog material, based upon the search strategy and user behaviour. Using SEO best practice techniques, we crafted articles that provided visitors with product advice, as well as company news and industry updates. Links within these blogs encouraged visitors to explore other areas of the site, viewing in more detail the products discussed and ultimately, making a purchase.
For Glass and Stainless’ PPC campaign, it is crucial that we demonstrated a method of gaining high quality, converting traffic, to demonstrate a strong return on investment. We actively manage this campaign to ensure that we are promoting the best performing keywords.
Throughout all of our campaigns, we have continuously evaluated the success of content, adverts, backlinks and even specific keywords. Digital marketing is a gradual process in which constant evaluation is necessary to ensure that the highest quality traffic is being delivered and converted.
The Facts & Figures
Traffic growth in the first 6 months
Increase in Page Views
Growth in new Users visiting the website
“Since working with Ultimate we have seen a continuous rise in our keyword rankings, with more and more of our competitive terms appearing in the top few pages of Google search results. The strong PPC campaign has notably increased the number of phone calls we’re getting, ultimately driving sales.”