Project Summary and Client Background
As a local business that relies significantly on web traffic to build brand awareness, Kitchen & Bath Center needed a boost to their online visibility. Bit-Wizards implemented content marketing, to include blogs, eBooks, and landing pages, to facilitate their traffic growth and ultimately increase their leads and customers.
The Challenge
Kitchen and Bath Center is a home improvement retailer with five stores located along the Florida and Alabama Gulf Coast. In 2018, they recognized that to grow their business they needed to build brand awareness online. As a long-time customer they naturally turned to the Bit-Wizards team to help build a plan to drive awareness and ultimately new business.
The Solution
Using Blogs to Drive Online Traffic
The Bit-Wizards Digital Marketing team began working with Kitchen & Bath Center by starting with a new website and a long-term digital marketing plan to include regular content creation, which would play a considerable role in building authority with search engines.
Keyword research laid the foundation for choosing the right content focused on the areas Kitchen and Bath Center needed to appear in searches so potential customers would find them online. Then the team created monthly blogs around those topics.
In 2018, Kitchen & Bath Center had roughly 11,400 web sessions. This focus on content marketing achieved a 170% traffic increase in 2019, with more than 30,700 web sessions. As of June of 2020, Kitchen and Bath Center has reached 42,900—more than the previous two years combined. This long-term strategy paid off as blogs drastically increased traffic overall. Below is a graph of how much of this traffic consisted of traffic to their blogs.
The Result
Increase Local Online Traffic
While high traffic is useful for increasing brand authority on search engines, driving traffic from the Mobile-Northwest Florida area is particularly crucial since Kitchen and Bath Center is a local business. By focusing on relevant local content and optimizing their Google My Business pages, Bit-Wizards was able to attract users primarily from the local metropolitan area. In 2019, there were 4,215 sessions from local visitors; for 2020, projections are roughly 5,500.
Capturing Leads with eBooks and Landing Pages
Having a robust contact database is also essential for building strong client relationships. To grow additional traffic and convert some of that traffic into leads, the teams collaborated to create a unique campaign with an eBook called Minor Upgrades with a Major Impact.
This campaign included a corresponding landing page to gather form submissions, and it was promoted over social media, gathering 2,754 unique views. Out of those, 120 new contacts were gained via form submissions for a conversion rate of 4.4%, surpassing the 3% average for home improvement landing pages. This eBook won a local and district Silver ADDY Award for its design and implementation.