Digital Marketing

Grow Your Online Presence

As technology has advanced and worked its way into our everyday lives, marketing disciplines have kept pace and evolved far beyond their traditional roots. Digital marketing has tremendous advantages; with the right data and people digital campaigns are highly trackable, targetable, affordable, and personal.

Does your current marketing campaign have a diverse blend of traditional and digital components? Do you know which digital marketing tactics would be best suited for your business goals? Do you have the right people in place to properly handle these complex and ever changing disciplines?

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Digital Marketing Service Elements

Social Media Marketing

Social Media Marketing

Email Marketing

Email Marketing

SEO & Local Search Optimization

SEO & Local Search Optimization

Online Reputation Management

Online Reputation Management

Pay Per Click (PPC)

Pay Per Click (PPC)

Display Advertising

Display Advertising

Retargeting

Retargeting

We provide a wide array of Digital Marketing and Advertising services to our clients. Our goal is to become a revenue center for your business, not an expense. Check out some of our case studies and get in touch with us.

Custom Cabinet Company Revamps Their Entire Digital Presence

Lafata Cabinets

Service Elements Highlighted

  • Business Process Auditing
  • Responsive Web Development
  • Design & Layout
  • Copywriting
  • Analytics & Reporting
  • Pay Per Click (PPC)
  • Online Reputation Management
  • SEO & Local Search Optimization
  • Email Marketing
  • Social Media Marketing
Local SEO Case Study

Get in touch with us to see how we can help you too.

Challenge

LaFata Cabinets is an old school custom cabinet maker based in Metro Detroit. Although their cabinet work is the best around, their website and online presence left a lot to be desired. When your business is making homes more beautiful, you need a way to showcase that work for others to see.

We were brought in to not only fix the website, but to really break down the entire business process and improve everything from lead collection and management, to email marketing, search engine optimization (SEO), PPC campaigns, social media management and more. When done well, all of these things work together to provide a more cohesive digital presence resulting in a better user experience and more revenue for the business.

 


 

Solution

Business Process Audit

When the goal of our client is to get more business in the door, everything starts with a business process audit. We know we can deliver more traffic, but too many businesses don't make the most of the traffic they have and the result is wasted opportunity. So our first step is to sit in a room with key stakeholders and sales people to determine how things are currently done, and to determine areas for improvement.

One of the key issues we identified is that due to the time-intensive nature of building custom cabinets, there were gaps in the post-sales process where customers didn't know the status on their cabinets. After the initial client contact comes scheduling home measurements, developing CAD drawings, getting client revisions, repeating the process until there is a final approval, and then the process of building these hand-crafted custom cabinets begins.

Email Marketing (Drip)

This entire process can take weeks, and although customers are told up front they get antsy and want to know where their cabinets are. This presents a customer support problem as clients burden staff with calls and emails, and it can leave a negative impression as well. Solving that issue was paramount, so we developed an automated Drip Marketing campaign based off of their entire sales -> delivery process.

We developed specific triggers in their process that would automatically send out email updates to customers so that they know exactly where their cabinets are in production. This allows the customer to relax and be happy in a normally stressful situation, while unburdening sales staff from answering the same questions over and over again. Then we put together a strategy for a promotional newsletter to keep their former and current customers engaged with the brand.

New Website - Fully Responsive and Better Organized

The next step was to look at that analytics data and determine how customers were using the site. This post-click analysis drives key structural decisions when determining how best to organize a website. Once we mapped out a proper site structure, we went to work on the sales copywriting to pay off the photography of the custom cabinets.

With the significant changes to the sales copy and the site navigation, we ensured that we were optimized well for search engines like Google and Bing. Proper SEO goes far beyond basic keyword research, and the results are far more visitors finding the site now - a 122% increase from the same period last year.

Finally, we developed a custom ideaboard on the new website that enabled users to save ideas from their website and send it to sales people on the floor. When a customer goes in to the showroom, the sales staff can pull up the customers ideaboard and see exactly what the customer has in mind and guide them through the sales process. This can save the salespeople an hour or more per customer!

PPC & Display Advertising

This client had been running a PPC campaign and some display advertising placements on autopilot for years. We took a look at the Analytics and were able to show them that they were wasting money on unprofitable campaigns. We shut down the display campaigns that were losing money, and we rebuilt a new PPC campaign that made use of the new landing pages, tighter geotargeting, better ad copy and a stronger bid strategy to bring in more converting traffic, for less money.

Social Media Management & The Art of Communication

Another area we worked on is managing the social media channels for the client. For a business that produces visually stunning cabinets for the home - Instagram, Pinterest and Houzz are all natural social media platforms to showcase the work and communicate with customers. Doing so requires more than just posting pictures, it's vital to know the client voice to be able to communicate effectively. When done well, this results in brand advocates who help you sell your products and services.

Finally, we worked with the client to develop packaging and promotional material for delivery with the end product. The process of remodelling a kitchen or bathroom can be a stressful one, and most people just want it to be over. What better gift with a new kitchen, than a new cutting board! So we designed packaging for a client-branded cutting board to be delivered at final install. That may seem like product placement (and it is), but it serves as a pleasant reminder that continues to indirectly communicate with the customer long after the sale has been made.

Ultimately, we ended up utilizing our entire spectrum of creative services to achieve amazing results!

 


Results

Digital Marketing case study results

The end result of the new website was a 122% increase in search engine traffic and a far higher conversion rate on that traffic. The new ideaboard also resulted in better communication with the customers and an easing of the workload on sales staff. Additionally, the revamped social media strategy lead to a 350% increase in their Facebook audience, a 427% increase in their social engagement. Finally, we were able to squeeze out an 80% improvement in their click through rate for promotional emails. This was a perfect example of a client that came to us with one perceived problem, and by the time we were done we identified the real issues and delivered massive improvements on every front. Get in touch with us to see how we can help you too.

Local Search Traffic Up 72% For 94 Retail Locations - Case Study

Belle Tire

Service Elements Highlighted

  • Usability Testing (UX)
  • Post Click Analysis
  • Analytics & Reporting
  • Online Reputation Management
  • SEO & Local Search Optimization

Challenge

Local SEO Case Study

Get in touch with us to see how we can help you too.

Boosting Local Search Visibility

Belle Tire, a major tire retailer and automotive repair shop with almost 100 locations across the midwest, was looking to improve the search engine rankings for their individual store locations and improve the conversion rates for the major actions on their website that they wanted users to take.

With Google showing fewer and fewer non-paid results for local search terms, there are a number of optimizations that are necessary for retail locations to rank for local search traffic. Standard Search Engine Optimization (SEO), while still important, is no longer enough to ensure the correct retail location is showing up for a local user search. And with google constantly adjusting their search algorithms, competition for the remaining spots is higher than ever.

 


 

Solution

Local SEO Audit

The first thing we did was perform an in-depth SEO audit on their website and a complete local search listing assessment for all store locations across Michigan, Ohio and Indiana.

If you've ever tried to manage online listings for this many retail locations after a long period of inactivity, you know that the local search information for every store will be inconsistent at best, and flat out wrong in most cases. There are a variety of reasons as to why this happens over time. Regardless of how it happened, our job was to clean up and optimize those listings across the internet.

The first step was to sit down with the team at Belle Tire and put together a plan for how these listings should look, and to get the specific details and images that were unique to each retail location. Since Google and Bing heavily rely on these 3rd party business listing and review websites to determine their local search rankings, it's vital to get this part right. Also, since we're dealing with review websites, there is a very important component of Online Reputation Management involved as well.

Beyond the off-page optimizations that are a key component of ranking high for local search results, it's crucial to ensure that you have specific pages for each store location that are optimized as well. This required a full-scale SEO audit and some adjustments to those retail location pages.

UX Testing

There were 3 major Key Performance Indicators (KPI's) that we tracked as goals on the website. Since this was not an eCommerce site, the goal is to get the customer in the door. You could make an appointment on the website, get a custom quote if you knew what tires/wheels you were looking to buy, and you could also sign up to their email list and receive a coupon.

With those goals in mind, we properly configured their Analytics and set about tracking the flow of traffic through the website and monitoring the data. Although there wasn't a budget to rebuild the website, we were able to work with their team to implement some key changes based on our Usability Testing and Post Click Analysis.

Now that we had our Local SEO plan in place to get more traffic to the website and our on-page optimizations in place from our Usability Testing, we were able to reap the rewards in the form of more traffic to the site and more customers in the door.

 


 

Results

Local SEO case study results

The end result was a consistent presence across the countless business listing and review websites online, an airtight plan to deal with reviews, more traffic to the retail store pages and more customers coming through the door. Get in touch with us to see how we can help you too.

Testimonials
Having a knowledgeable digital marketing agency that I can rely on is paramount for my practice. As a doctor and plastic surgeon I understand the value in consulting with the best minds in their respective fields. The awesome people at Hunch Free are my trusted digital marketing partners and have helped expand my business's online presence. From day-one, they’ve worked to gain a complete understanding of my practice and developed an effective digital marketing strategy to improve its online visibility.
~Michael H. Freedland M.D.
Dr. Freedland
Working with the team at Hunch Free was a great way to increase organic searches on our website and drive conversion rates upward. We were surprised to see how the recommendations they offered made such a large impact in user experience and more hits on the site. What we like the most was the knowledge they brought to the table in all aspects of web design and development and their ability to enhance our existing software designs.
~Matt Babko, Director of Information Technology
Fairmont Supply

I most certainly would recommend Hunch Free for anyone who is in marketing and looking for a social media company to help them develop their social media presence, develop their marketing presence. If you’re looking for someone who is creative, does a great job creating atmosphere, conversations, and buzz. If you’re looking for a company that does a fantastic job of reporting those results so you can actually physically see the progress your making…and if you’re looking for that kind of company, I would recommend Hunch Free.

At Eastern Michigan University, Hunch Free has done an exceptional job promoting our services, our events, our activities, our programs and that has lead to, in part, with a number of other promotions in marketing and advertisements, has lead to a tremendous measurable success. I would most certainly recommend Hunch Free to anyone who asked.

Watch EMU video testimonial

~Theodore G. Coutilish, Associate Vice President
Eastern Michigan University
Hunch Free is not just your ordinary marketing firm. They are a balance of artists & scientists who have the utmost creative vision. They take on every project as if it was their own & the results are remarkable. It is hard to find a partner whom you can trust & rely on to come through on everything that they say.
~Chintan Pathak, VP of Marketing
Marketplace Homes
Hunch Free took the time to get to know who we are and what is important to us.  They have our “voice” and are part of our team.  It’s reassuring to know that our social media channels are being handled by experts.
~Carri Hammers, Communications Coordinator & Summer Program Director
The Roeper School

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