CASE STUDY

Italian Marble & Granite’s Digital Revamp

Company Overview

Italian Marble & Granite was founded in 1984 by Patrick DiLisio in Buffalo, New York. It started as a small family business and has grown into a leading supplier of high-quality stone surfaces. The company offers many stone materials; customers can see these products in their large indoor warehouse. 

Italian Marble & Granite helps customers understand each stone’s unique qualities. They’re known for getting special stone materials worldwide, including custom cuts from places like Greece. Italian Marble & Granite serves homeowners looking for luxury additions and business clients like builders and showrooms. 

Their focus on quality and customer service has kept them at the top of their industry for over 40 years.

Italian Marble & Granite Marketing Challenges

Italian Marble & Granite faced several key marketing challenges as it sought to expand and modernize its operations:

  • Broadening Market Focus: Transitioning from a boutique operation to serving a wider market required new strategies to stay relevant and competitive.
  • Increasing Foot Traffic: To keep the business afloat, the company needed to attract more foot traffic to its physical location, both for physical purchases and visits to its showroom.
  • Digital Marketing Frustrations: Previous marketing efforts, like TV ads, did not clearly show returns, leading to dissatisfaction with traditional marketing.
  • Website Issues: Their redesigned website was incomplete and not working well, especially on mobile devices, affecting their online visibility.
  • Social Media Plateau: Despite a strong following, social media engagement was stagnant, and it was hard to convert followers into customers.
  • Lack of Quality Retail Leads: Italian Marble and Granite was getting leads, but they were not from the ideal target audience with the right budget for the quality of materials and services they provide.
  • Demand for Measurable ROI: Better tracking was needed to connect marketing efforts directly to business results, ensuring clearer accountability and effectiveness.

Industry

Kitchen & Bath and Stone Industry

Services Performed

  • Granite & Marble Website Maintenance and Updates
  • Website Accessibility Enhancements for Kitchen & Bath Retailers
  • Targeted Google Ads Campaigns for Luxury Stone Distributors
  • Customized Social Media Advertising for Granite and Marble Surfaces
  • SEO Strategies for Enhanced Online Visibility in the Stone and Bath Industry
  • Precision Tracking for Stone and Kitchen & Bath Client Engagement

6.35%

Average CTR

100%

Form Submissions

332%

Conversions

100%

Calls

Our Solution and Strategy

To tackle their challenges, we shifted Italian Marble & Granite’s marketing from traditional to digital-focused strategies. This started with a complete redesign of their website to make it more user-friendly and mobile-responsive, enhancing access with tools like Accessibe for better user engagement. 

We also boosted their online visibility by improving their search engine optimization, ensuring they appear more prominently in search results. In our advertising efforts, we honed in on precise customer targeting through managed Google and Facebook/Instagram ads.

We crafted specific ads that highlighted what makes Italian Marble & Granite unique, backed by detailed keyword research and continual adjustments to ad placements and bids. This approach helped lower costs while increasing the relevance of the ads to the audience.

To track the effectiveness of these campaigns, we set up detailed call and form tracking systems. These systems allow us to adjust our strategies based on customer responses in real time.

The results from May to September were clear: a CTR of 6.35% and a conversion rate of 18.82%, both of which are exceptional figures demonstrating the success of our approach. The business also recorded a 100% increase in form submissions, calls, and Facebook Ad clicks, all within our engagement period with them.

Not only did we see a 10% reduction in cost per click, but conversions also increased by 332%. This overcame the initial challenges and positioned Italian Marble & Granite for continued growth and success in a competitive market.

Ready to Grow Your Stone Business? Let’s Make It Happen

Italian Marble & Granite improved their marketing with our targeted digital strategies—now it’s your turn. Whether you need more showroom traffic, higher-quality leads, or measurable results from your marketing efforts, we can help you. 

Contact us today for a free consultation and see how we can drive growth for your business.