Firenza stone - Elevating Countertop Marketing From Stone Foundations to Digital Conversions

Unearthing the Bedrock: Firenza Stone's Legacy

Firenza Stone, a fourth-generation family-owned business, has a rich history rooted in the province of Molise, Italy. Today, it stands as a leading home improvement brand in Eastlake, Ohio, offering a luxurious range of granite, marble, and engineered stone for countertops, flooring, cabinetry, and more.

Firenza Stone’s commitment to excellence is reflected not only in the materials they use but also in the service provided by their talented team. Their expertise in cutting, carving, and polishing stone surfaces has allowed them to create stunning renovations and remodels for their customers.

Crafting the Blueprint: Milia Marketing's Strategic Approach

When Firenza Stone approached Milia Marketing, they were looking for a partner who could take their digital marketing to the next level. As a kitchen and bath marketing agency, we knew we had the expertise to deliver.

We started by performing a thorough analysis and research of Firenza Stone’s industry. Based on our findings, we developed a professional-looking website to replace their old site. We ensured that the new site was highly responsive, easy-to-navigate, and fast.

Our onboarding process is designed to ensure we have a deep understanding of your business, your goals, and your audience:

Defining Objectives: We start by defining your business and marketing objectives. What do you want to achieve? Whether it's increasing leads, boosting sales, or enhancing brand awareness, we'll ensure our strategy aligns with your goals.
Audience Identification: Determining your ideal audience is crucial. We'll work with you to identify who they are, what they want, and how best to reach them.
Setting Expectations: Clear communication is key. We'll set expectations and timelines right from the start, ensuring you know exactly what to expect and when.
Information Gathering: We'll gather account access and ask you to fill out our detailed questionnaires. This ensures we have all the documented information we need to craft a strategy that's tailored to your business.

Once we have a clear understanding of your business and goals, we move on to the implementation phase:

Research & Buyer Persona Creation: We'll conduct in-depth research to create detailed buyer personas. This helps us understand your audience's needs, preferences, and pain points, ensuring our strategy speaks directly to them.
Competitor and Account Audit:We'll conduct a thorough audit of your competitors and your accounts. This gives us insights into what's working, what's not, and where there are opportunities for growth.
Account & Asset Creation: Based on our research and audits, we'll create or optimize accounts and assets to ensure they're set up for success.
Tracking & Pixels Setup: We'll set up any necessary tracking and pixels. This ensures we can measure the success of our campaigns and gather valuable data to inform future strategies.

With the foundation laid and the structure in place, we’re ready to launch your campaigns and start driving results. At every step of the way, we’ll keep you informed, ensuring you’re always in the loop and confident in our approach.

Implementation: Building the Structure

Our unique SEO and Facebook digital marketing conversion strategy were designed to improve their website traffic and digital marketing conversions. Recognizing the power of video content in today's digital landscape, we developed a comprehensive video ad campaign strategy tailored to different stages of a Firenza Stone customer’s sales cycle.

In addition to this, we managed their reputation, created social media posts, handled email marketing efforts, and provided:

Carving Out Success: Highlighting Specific Campaigns

Milia Marketing has spearheaded numerous successful marketing campaigns and initiatives across multiple platforms for Firenza Stone. Here are a few highlights:

Google Search Ads

We've implemented a variety of strategies, including a branded campaign for brand protection, and promoting Firenza Stone's service or product offerings. The branded campaign is a low-cost solution that helps protect Firenza Stone's brand from competitors and allows us to control the messaging.

Google Display Ads

We've created audiences based on existing customer lists and implemented remarketing strategies to re-engage site visitors and past customers. These strategies have been particularly effective in retargeting potential customers at different stages of the sales funnel.

A) we target people in the affinity-market (a type of audience) i.e. who have long-term interest in the product for example, people who have great probability to remodel their house in a few months.

B) we target in-market (a type of audience) people through displays i.e. people who searched a product that Firenza Stone also offers, get served with display ads on YouTube and other Google-partnered sites.

Demographic and Behavioral Targeting

We identified key demographics such as age, gender, location, and purchasing behaviors to ensure our ads reached the most relevant audience. By understanding the typical Firenza Stone customer, we were able to tailor our campaigns to resonate with those most likely to convert.

Facebook Ads

We've utilized carousel ads to showcase new inventory, lead ads to streamline the process of collecting contact information, and video ads to engage viewers and track their viewing duration for retargeting purposes.

Instagram Ads

We've leveraged both newsfeed and story ads to reach a wider audience and promote Firenza Stone's offerings in a visually appealing way.

YouTube Ads

We've used a mix of skippable in-stream ads, non-skippable in-stream ads, and in-feed video ads to capture the attention of viewers and promote Firenza Stone's brand and offerings.

Lookalike Audiences

We've leveraged lookalike audiences to reach new people who are likely to be interested in Firenza Stone because they share similar characteristics to existing customers. This strategy has been instrumental in expanding Firenza Stone's customer base.

Lead Form Widget

We added a Lead Form widget to the website with three main goals:

Generate more leads using strategically placed and optimized lead forms.
Increase response rates with page-specific lead forms. We created one general lead form for the entire site, and five page-specific lead forms for each of the service pages. The page-specific lead forms have initial engagement messages related to the topic of the page to increase response rates through relevancy.
Improve lead quality to help with the sales process later. By asking the right questions early on, we can make the sales process more efficient later.

Reputation Management

became a cornerstone of our strategy for Firenza Stone. Through proactive engagement with customers and a streamlined feedback process, we significantly amplified the number of positive reviews across various platforms. This surge not only elevated their brand image but also solidified Firenza Stone's position as a trusted leader in the countertop and remodeling industry.

These campaigns have been instrumental in expanding Firenza Stone’s reach to areas including greater Cleveland, Akron, Canton South, Northern Columbus, Erie, PA, and Sandusky. Through our strategic and targeted efforts, we’ve been able to generate more leads, increase response rates, and improve lead quality for Firenza Stone.

Local SEO: Making Your Mark in the Neighborhood

In the world of countertops and remodeling, local visibility is paramount. Imagine a homeowner, eager to revamp their kitchen, typing “Countertops Near Me” into Google. With our strategic Local SEO efforts, Firenza Stone is positioned right where they need to be: at the top of those search results.

Moreover, when potential clients seek answers to questions like “How Much Should My Kitchen Remodel Cost,” Firenza Stone emerges as a beacon of knowledge and expertise.

To achieve this, we began with a comprehensive SEO audit, diving deep to understand:

This audit’s primary goal was to enhance Firenza Stone’s “local exposure,” ensuring that when local clients think of countertops and remodeling, Firenza Stone is the first name that comes to mind.

Crafting a Solid Partnership: The Milia Marketing and Firenza Stone Relationship

Our relationship with Firenza Stone goes beyond the typical client-agency dynamic. Since 2017, we’ve been working closely with Firenza Stone, meeting regularly at their showroom in Cleveland, Ohio, to review marketing performance reports and brainstorm new ideas and recommendations.

This close proximity and long-term partnership have fostered a deep level of trust, with Firenza Stone entrusting us to lead and steer all marketing decisions and initiatives. Our dedication to long-term client partnerships is reflected in our strong client retention rate.

Chiseling Through Challenges: Overcoming Obstacles

Firenza Stone faced significant challenges with their previous agency. The quality and quantity of leads they were receiving were far from satisfactory. They were left in the dark with inconsistent reporting and an unclear ROI. The communication and strategies by the former agency were lacking, leaving Firenza Stone feeling unsupported and unsure of their marketing direction.

Moreover, Firenza Stone was struggling to carve out a strong online presence in a competitive industry. They needed a partner who could not only understand their unique needs as a countertop/fabricating company but also translate these needs into a successful digital marketing strategy.

Milia Marketing stepped in to deliver easy-to-read marketing reports, review these with the client, and show a direct impact on their marketing by consistently tracking phone calls, walk-ins, and form submissions. We provided the clarity and strategic direction that Firenza Stone was missing.

Polishing the Outcome: Remarkable Results with Milia Marketing

Increase the average leads per month through their website from 14 to 135
Increase organic traffic by 175%
Decrease the overall cost per acquisition by 45%
Increase form submissions by 76% quarter over quarter
Increase phone calls by 247% Quarter over Quarter
Decrease missed calls by 18% month over month

Checkout some of the Analytics Reports Below

Anthony F, one of the owners, had this to say about our work: "We have been working with Anthony and his team for years now with great success. Milia Marketing has taken our business to another level and continues to grow. I would highly recommend his broad range of services.

the final cut

Why Rockhead Group USA Members Should Choose Milia Marketing

As a member of Rockhead Group USA, you’re part of a network of surfacing industry entrepreneurs dedicated to leadership, best practices, and financial health within your businesses. You’re looking to push your own limits and grow, and that’s where Milia Marketing comes in.

Our work with Firenza Stone is a testament to our ability to understand and cater to the unique needs of countertop/fabricating companies. We’ve helped them renovate their marketing strategy, build a stronger online presence, and achieve impressive results. And we can do the same for you.

But why choose Milia Marketing?

Tailored Approach: We don't believe in one-size-fits-all solutions. Our strategies are tailored to your unique needs and industry-specific challenges.
Proven Results: Our results speak for themselves. We've helped Firenza Stone increase their average leads per month from 14 to 135, increase organic traffic by 175%, decrease the overall cost per acquisition by 45%, and increase form submissions by 76% quarter over quarter. We also increased phone calls by 247% Quarter over Quarter and decreased missed calls by 18% month over month.

Industry Expertise: We understand the intricacies of the countertop/fabrication industry. We can help you polish your online presence, cut through the competition, and carve out a path to success.
Commitment to Growth: Like you, we're committed to raising the industry bar. We're always looking for ways to push our own limits and grow, whether that's through better products, better employees, or better processes.

Don’t let your digital marketing efforts fall flat . Schedule a call on our calendar today and let’s start laying the foundation for your success. We’re ready to help you transform your marketing from a rough stone into a polished gem.

Video Testimonials

Here from some of our satisfied clients:

Frequently Asked Questions

How does Milia Marketing measure success?

We measure success in terms of tangible results. This includes increases in website traffic, leads, and conversions, as well as decreases in cost per acquisition. We also track phone calls, walk-ins, and form submissions to provide a comprehensive view of your marketing ROI.

What makes Milia Marketing different from other digital marketing agencies?

At Milia Marketing, we offer a unique blend of industry specialization, transparency, and commitment to your success:

Industry Specialization: We specialize in the kitchen and bath industry. We understand the unique needs and challenges of countertop/fabrication companies, and we tailor our strategies to meet these needs.
Ownership: With us, you always own the accounts. We believe in complete transparency and giving you full control over your assets.
Communication: We pride ourselves on our excellent communication. We deliver on our promises and keep you updated every step of the way.
Dedicated Marketing Advisor: You’ll have a dedicated marketing advisor who will be your point of contact and guide you through the process.
Thought Leadership: Our team includes a best-selling author in the marketing space, ensuring you benefit from cutting-edge strategies and insights.
Scheduled Monthly Marketing Strategy Meetings: We provide regular updates on our efforts, discuss what we’ve done in the past 30 days, outline our future plans, and provide strategic marketing recommendations.
Detailed Email Updates: We keep you informed about all the small details, so you’re never left in the dark about your marketing efforts.
Exclusivity: As a client of ours, we’re exclusively yours. We focus on delivering what is promised and updating clients about all the small details.
Proactive Partnership: We are not order takers. We are an extension of your team and deliver results. We often act as a Fractional CMO and assist our clients with the entire customer journey, from the marketing funnel to customer acquisition and beyond. We consider the customer experience once the customer is won and how to improve customer referrals within our marketing efforts.
Detailed Analytics and Reporting: We provide clear, easy-to-understand reports, so you can see the tangible results of our efforts.
Experience: Although we primarily work with Countertop companies and fabricators, we’ve also worked with Fortune 500 organizations, Universities, and more. This means we can walk the talk with working with multiple stakeholders, and have very high-level conversations.

Can Milia Marketing help with more than just digital marketing?

Yes, we offer a range of services to support your marketing efforts, including graphic design, PPC, remarketing, content creation, call and form tracking, video production and editing, website ADA compliance, and addressable geofencing.

I'm a member of Rockhead Group USA. Is Milia Marketing a good fit for me?

Absolutely. As a member of Rockhead Group USA, you’re part of a network of surfacing industry entrepreneurs dedicated to leadership, best practices, and financial health within your businesses. You’re looking to push your own limits and grow, and that’s where Milia Marketing comes in.

We understand the unique needs of countertop/fabrication companies and have a proven track record of helping businesses like yours succeed. We can help you polish your online presence, cut through the competition, and carve out a path to success.

Our work with Firenza Stone is a perfect example. We helped them increase their average leads per month from 14 to 135, increase organic traffic by 175%, decrease the overall cost per acquisition by 45%, and increase form submissions by 76% quarter over quarter. We also increased phone calls by 247% Quarter over Quarter and decreased missed calls by 18% month over month.

These results were achieved by tailoring our strategies to the unique needs of Firenza Stone, and we can do the same for you. We believe in providing clear, easy-to-understand reports, so you can see the tangible results of our efforts. We also offer a range of services to support your marketing efforts, including graphic design, PPC, remarketing, content creation, call and form tracking, video production and editing, website ADA compliance, and addressable geofencing.

If you’re looking to elevate your marketing and build a stronger online presence, Milia Marketing is the partner you need.

How can I get started with Milia Marketing?

It’s easy. Just schedule a call on our calendar, and we’ll start laying the foundation for your success. During this call, we’ll discuss your goals, requirements, timing, and other details. We’ll then schedule another call to either narrow down the scope of work or to present a proposal tailored to your needs. On the proposal review call, we’ll review the proposal together live, clarify any questions, and then send the proposal to your email digitally.