McMonagle Marble & Granite based in Co.Donegal is a long-stand and reputable family run business which originally focused on fireplace manufacturing. In recent years the company moved to the fabrication of granite and quartz worktops. The aim was to cement the companies brand and reach within Donegal and expand its reputation into commercial projects as well as residential.
About McMonagle Marble & Granite
● McMonagle Marble & Granite primarily focus on the fabrication of granite and quartz worktops for residential and commercial uses.
● Develop a new brand
● Build a new website to showcase all services
● Increase sales in Donegal
● Sales pages with campaigns, automation & tracking were built to generate leads year round
● A solid SEO foundation was implemented
● Blogging was utilised to generate traffic
● Page 1 of Google search results captured for Donegal County as well as Counties Fermanagh, Sligo, Derry and Galway.
● Leads and sales generated nationwide
● Appeared on RTE due to dominant Google search results
● Largest sales revenues in over a decade
● Overall sales increased by 12.5%
Established in 1976 McMonagle Marble & Granite focuses on the fabrication of granite worktops, commercial fits (interior & exterior) and custom made fireplaces. Via reputation they have built themselves into one of the leading stone fabricators in the northwest of Ireland. With an ambitious outlook and confidence in their own standards, McMonagle Marble & Granite wanted to extend its net outwards into further reaching areas of Donegal.
The Impact of Digital Marketing
Within 3 to 4 months of SEO work and blogging the first spot on Google for Donegal regarding all the main search terms (such as 'granite kitchen countertops donegal' had been secured. This immediately created a spike in calls, email subscribers and of course much needed traffic. By month 6 to 8 surrounding counties such as Sligo, Fermanagh and Derry had also been captured with regards Google search results.
New Brand, New Vision
During this period the McMonagles brand and website were also being developed and refined. Systems were put in place to encourage the gathering of testimonials, photography and case studies. This added further content to the site, increased reputation, brand awareness and strengthened the sites overall Google ranking.
Converting Leads to Sales via Sales Pages & Email Marketing
A sales strategy of two annual sales were developed. An annual kitchen countertop sale and an annual fireplace sale. Funnelled sales pages were developed for both sales with both pages were tracked for future Facebook advertising. Potential customer leads were also captured via email subscriber systems and automation.
Social Media Marketing
A new brand image and conversation was constantly promoted via Facebook. Pinterest and the globally recognised home design website Houzz were also used to further increase SEO and Google ranking. Facebook advertising was used to promote sales to already warmed and tracked customers via custom audiences.
An Optimised website with new brand angle was built. The message was aimed at the craftsmanship behind McMonagle Marble & Granite products rather than the products themselves (As this was the angle every other manufacturer I found was using)
A solid SEO structure and correct hierarchical system was implemented throughout the entire website
Funnelled sales page system(s) were implemented which gathered leads 365, while also being promoted via marketing to generate leads in the present and for future advertising needs via tracking, Facebook advertising and email marketing.
Backlinks via Social Media and PR articles helped further increase the McMonagles Marble & Granite website. A SEO heavy profile was also set up on Houzz, a highly ranked PR website with a large online community related to architecture, interior design and decorating.
Pinterest, Houzz and Irish Directories were utilised to cast a larger online net
Branding and signage design.
A booklet showcasing the best residential and commercial projects of McMonagle Marble & Granite was researched, designed and printed.
Stationary design and print