mcmonagle marble and granite donegal

Develop the perfect Identity and Market Position for the American Wearable Sensing Market

Verisense is a new wearables Clinical Trials platform designed and built by Shimmer. For over 10 years Shimmer has been a leading provider of wearable wireless sensing solutions for research and commercial solutions. 

About Verisense

Verisense is Shimmer’s fourth generation wearables platform, designed specifically to meet the needs of clinical trials. The culmination of over 10 years of experience in developing wearables for the research market, Verisense allows continuous remote monitoring with minimum burden on the participant and site, maximum data reliability utilizing data quality assurance tools, and advanced trial management tools for sponsors.

Issue

However it has become increasingly clear from dialogue with various stakeholders in the industry that current wearable platforms built for regular consumer and research use, do not fit the needs of Clinical Program Managers, see more here on the challenges they face.

Goals

● Develop a new brand
● Build a new website to showcase all services
● Increase sales in Donegal

Approach

● 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

Results

● 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%

However it has become increasingly clear from dialogue with various stakeholders in the industry that current wearable platforms built for regular consumer and research use, do not fit the needs of Clinical Program Managers, see more here on the challenges they face.

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.

mcmonagles marble and granite donegal

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.

mcmonagle marble granite houzz

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

mcmonagle marble and granite donegal

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

About the Author Paul Feeney

Paul Feeney is a Brand Manager, SEO Specialist, Marketer and Designer who helps businesses increase traffic, convert leads and close sales.

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