Executive Summary
MasterBrand Cabinets, a leading cabinet manufacturer with a portfolio of well-known brands, sought to improve its digital presence to better connect with customers and boost online sales. This case study details the challenges, strategies, and results of our collaboration, highlighting significant improvements in website design, SEO, social media presence, and online reputation.
Company background
MasterBrand Cabinets is a prominent local manufacturer known for its high-quality kitchen and bathroom cabinetry. The company owns several individual brands, each catering to different market segments.
Despite its strong market presence, MasterBrand’s digital strategy was primarily investor-focused, with minimal efforts directed towards customer engagement and sales generation.
Market Context
The cabinet manufacturing industry is highly competitive, with numerous brands vying for market share. A robust digital presence is crucial for attracting and retaining customers, especially in an era where online research and purchasing are increasingly common.
Objectives
- Redesign the website to improve user experience and connect individual brands.
- Develop and implement a comprehensive SEO strategy.
- Enhance social media presence to engage customers and build brand loyalty.
- Improve online reputation through increased customer reviews and engagement.
Challenges
MasterBrand Cabinets faced several challenges:
- Website Design: The existing website was poorly designed, primarily focused on investors, and did not effectively connect individual brands.
- Social Media Presence: Minimal social media activity with no clear strategy.
- Online Reviews and Reputation: Lack of online reviews and a poor online reputation compared to competitors.
- User Experience: Decent user experience that needed significant improvements.
Target Audience
Demographics
Homeowners, interior designers, and contractors, primarily aged 25-54.
Psychographics
Individuals seeking high-quality, stylish cabinetry for kitchens and bathrooms.
Behaviors
Researching and purchasing cabinetry online, relying on reviews and social media for brand validation.
Strategy and Plan
Conduct a comprehensive audit of MasterBrand Cabinets’ digital presence.
Redesign the website to enhance user experience and interconnect individual brands.
Implement a targeted SEO and content marketing strategy.
Develop a robust social media strategy to increase engagement and build a positive online reputation.
01
Website Audit and Redesign
- Conducted a thorough review of the website architecture, content, and usability.
- Redesigned the website to improve navigation, aesthetics, and functionality.
- Created dedicated pages for each brand, linking them together to showcase the entire portfolio.
02
SEO Strategy
- Performed keyword research to identify high-intent search terms.
- Increased interlinking between brand pages and optimised on-page SEO elements.
- Developed a content marketing plan focusing on blog posts, guides, and case studies.
03
Social Media Strategy
- Established a consistent posting schedule across major platforms (Facebook, Instagram, Pinterest).
- Engaged with followers through interactive content, contests, and Q&A sessions.
- Collaborated with influencers and industry experts to broaden reach.
04
Online Reputation Management
- Encouraged satisfied customers to leave reviews on popular platforms like Google and Yelp.
- Responded to reviews and feedback to demonstrate commitment to customer satisfaction.
- Highlighted positive reviews and customer testimonials on the website and social media.
Implementation
Step-by-Step Actions
01
Months 1-2
Planning and Development
- Conducted a comprehensive digital audit.
- Planned the website redesign and SEO strategy.
- Established social media goals and content calendar.
Months 2-3
Execution and Testing
- Implemented the website redesign, including new brand pages and improved navigation.
- Executed the SEO strategy, optimising existing content and creating new content.
- Launched social media campaigns and engaged with followers.
02
03
Months 3-6
Monitoring and Optimisation
- Monitored website performance and user engagement.
- Adjusted SEO tactics based on performance data.
- Refined social media strategy based on engagement metrics and feedback.
Team Roles
Project
Manager
Oversaw the project, ensuring timelines and goals were met.
Web
Developers
Implemented website redesign and technical SEO improvements.
Content
Writers
Created high-quality content for the website and social media
SEO
Specialists
Developed and executed the SEO strategy.
Social Media Managers
Managed social media accounts and engagement.
Creatives and Assets
- Redesigned website with dedicated brand pages and improved user experience.
- High-quality blog posts, guides, and case studies focusing on cabinetry trends and tips.
- Engaging social media content, including images, videos, and interactive posts.
Metrics and Analytics
Increase in website traffic and user engagement.
Improvement in search engine rankings for target keywords.
Growth in social media followers and engagement rates.
Increase in the number and quality of online reviews.
Tools Used
Google Analytics
To track website performance and user behaviour.
Hootsuite
To manage and schedule social media posts.
SEMrush
For keyword research and SEO performance monitoring.
Hotjar
To gather user feedback and improve website UX.
Results and Outcomes
By leveraging a detailed and user-centric approach to digital marketing, MasterBrand Cabinets can achieve significant improvements in user engagement and satisfaction, setting a strong foundation for continued growth and success in the cabinet manufacturing industry.
Quantitative Results
- Significant increase in website traffic and user engagement metrics.
- Higher search engine rankings for targeted keywords.
- Increased social media followers and engagement.Increased social media followers and engagement.
- Growth in the number of positive online reviews.
Qualitative Results
- Enhanced user experience and brand connectivity on the website.
- Positive feedback from internal stakeholders and customers.
- Improved brand perception and online reputation.
Challenges and Learnings
Obstacles Faced
- Ensuring seamless integration of new website features without disrupting existing functionalities.
- Building a strong social media presence from scratch.
- Encouraging customers to leave reviews and engage online.
Key Insights
- A comprehensive digital audit is crucial for identifying areas of improvement.
- Consistent and engaging content is key to building a strong online presence.
- Responding to customer feedback and reviews can significantly improve online reputation.
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