CONCEPT MATERIALS
Drives 3,684 Sample Requests and 1,253% Traffic Boost in 12 Months.
Concept Materials is a leading Australian supplier of high-performance building products, specialising in innovative materials like Millboard decking and cladding. Their products are designed for architects, builders, designers and contractors who demand durability, aesthetics, and sustainability.
Concept Materials is committed to providing top-quality solutions for residential and commercial projects, ensuring long-lasting performance and exceptional design flexibility.
The Challenge
Concept Materials sought to increase brand awareness and drive sample requests across B2C and B2B segments. The company had previously relied on limited marketing channels and lacked a cohesive digital strategy. The challenge was to boost their online presence, generate leads, and achieve growth through a comprehensive 12-month marketing campaign with an efficient use of budget.
The Solution
The Change Starter partnered with Concept Materials to develop and execute a bespoke marketing strategy tailored to their specific needs and objectives. By managing their annual marketing budget, we curated a skilled outsourced team to implement a multi-channel approach focused on the following campaigns:
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Google Ads Campaign: Targeted ads and remarketing efforts drove high-quality traffic and generated sample requests from both B2C and B2B audiences.
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SEO & Content Marketing Campaign: A robust SEO strategy was developed to improve organic search visibility, enhance website traffic, and convert visitors into leads.
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LinkedIn Marketing Campaign: Targeted outreach and content sharing on LinkedIn focused on capturing high-value leads from industry professionals.
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Social Media & Influencer Campaign: A concentrated effort on Facebook and Instagram, supported by influencer partnerships, to increase brand reach and drive traffic.
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Trade Media Partnerships: Content and digital display campaigns in major media publications targeted towards Architects and construction and design industry to further increase targeted awareness and brand presence.
Outcome
Results
The customised strategy was a resounding success. It delivered results that exceeded expectations and contributed significantly to Concept Materials' growth.
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Google Ads contributed to 69.5% of all sample requests, delivering high-quality traffic and leads at a Cost Per Lead (CPL) of $82.57.
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The LinkedIn campaign generated 121 high-value leads, making up 3.5% of total sample requests, and resulted in 2,409 new connections with relevant industry professionals matching target buyer personas. Additionally, we re-engaged 1,910 dormant connections.
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Organic traffic grew by 1,253%, leading to a significant increase in website visitors, from approximately 800 to 11,000, and improved conversion rates.
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Social media efforts, including influencer campaigns, led to 632,560 total impressions and 4,380 engagements, significantly boosting brand visibility and engagement.
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The combination of these efforts resulted in 3,684 sample requests, surpassing initial targets and driving substantial growth for Concept Materials.
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Want Concept Materials Results for Yourself?
The Change Starter partners with small and medium growing businesses to provide an outsourced marketing team that builds a long-term strategy and implements their marketing; helping them to attract and nurture more of their ideal clients. Apply for a FREE Marketing Accelerator with Stevie to find out if we would be a good fit!
