Linden Digital Marketing

BACKGROUND

Please describe your company and position.

I am the President, CEO & Master Distiller of Black Button Distilling

Describe what your company does in a single sentence.

Black Button is Rochester’s first grain-to-glass distillery since prohibition.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Linden Digital Marketing to accomplish?

• Increase foot traffic
• Increase online sales
• Manage digital marketing campaigns

SOLUTION

How did you find Linden Digital Marketing?

Online Search

Why did you select Linden Digital Marketing over others?

• High ratings
• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Good value for cost

How many teammates from Linden Digital Marketing were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Linden Digital Marketing serves as the strategic digital marketing partner for both Black Button Distilling and the Strategic Sourcing Hub, providing a mix of ongoing managed marketing services and project-based campaigns. Our scope of work includes:

• Marketing Strategy & Planning – Development of integrated marketing strategies tailored to each brand’s objectives, including audience segmentation, messaging frameworks, and annual campaign planning.
• SEO & SEM Management – Ongoing optimization of search engine visibility through technical SEO, keyword strategy, paid search campaigns (Google Ads), and performance reporting.
• Content Development – Creation of written, visual, and video content to support both awareness and lead generation goals. This includes blog articles, website copy, paid media creative, and social media assets.
• Website Design & Support – Continuous improvements to each brand’s website to optimize user experience, conversions, and brand presentation. For Strategic Sourcing Hub, this also included the development of a new site to highlight core services.
• Advertising & Media Buying – Management of digital ad campaigns across Google, Meta, and LinkedIn, including creative development, targeting, A/B testing, and ROI tracking.
• Email & CRM Integration – Setup and execution of email campaigns with CRM integration to support customer engagement and sales funnels.
• Event & Campaign Marketing – For Black Button Distilling, this includes marketing of seasonal cocktail classes, product launches, and special promotions. For Strategic Sourcing Hub, this involves promoting services and partner capabilities through coordinated campaigns.
• Analytics & Reporting – Comprehensive performance tracking with customized dashboards and monthly/quarterly reporting to measure ROI and guide optimizations.

Key Deliverables

• Annual marketing strategy and campaign calendar
• Paid media campaigns (Google, Meta, LinkedIn) with ongoing optimization
• Website design and support (including a new Strategic Sourcing Hub site)
• SEO and content marketing deliverables (blogs, optimized web pages)
• Social media and creative assets for promotions and campaigns
• Email marketing campaigns and CRM integration
• Event and product launch marketing support (Black Button)
• Monthly and quarterly reporting dashboards

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our partnership delivered measurable growth and clear ROI for both brands:

Black Button Distilling

• Increased website traffic by 42% year-over-year, driven by SEO and paid campaigns.
• Boosted event ticket sales (e.g., seasonal cocktail classes) with campaigns consistently selling out within 2–3 weeks of launch.
• Achieved a 3.8x return on ad spend (ROAS) across Meta and Google Ads campaigns promoting tasting room events, bottle releases, and brand awareness.
• Grew social media engagement by 55%, expanding reach among both regional and national audiences.

Strategic Sourcing Hub

• Launched a new B2B website that clearly communicates service offerings, resulting in a 60% increase in qualified inbound leads within the first six months.
• Improved Google Ads performance with a 28% reduction in cost-per-lead (CPL) through optimized targeting and ad creative.
• Established a content and SEO program that increased organic visibility for high-intent industry keywords, contributing to stronger lead quality and pipeline growth.
• Developed performance dashboards that provide leadership with clear insights into campaign ROI, marketing attribution, and client acquisition costs.
• Overall, the measurable outcomes demonstrate how Linden Digital Marketing helped Black Button Distilling scale consumer engagement and revenue opportunities, while enabling Strategic Sourcing Hub to attract and convert more qualified B2B prospects.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Linden Digital Marketing has been highly organized and responsive throughout our engagement. Their team uses clear project management processes to keep all deliverables on track, often working several steps ahead to anticipate our needs. Items are consistently delivered on time, whether tied to seasonal campaigns, ongoing reporting, or one-off creative projects.

Communication has been a standout strength. Linden schedules regular check-ins, provides detailed agendas, and follows up with actionable summaries so nothing falls through the cracks. They are quick to pivot when priorities shift and always responsive to questions or last-minute requests.

We’ve especially appreciated how proactive they are in bringing new ideas to the table while staying aligned with our goals. Their structured approach ensures campaigns launch on schedule, websites are updated seamlessly, and reports are delivered with insights we can act on immediately. Overall, Linden has proven to be a reliable, thoughtful, and highly collaborative partner.

What was your primary form of communication with Linden Digital Marketing?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Working with Linden Digital Marketing has been a bright spot in an otherwise challenging time for our industry. The alcohol sector has been under tremendous pressure, and despite those headwinds, Linden’s team consistently helped Black Button Distilling find growth opportunities and connect with new customers.

What sets them apart is not only their marketing expertise, but also their genuine investment in our success. Lindsay and her team bring clarity and strategic insight to every conversation, and then they execute with both skill and creativity. They became an extension of our business—whether it was managing campaigns, optimizing our digital presence, or brainstorming new approaches when the market shifted.

I’ve said to them, ‘I don’t know how to thank you,’ because their support made such a difference. They helped us make the most of a very tough situation, and I’m grateful for their partnership. For any business navigating uncertainty or looking for sustainable growth, I can wholeheartedly recommend Linden Digital Marketing.

Are there any areas for improvement or something Linden Digital Marketing could have done differently?

Overall, any “room for improvement” is more about scale than performance. Linden’s strength is in their strategic insight and personalized approach, and as they continue to grow, maintaining that same level of attentiveness will be important.