SEO, PPC & Digital Marketing for Furniture Manufacturing Co
- Other Digital Marketing Pay Per Click Search Engine Optimization
- $200,000 to $999,999
- Jan. 2019 - Ongoing
- Quality
- 5.0
- Schedule
- 5.0
- Cost
- 5.0
- Willing to Refer
- 5.0
“They have been instrumental in our overall success.”
- Manufacturing
- Canada
- 201-500 Employees
- Phone Interview
- Verified
TRIBBUTE built out a technical SEO framework to improve a furniture organization's SEO. They have also been providing PPC management and guidance, and assistance with email flows.
TRIBBUTE has played a significant role in the client's success and increases in revenue on their e-commerce platform. The client has been highly impressed by their knowledge and experience within the digital ecosystem and their understanding of its underlying systems.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
BACKGROUND
Introduce your business and what you do there.
I’m responsible for online revenue at a multinational D2C brand.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with TRIBBUTE?
We were looking to conduct a technology transformation, wanted to scale our e-commerce business and develop a custom commerce solution. We were required to design and build systems from the ground up, and we hired TRIBBUTE to provide technical digital marketing expertise as well as paid media services to help scale.
SOLUTION
What was the scope of their involvement?
The engagement started fairly small because we were working with a limited budget. We began by setting out objectives and building a strategy on how to implement technology on site and within the organization, and from there, we started building effective measurement methodologies.
They provided clear feedback to us so that we could build a technology solution from the ground up that incorporated essential components of digital marketing. They’ve been providing us with PPC channel management and technical guidance this includes Google, Facebook, Pinterest, and Microsoft Ads. TRIBBUTE has also been helping us with SEO efforts and email flows, specifically working in Klaviyo.
Our SEO work with TRIBBUTE has been relatively niche. There was some keyword research, but we had an internal resource for most of that. Their guidance was focused on facilitating us building technical infrastructure for SEO functionality. They helped us build out what the SEO function on the website should be, and how it should work from a developer's standpoint, and assisted in building a priority list of that work.
They provided in-depth knowledge of SEO at a fundamental technical level and facilitated the creation of a technology platform that is SEO optomized. Now that we have completed the framework and functionality to do that, they’ve been guiding the strategy for the categories and approach we should be taking on SEO. They audit our outcomes to ensure we’re on track, report to us on how things are going, and provide updates on opportunities for us.
In addition, they’ve been doing a tremendous amount of reporting and analysis for us to facilitate us reaching our goals. They give us evaluations of our marketing spend to outcomes, ensure that we have proper unit economics in place, and confirm that our attribution methodologies are appropriate and lead to actionable activities. With their help, we are able to define exactly what our customer acquisition costs and earnings per sale are, and keep them profitable while scaling.
They’ve also worked with us to set up a data warehouse and make sure that our data schema are built out properly. They report on all of the activity, including what is happening on the website, in order for us to make appropriate decisions moving forward.
What is the team composition?
We work with a team of four people. Our team includes an SEO expert, TRIBBUTE's head of operations, a project manager, and an account manager.
How did you come to work with TRIBBUTE?
They were referred to us by someone who had worked with them previously.
How much have you invested with them?
We’ve invested between $500,000–$1 million CAD (approximately $363,500–$727,000 USD).
What is the status of this engagement?
We started working with them in January 2019, and the work is ongoing.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
They have been instrumental in our overall success. We have seen a 20x in our e-commerce sales over the course of our engagement and they have played a significant role in that. Their understanding of the digital ecosystem has allowed us to build tech product that generated value quickly for our organization. They have been hyper-focused on financial results and making sure that the system we built operates well and creates the outcome that we want, which in this case is revenue.
How did TRIBBUTE perform from a project management standpoint?
They are very effective from a project management standpoint, and they get their tasks done. We communicate through phone calls, Slack, and emails. However part of what is so effective with Tribbute is the ability to flex to the needs of the business and come up with mutually beneficial business systems.
As an example we built out a process with a shared docs that tracks all promotional activity, timelines, and assets. Our team's process includes this file and is regularly updated. Tribbute is therfore informed appropriately so we don’t always have to engage in communications constantly.
What did you find most impressive about them?
TRIBBUTE provides clear and actionable feedback to assist in effectively executing our digital marketing activities. They have a deep skill set that goes far beyond the knowledge base of many other agencies, and they understand how the technology systems and processes work at a base level. They understand the underlying systems and prove that through their work, which sets them apart from other companies that provide these same services.
Are there any areas they could improve?
They don't have, or at least we haven’t used, an internal creative service team. We think that could be an opportunity where they could be diving deeper into the creative space to generate creative assets and drive results through that method. Creating performance optimized creative is important and something our business struggled with.
Do you have any advice for potential customers?
You need to know your business - your unit economics and margins, where the bottle necks are, and how to facilitate change within your organization. You should also be radically open and transparent with them about opportunities, threats, processes, internal challenges that are preventing change. We treat them like our own employees and let them into just about everything; because of that, they care about what we’re doing and can provide advice and guidance that makes an impact on the bottom line.
Don’t get in your own way, and allow TRIBBUTE to guide you through the process with their expertise. Allow their process to flow naturally, and don’t try and rush. Building a digital marketing machine will take time.
Momentum is an important concept in this area as is the idea of small changes adding up to make a big difference over time.
Most importantly you need to help them by doing your part. You have to be willing to do the work within your team and organization to give them what they need to make you successful.
RATINGS
-
Quality
5.0Service & Deliverables
-
Schedule
5.0On time / deadlines
-
Cost
5.0Value / within estimates
-
Willing to Refer
5.0NPS
