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Mcmonagle Marble & Granite Success with SEO & Branding

McMonagle Marble & Granite's Nationwide Success with SEO

McMonagle Marble & Granite based in Co.Donegal is a long-stand and reputable family run business which originally focused on fireplace manufacturing. In recent years the company moved to the fabrication of granite and quartz worktops. The aim was to cement the companies brand and reach within Donegal and expand its reputation into commercial projects as well as residential.

About McMonagle
Marble & Granite

● McMonagle Marble & Granite focus on the fabrication of granite and quartz worktops for residential and commercial use.
● www.mcmonagles.ie

Project Goals

● Increase leads
● Develop a premium 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 Co. Donegal as well as Counties Derry, Fermanagh, Sligo, Mayo and Galway.
● Leads and sales generated nationwide.
● Appeared on RTE due to dominant Google search results.
● Largest sales revenues
● Overall sales increased by 25%
● Premium brand resulted in capturing larger Commercial projects

Established in 1976 McMonagle Marble & Granite focuses on the fabrication of granite worktops, commercial fits (interior & exterior) and custom made fireplaces. Via reputation they have built themselves into one of the leading stone fabricators in the Northwest of Ireland. With an ambitious outlook and confidence in their own standards, McMonagle Marble & Granite wanted to extend its net outwards into further reaching areas of Donegal.

The Impact of Digital Marketing

Within 3 to 4 months of SEO work and blogging the first spot in 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.

A New Brand, A New Vision

During this period the McMonagle's 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 being 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 and Pinterest with the globally recognised home design website Houzz also used to further increase SEO and rankings. Facebook and Instagram advertising was used to promote sales to already warmed and tracked customers via custom audiences.

An optimised website with new more premium brand angle was developed and designed. The story was aimed at the craftsmanship behind each McMonagle Marble & Granite product rather than the products themselves. This angle allowed McMonagle's to step away from competing on price alone.

A solid SEO structure and correct hierarchical system was implemented throughout the entire website.

Funnelled sales page system(s) were implemented which gathered leads 24/7, 365. Sales page(s) were also promoted via online marketing to generate leads in the present and for future advertising needs via tracking, Facebook advertising and email marketing.

Backlinks via Social Media and PR articles helped further increase the rankings of the McMonagle Marble & Granite website across Ireland. A SEO heavy profile was set up on Houzz, a highly ranked PR website with a large online community related to architecture, interior design and decorating.