Alpha Quartz is one of the Midland’s leading fabricators of the premium quality granite and quartz kitchen worktops.
3 years old based in Burton-On-Trent
1. THE CHALLENGE
Alpha Quartz is an established business that had been successfully operating for a number of years however by using traditional marketing methods such as local newspapers and website with little optimisation they found that getting leads consistently whilst trying to grow the business was becoming increasingly difficult.
Alpha Quartz required someone to help generate new leads/enquiries that turn into store/showroom visits and increase brand awareness in their local area. After initial conversations with our account management team, it was clear that RTD’s Facebook Marketing services were perfect to accomplish their goals.
2. THE SOLUTION
After a number of consultation calls with the client, our Facebook advertising team executed the following tasks:
TEST, MEASURE & REPORT
We created a number of campaigns using different targeting groups, adverts and budgets to measure and then report on what campaigns are delivering the best return on the advertising spend.
We created a number of static, video and dynamic advertising campaigns on the Facebook platform.
PIXEL / RETARGETING
Our team installed the Facebook pixel tracking code and set-up retargeting audiences to show ads to anyone that interacted with the Facebook page or visited the company website.
We created a target customer group of Males/Females, over the age of 30 based within 25 miles of the business location and used advanced targeting to narrow down the audiences using common interests.
The strategy for Alpha Quartz was delivered in three strands:
1.TRAFFIC & ENGAGEMENT
We created a number of static image, carousel and video slideshow adverts and boosted relevant posts that showed off recent work of recent kitchen installations to gain initial engagement and drive traffic to Alpha Quartz’s website.
For any potential customers that engaged with the brand on Facebook or via the Alpha Quartz website, we created retargeting adverts that constantly re-engaged the potential customers showing company videos and testimonials of happy customers to reinforce the Alpha Quartz brand.
We used a number of methods to capture leads utilising a combination of Facebook Messenger, Lead Forms and Click to Call actions. We linked all lead forms to our systems which instantly emails Alpha Quartz with the lead name, email and phone number so they can call the potential customers back while the lead is still warm.
Unlike some e-commerce clients that we work with where sales can be impulsive, changing your kitchen can be a long process involving many third parties such as electricians, plumbers, and designers. The cost of a kitchen can also be upwards of £5,000, therefore, the decision-making process can also be drawn out.
With this in mind, our team has heavily utilised retargeting by using the Facebook Pixel. We have created video and lead form adverts that reinforce Alpha Quartz’s brand throughout the decision-making process which can be up to 90 days. This approach means we can successfully deliver highly relevant ads and currently produces 30-40% of all leads.
3. THE RESULTS
We are helping Alpha Quartz generate over £30,000 in new sales each month. We’ve generated over 250 leads at an average cost of £4.90 per lead and driven more than 5,500 extra website visits in the last 12 months.
The KBB Leads team visited Kerry from Worktop Warehouse to find out what he thought about the services we have provided and the impact it has had on their business.