Eldorado Stone – Digital Marketing for Growth
Digital Marketing
Eldorado Stone recently partnered with Cuker to expand their web presence through integrated digital marketing. After partnering with Cuker to redesign their website, the leading manufacturer of architectural stone veneer required a marketing strategy that would engage both the consumer and trade communities, drive traffic to the new website, and maximize conversions.
Search Engine Optimization (SEO)
We implemented a SEO setup plan for EldoradoStone.com to drive targeted web traffic to the site. Though the company had insignificant organic search traffic prior to the site redesign, our highly effective plan helped Eldorado achieve #1 rankings for competitive search terms including "stone veneer," "best stone veneer," and "architectural stone veneer."
Targeted Email Campaigns
We designed and built segmented email templates for Eldorado Stone that were used to send campaigns specifically targeting the trade and consumer communities, and created multiple email blasts to support upcoming contests and events.
Facebook Sweepstakes
Cuker also created a custom social media promotion to build Eldorado’s Facebook community. The sweepstakes, which offered users a $1,000 giveaway towards their next home remodel, was strategically promoted through social media and email marketing, as well as on the website. We added Pinterest and Houzz integration throughout the site, allowing users to easily share Eldorado products on the leading social media sites within the home and decor space.Pinterest is now the top source of referral traffic to the website.
"See & Believe" Campaign
We partnered with Eldorado to extend the reach of their print advertising campaign, "As Real As It Gets," which showcased the company’s stone veneer and its indistinguishable resemblance to real stonework. We took Eldorado’s print campaign to the next level with "See and Believe," an interactive microsite that offers a fun, engaging user experience for exploring Eldorado’s believable stone veneer.
We produced an animated video to highlight the features that make the stone veneer so “real,” and created an interactive game that challenges users to distinguish between real stone and Eldorado Stone. The microsite also includes a photo/video gallery, brochure request, social media links, and email newsletter signup. The campaign microsite was recognized for design excellence within the industry, taking home the 2013 WMA WebAward for “Best Architecture Website.”
The Results
Cuker’s integrated marketing strategy has elevated Eldorado’s web presence and positioned the company as an innovation leader within an industry that is underutilizing the web. In addition to top search engine rankings and a 20% increase in organic search traffic, the social sweepstakes has also grown Eldorado’s Facebook community by over 7,000 fans. Since site launch, Eldorado’s marketing plan has driven over 200,000 completions of their “Where to Buy” dealer locator, making the web one of the strongest sales and demand generation engines in Eldorado’s marketing mix.
