LOCAL LUMBER REACHES NEW HEIGHTS
CLIENT
The J.F. Johnson Lumber Company
OUR ROLE
LEAD GENERATION
SEO
CRM IMPLEMENTATION
CONTENT STRATEGY/MARKETING
PRINT
APPAREL/PROMO
VEHICLE GRAPHICS
Local Business Johnson Lumber Sees 18% Year-Over-Year Growth with Full Sail Media
Challenge
Johnson Lumber needed a revised digital presence, effective content marketing strategy, and segmentation of their audience based on industry. The plan was to reach a larger audience through content marketing and reinforce their position as an authority in their industry against big box stores.
Outcome
Johnson Lumber’s expanded online presence and ramped up web traffic led to increased revenue. Because of the recent success of their marketing efforts, we now work hand-in-hand with their in-house marketing manager to execute strategy and help shape the direction of their brand.
Success by the Numbers
18%
GROWTH IN SALES YEAR OVER YEAR, LAST 3 YEARS
109%
INCREASE IN WEBSITE TRAFFIC
85%
BOOST IN ORGANIC SOCIAL PRESENCE
STRATEGY
UNDERSTANDING THE HISTORY
ONE HUNDRED YEARS is a lot of history for one company. Before we could plan a way forward for Johnson Lumber, we had to fully appreciate their status as a fixture in this community. The trick was coming up with a marketing plan that appealed to their most loyal customers while also attracting new, valued clientele. It was clear the company needed no help when it came to its knowledge and expertise in their field. But what they were seeking was a fresh take on their marketing strategy and a nudge in the right direction with their technology.
TECHNOLOGY
THE NEED FOR A CRM
Initializing HubSpot for this client was a huge win. They had no efficient means of tracking internal communications, no automated customer database, and no way of tracking their web analytics. Through HubSpot, this all changed. They now have the capabilities to quickly sort and filter internal communications to accurately track customer orders, inventory inquiries, and online activity. This all-in-one CRM solution also made email marketing and social media engagement second nature, ensuring they were marketing efficiently in-person and online.
Content Marketing
Communication With A Purpose
Not only were we creating content to engage with their customers, but we were also using it as a big chunk of their SEO strategy. Adding content to their site monthly, if not weekly, increased their Google rankings for target keywords. It also drove traffic to their site and built local awareness of the full scope of Johnson Lumber’s services and capabilities. Since launching this content-heavy marketing strategy for them, they have increased rankings and domain authority for dozens of short and long chain keywords.
UNIFIED BRANDING
The addition of a strong digital and physical presence was absolutely necessary. Everything from hoodies, to coffee mugs, to wide-format truck wraps – we provided Johnson Lumber with as much of our quality, in-house print production services as they needed. We even did a batch of display ads in local periodicals. Using a consistent brand identity was important in driving brand awareness and highlighting Johnson Lumber as a local flagship.
The entire Full Sail team is awesome. They provide exceptional marketing services and are responsive to the unique needs of a small business. They willingly go the extra mile to deliver a five-star product.
Kristin Kemp
The J.F. Johnson Lumber Company, Marketing Manager