LightMart, a leading distributor of commercial lighting solutions, partnered with Marcel Digital to enhance its digital presence and drive measurable business growth. Through an integrated approach combining SEO, Paid Media, and Analytics, we transformed their digital strategy to generate high-quality leads, improve sales enablement, and maximize marketing ROI. Our efforts led to record-breaking revenue growth, increased customer engagement, and long-term digital success.
What's going on?
The Challenge
LightMart’s digital strategy was overly reliant on paid search, with limited traction in unbranded organic search. The absence of a structured content strategy and critical technical inefficiencies hindered their ability to attract and convert high-intent buyers.
To achieve sustainable growth and optimize marketing efficiency, LightMart needed to:
- Improve organic search visibility and inbound lead generation.
- Align paid media strategies with revenue-driving channels.
- Leverage advanced analytics for data-driven decision-making.
Successfully addressing these challenges required close collaboration between LightMart’s internal teams and Marcel Digital’s SEO, Paid Media, and Analytics experts to create a strategy that aligned with business objectives and sales goals.
How Marcel Digital Helped
The Strategy
SEO
A strong organic search presence is essential for long-term lead generation and brand authority. By conducting a thorough website audit, the team identified and addressed any issues hindering the site's performance. This included optimizing website speed, improving mobile responsiveness, streamlining navigation, and implementing schema markup to enhance search engine understanding and visibility.
Beyond technical SEO, we developed a targeted content strategy designed to capture high-intent search queries. By launching an industry-focused blog that addressed customer pain points, lighting solutions, and emerging trends, we positioned LightMart as a thought leader. Solution pages were introduced to align with their ICP, creating additional entry points for organic traffic and conversions. We also collaborated with an external developer to implement necessary technical changes to the website.
Paid Media
LightMart’s initial paid media strategy was misaligned with its highest-value conversion channel. Our analysis revealed that 80% of revenue was generated through phone calls, yet ad campaigns were optimized for eCommerce transactions, leading to inefficient ad spend.
Our Paid Media team restructured the account to prioritize high-value phone call conversions by:
- Implementing advanced tracking to accurately attribute revenue.
- Restructuring campaigns and bidding strategies around key conversion actions.
- Refining audience targeting to attract qualified B2B leads.
Using Google Ads and other paid platforms, we continually optimized ad spend in real-time, ensuring maximum ROI.
Analytics
Data-driven decision-making was crucial in optimizing LightMart’s digital performance. Our Analytics team:
- Validated and enhanced tracking mechanisms for precise measurement of KPIs.
- Identified new performance indicators to refine campaign strategies.
- Expanded data points for deeper insights into user behavior and conversion paths.
By refining attribution modeling, we provided clear insights into multi-touch conversion paths, ensuring marketing efforts aligned with business growth.
Integration of Strategies
One of the largest drivers of success was the integration of our digital strategies to produce amplified results.
- SEO and Paid Media teams shared keyword insights to refine targeting and content strategies.
- Analytics insights informed campaign optimizations, improving conversion rates and lead quality.
- Creative teams developed compelling ad copy aligned with search intent, while UX teams optimized landing pages for higher conversions.
Regular meetings and active communication facilitated this collaboration, ensuring all teams were aligned in their strategies.
What Happened After Launch?
The Results
Our integrated strategy produced measurable and scalable success:
- 83% increase in organic traffic per month, significantly expanding inbound lead generation.
- Higher revenue from phone calls, with an increasing average order value month over month.
- Record-breaking monthly revenue, fueled by a more efficient and data-driven paid media strategy.
Our partnership with LightMart demonstrates the power of an integrated digital marketing strategy. By combining SEO, Paid Media, and Analytics, we were able to drive significant growth for LightMart, overcoming challenges and setting new records in revenue.
While we are continuing to evolve and innovate their digital approach, LightMart remains a shining beacon within the competitive landscape of lighting solutions.
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