Impervia Flooring

Following our success with their sister company Solid Wood Flooring, luxury flooring specialists Impervia decided it was time to take their digital marketing strategies to the next level. Starting in 2019, the aim was to improve their SEO and search engine rankings, and assist with existing content marketing work.  

By 2021, our designers had levelled up their website with a new look. And a new look meant new goals: it was time to double down on increasing traffic to their website from their target audience, helping them cultivate quality client leads and relationships,and building brand awareness.

Like laying their luxury flooring at a property, our strategy clicked into place as we started with the basic groundwork. Competitor analysis, keyword research, and content landing page reviews were undertaken so that we could hit the ground running.

With content refreshed and optimised for creating conversions for PPC campaigns and for boosting their SEO, we could focus on creating a content plan for a bi-weekly blog. Providing their audience with enriching and educational information, as well as commenting on industry trends and sustainability best practice, we could generate content that could be upcycled for social media marketing and for adapting for trade journals to build awareness of the Impervia brand at the heart of it’s audience.

Like our approach with Solid Wood Flooring, getting users to engage with Impervia has included tailored multi-audience PPC campaigns designed to increase free sample ordering and lead generation as well as brand awareness social campaigns rolled out organically across LinkedIn. Combining striking visuals of their flooring in action with messaging made for engaging,we’ve seen their platform grow. Better yet, we keep those existing clients coming back with content-focused email marketing campaigns, driving users to landing pages for new products, case studies showcasing projects, or highlighting their latest sustainability work.

Since we started working with them in May 2019, they’ve had 48,423 new users visit the site across 64,649 sessions. They’ve visited 142,460 pages for an average session duration of 1 minute and 40 seconds.

Our PPC campaigns have been integral in generating new clients, with 58.9% of all new users arriving from our long-term Google Ad campaigns. Better yet, our campaigns have created over 500 conversions for the company, from free sample orders to lead form submissions and direct calls. Helping build the brand further, 20% of all new users arrive at the website dueto organic search, so our SEO work is growing.

Our LinkedIn campaign has strengthened their online presence– in just a year they’ve experienced a 725% increase in page views, 548.5% increase in unique visitors, and 110% increase in link clicks. Better yet, they’ve had a 2,816.7% increase in reposts, 1,800% increase in reactions, and a 100% increase in comments, helping them push their brand development further whilst strengthening their thought leadership.