Great Northern Cabinetry

Great Northern Cabinetry’s Digital Marketing Challenges

GNCI sought to expand its dealership network and was utilizing a combination of disconnected tools to drive traffic to its website. Once there, the goal was to have prospective dealers complete the “Become a Dealer” form and start the process of becoming a GNCI dealer.

The goal was clear, but GNCI was severely hampered by its technology stack, beginning with its website. GNCI had built its website on the popular SquareSpace “website-in-a-box” software. While SquareSpace is ideal for a visually polished, low-maintenance site, it stumbles when users need to add functionality such as driving leads to the website and following them throughout the visit to gather conversion metrics and other data.

Faced with the inability to add the necessary functionality to its website, GNCI deployed a standalone PPC lead generation campaign to increase potential dealer traffic to the website. The results were dismal, averaging just 2 – 3 “Become a Dealer” form conversions per month. Two other factors made the situation worse:

They were getting tons of “garbage” traffic from paid Ads based on PMAX campaigns that were not performing, and
They didn’t have any conversion tracking setup, so they couldn’t tell if their ads were contributing to their “form fills” or if they were coming from other sources.

Additional Challenges

Keyword targeting needed a serious overhaul: Content and marketing efforts were not built with specific keywords embedded. Plus, GNCI had two audiences to attract:

Retail customers (B2C), who overwhelmingly use keywords like “cabinets near me” as opposed to “cabinet makers or manufacturers.”
Potential dealers (B2B), who were using different keywords to identify “dealership opportunities in their area.” This was by far the most urgent problem because GNCI needed to expand its dealer network to attract B2C customers to its “Find a Dealer” functionality.

Keyword optimization also needed attention. Because digital communications and marketing efforts are highly keyword-sensitive, we needed to conduct a significant amount of keyword optimization to align with our conversion goals.

Stem the flood of spam and AI form submissions. Everyone deals with this issue, and as a result, we have access to excellent tools to limit, if not eliminate, both problems.

Why GNCI Chose Digital 1

GNCI saw Digital 1 as the perfect fit for its needs for many reasons, including:

They needed a company capable of handling unusual business requirements like the unique, dual target market situation GNCI faced:

Attracting distributors interested in adding the GNCI line.
Developing effective B2C messaging to attract end users to the website and find dealers near them.

They wanted a company with extensive experience in the B2B space and the capabilities to address B2C requirements.

Our proven record of turning complex marketing requirements into successful digital strategies.

They liked (and needed) our deep experience sorting through complex keyword environments.

Finally, they appreciated being able to work directly with our principals and team rather than being handed off to recent college grads with little practical experience.

The Solution

When GNCI turned to Digital 1 for help, we immediately created a series of goals aligned with GNCI’s objectives. Two of the goals included:

Our primary goal: Increase the number of dealers that come to the website and fill out the “Become a Dealer” form. GNCI’s objective was to expand its dealer network in target states, thereby increasing customer reach and sales revenues from its cabinet lines.

Our secondary goal: Bring individual cabinet buyers to the website to use the map tool to “find a dealer near them.”

Our Work Product

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With goals and objectives clearly established, we began building the solution in August. We focused our attention on the following:

Completing extensive keyword and market research around cab manufacturers, purchasers, etc., to identify the keywords most likely to support both B2C and B2B initiatives.
Identified 10 – 15 state-based geo-tracking targets.
Created keyword-enhanced campaigns in Google Ads for both “a Dealer” and “Find a Dealer” marketing and conversion efforts.
Developed new ad language and copy specifically tailored to find attract our targets.

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Designed and implemented new forms on dedicated B2C and B2B conversion pages.
Implemented individual conversion actions:
- Phone number tracking upon clicking on website links.
- Form-based conversion tracking to determine which campaign ads produced the desired results, and which did not.
- Map-based “Find a Dealer” conversion tracking.
Setup GNCI’s Google Tag Manager (GTM):
- Cleaned up the technical installation of their Google account
- Created a Google Tag Manager account.
- Moved all conversion tracking to the new GTM account.
- Connected the Ads account and tracker to the GTM
Implement Clickcease to avoid spam clicks and Captcha to stym form submissions.

The Results

After a 45-dday development and implementation period, GNCI reports the following results since the launch in October 2024:

1,234

1,234 total conversions

352

352 become a dealer leads

$167

25 leads per month in the first year

In the first 3 months following launch:

101 “total conversions” from Ads
38 “Become a Dealer” form submissions
$188.00 cost per conversion
12.66 “Become a Dealer” submissions/month compared to 2-3

In the subsequent 9 months:

1,133 “total conversions” from Ads
314 “Become a Dealer” form submissions
$35 cost per conversion
35 “Become a Dealer” submissions/month

What’s Next

Based on this impressive and sustained improvement, GNCI plans to expand its monthly Google Ads spend and increase the number of States we’re targeting to support the program’s continued success. For our part, GNCI has retained us to provide ongoing Google PPC and Ad Management services, and we have been tasked with building, launching, and actively managing all its Google PPC campaigns.

How Can We Help Your Business?

Digital 1 specializes in transforming websites, optimizing CRM systems, and helping manufacturers like you drive more inbound leads, improve sales processes, and increase revenue. Contact us today to discover how we can help your business thrive, just as we did for Great Northern Cabinetry.

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