The Challenge
Upon reviewing and taking over the 1825 Interiors digital marketing strategy, the 121 Group team identified several key opportunities for enhancement across multiple channels:
SEO: The SEO team recognised the potential to boost visibility in a competitive market, where established furniture brands like Amart Furniture and Freedom dominate. By focusing on non-branded keywords and optimising Google My Business listings, the team aimed to significantly improve organic search performance and increase foot traffic to physical stores.
Google Ads (SEM): The SEM team observed that the existing Google Ads account had room for growth, particularly in moving beyond short-term promotions to establish a more consistent, always-on strategy. By expanding the targeting beyond bottom-funnel traffic and exploring new customer acquisition strategies, there was a clear opportunity to scale and drive long-term growth.
Meta Advertising (Facebook & Instagram): 1825 Interiors had a solid foundation in Meta advertising, but there was potential to further enhance profitability and scale. By implementing a full-funnel approach and optimising budget allocation, the team saw an opportunity to drive consistent growth and maximise the return on ad spend.
Email Marketing: With a valuable customer database already in place, the focus was on elevating the email marketing strategy. By introducing segmented workflows and tailored messaging, the team aimed to deepen customer engagement, strengthen loyalty, and boost revenue through more targeted and effective communication.
Each of these areas presented a significant opportunity to unlock further growth for 1825 Interiors, positioning the brand for sustainable, long-term success.
The Solution
In the initial phase of our partnership with 1825 Interiors, the 121 Group team implemented several key strategies across multiple channels to drive growth and improve performance:
SEO: The SEO team began by focusing on optimising the most impactful product collections, conducting in-depth keyword research, refining metadata, and enhancing content. We launched a targeted link-building campaign to increase the authority of key commercial collections. Additionally, we prioritised the optimisation of new products to ensure they were quickly indexed by Google Shopping and organic search. Regular technical audits were conducted to maintain the site’s performance and ensure it met the latest SEO standards.
Google Ads (SEM): Recognising the need for a more structured approach, the SEM team transitioned to an always-on strategy that included campaigns across Search and Shopping networks. By pausing the previous reliance on short-term promotions, we rebuilt the consumer funnel to target all stages of the customer lifecycle. This included optimising ad copy, resolving shopping feed issues, and experimenting with various campaign types to maximise reach and conversions. As a result, we identified winning strategies that allowed for safe and economical scaling of the account.
Meta Advertising (Facebook & Instagram): The social team identified and corrected inefficiencies in 1825 Interiors’ paid advertising strategies on Facebook and Instagram. We introduced a robust testing cycle to determine the top-performing creative content and audiences. This data-driven approach enabled us to fine-tune the campaigns, focusing on nurturing and converting customers at every stage of the online sales funnel. By scaling the high-performing segments, we established a predictable growth pattern that allowed the business to confidently invest in further expansion.
Email Marketing: To enhance the effectiveness of 1825 Interiors’ email marketing efforts, the team designed and implemented a series of targeted workflows to engage new customers, build loyalty, and re-engage past customers. We collaborated with their in-house designer to ensure that content and design were aligned with best practices, creating a seamless user experience that reinforced the brand’s identity. Additionally, we launched multiple campaigns each week to maintain customer awareness and drive consistent purchasing habits.
These comprehensive solutions laid the foundation for sustained growth and positioned 1825 Interiors for continued success in a competitive market.
The Result
1825 Interiors has experienced substantial growth across multiple digital marketing channels, including SEO, email marketing, paid advertising, and conversion rate optimization. Their strategic investments in these areas have led to significant improvements in revenue, engagement, and customer acquisition.
In the past year, 1825 Interiors has seen a remarkable 72% year-over-year (YoY) revenue growth from SEO, comparing EOFY24 to EOFY23. This growth has been fueled by an increase in referring domains, which jumped from 304 to 675, and an expansion in high-ranking keywords, with 479 keywords now ranking in the top 3 positions on search engines. This boost in organic visibility has significantly contributed to increased website traffic and customer acquisition.
Email marketing has played a crucial role in driving revenue growth for 1825 Interiors. Between 2022 and 2023, the company recorded a 198.71% YoY increase in revenue attributed to email campaigns. Additionally, the brand has successfully scaled its email outreach, with a 182.66% YoY increase in total email flow recipients, allowing them to reach and engage a larger audience with targeted campaigns.
The combination of organic and paid strategies has led to increased visibility, higher engagement, improved conversion rates, and a more efficient advertising spend.
DO YOU WANT RESULTS LIKE THAT?
Let us help you grow your healthcare business faster with proven and robust digital marketing solutions.