Dante Galli S.r.l. is a historical artisan company with a family tradition, which designs and produces high-quality upholstered furniture and curtains entirely handmade.
Case History
Dante Galli S.r.l. is a historical artisan company with a family tradition, which designs and produces high-quality handmade upholstery and curtains. With over forty years of experience, a passion for a job well done and a love for detail.
Needs
The customer needed to align its online image with its offline one. Furthermore, they wanted to effectively communicate their services on social media and expandthe customer base, and they organized their customer data.
Solutions
We created a new website for him, coordinating updates on social media with articles published on the blog. In addition to that, we implemented HubSpot for him, a CRM with which to easily manage customer data.
Results
The customer has achieved the objective of aligning the online image with the offline one, expanding its communication channels and exposing its offer in the best possible way. He took advantage of digital to allow customers to get in touch more easily with his reality.
The brief
Dante Galli S.r.l. had the need to:
Align their online image with their offline image.
Communicate their services more effectively, using social channels.
Exploiting the potential of the web and to increase the number of architecture and interior design studios with which to collaborate.
Collect and organize customer and employee data in a CRM.
The solution
Creation of a new company website
Through a new corporate website and a new social media marketing plan we have aligned the offline reputation of our client's luxury products with the online one.
To communicate online the value of the company's unique artisan productions and the brand's belonging to the luxury craftsmanship sector we have carried out various actions.
outlined the client's buyer personas, defining the characteristics and habits of their ideal collaborators (architecture and interior design studios).
defined and developed the marketing strategy, focusing on the communication of the artisan skills that Dante Galli S.r.l. offers to its customers.
created a wireframing (initial model of representation of the website) of their site, in order to dedicate each page to deepening a different service or specific competence.
created a successful path through the definition of objectives in collaboration with the customer.
Among the main objectives of this plan:
Enhancement of the quality of the service through the communication of the made in Italy.
Development of a luxury marketing strategy.
The main objective of the client was the creation of collaborations with architectural firms looking for a trusted supplier: in this case the communication was therefore aimed at other businesses (B2B). To build a high converting B2B site it is not enough to get high traffic on the website, you need to understand psychologically what triggers people and what drives them to take a certain action.
We studied what the target is looking for when looking for suppliers like Dante Galli and how they make decisions. Based on this data, we presented the company, shedding light on how Dante Galli can solve their problems and help them achieve their goals.
Therefore, to be sure that site visitors collected the right information to understand the company's value proposition, we eliminated unnecessary content, highlighted the relevant ones and thus provided a clear offer of value.
Here's how we made sure the website produced the results Dante Galli needed to achieve its goals:
1. Capture the attention of potential new collaborators from the first moment
We used the homepage of the site to make architects and interior designers understand in a few seconds the quality of the service offered, explaining the products and services offered, both through text and through images of the products, shown individually or placed in refined settings.
In this way, the potential collaborator unconsciously understands the offer and the target audience immediately after visiting the site.
2. Understand the exact needs of the target audience
People naturally gravitate towards statements that describe them. Then, once the objectives of the people who come to the site have been identified, with content specifically designed for architects and interior designers, we provide answers and solutions to their specific needs.
3. Outline the process
We have told the story of our client's brand in a clear and simple way, but at the same time in an attractive and impactful way, to capture the attention of users who browse the site.
4. Attract new collaborators
For the launch of the website, we have drawn up a new social media marketing strategy, to encourage the arrival of the heads of architecture and interior design studios to the site.
To communicate Dante Galli's belonging to the luxury furniture sector, we have selected images provided by the client that show exclusive furnishings and the unique know-how of the artisan company. The images shared on social media, as well as the text that accompanies them, are consistent with Dante Galli's image: they are aimed at presenting an artisan knowledge that represents the essence of Made in Italy quality.
We therefore managed the customer's social profiles, specifically the Facebook page, the Instagram profile and the LinkedIn page, and made them showcases capable of showing the product at every stage of processing. Social networks have become showrooms open 24 hours a day, which allow the target to contact Dante Galli at any time.
5. Convert leads on website and create sales leads
Blogs are an important resource in conversion, that is, in transforming potential suppliers into actual suppliers. The contents created specifically for the client responded to three needs of Dante Galli's final target:
Interior design-themed content: we have created content of interest to the target, highlighting the contribution of unique furnishings such as those produced by Dante Galli to the enhancement of environments.
Skills content: This type of content is aimed at demonstrating Dante Galli's craft and industry knowledge. Through these contents, the final target was able to confirm the artisan competence of Dante Galli.
Contents on maintenance: we have finally thought of practical contents, to solve problems common to those who work in the furniture sector. This type of content was also able to attract traffic to the site, being able to answer common and widespread problems (e.g., how to care for leather furniture), and in this way we spread awareness of the brand beyond the group target.
Corporate CRM platform
With the organization and segmentation of contacts using the HubSpot CRM platform, we have created a customer-centric strategy for the client, based on the preferences of its target. HubSpot provides several tools that, for example, notify you when a potential customer opens their email or when they visit your website.
Therefore, by implementing the platform, the goal was to create a portal that encompassed data from different sources and to have easy access to all the information collected over time on a specific contact, to be prepared for the requests of current collaborators or of potential ones.
HubSpot CRM, thanks to a centralized view of the customer, allows you to understand how and when to provide value to your contacts or customers.
Through HubSpot's CRM we have:
collected data from multiple sources (email, campaigns, social...) in a single portal.
segmented Dante Galli's target based on individual characteristics or preferences.
monitored the progress of the strategy based on the results collected.
constantly improved performance and the luxury customer experience.
The purpose of using the HubSpot CRM was to manage Dante Galli's contacts, in order to organize them according to their characteristics and preferences. We used this data to identify future customers, understand their needs and wants, and create an effective marketing strategy to reach them.
LinkedIn Ads campaigns
LinkedIn Ads campaigns helped Dante Galli reach its target audience. We constantly monitored the progress of the campaign and optimized it based on specific customer requests. Furthermore, by integrating the social network with the HubSpot platform, we have studied the trend of marketing initiatives and made Dante Galli's strategy more efficient and effective. The company has managed to target ads to their ideal customers.
The result
Dante Galli's renewed online presence has made it possible to achieve the client's first objective: to align its offline reputation with its online one, bringing its skills and knowledge to the web and communicating the services offered in the best possible way. To confirm this new idea of alignment between the digital and the physical world, in the spaces where Dante Galli's unique pieces are exhibited, it is possible, via a QR code, to connect to the site and book an appointment.
Furthermore, thanks to our SEO services, posts published on social networks (LinkedIn, Instagram and Facebook) and paid LinkedIn Ads campaigns, the page has started to generate traffic and reach the desired target. In fact, the way in which architecture and interior design studios look for suppliers has changed definitively, offering the target the possibility of finding Dante Galli online on various channels has made it possible to meet the needs of the future collaborator even before making contact.
With a B2B social media marketing strategy, we supported the client in the creation of distinctive content, including ad hoc articles and posts for the target audience. Due to the refinement of the final product, some companies operating in the luxury sector are still reluctant to approach the digital world. Nonetheless, a careful and ad hoc selection of contents, in addition to confirming the quality of Dante Galli's know-how, has allowed the client to expand its online presence, reach international collaborators and confirm the prestige of the service offered.
Finally, with the implementation of HubSpot, the client was able to organize and segment the new leads generated by digital marketing activities in a single CRM platform. It then identified their preferences, providing them with an increasingly personalized offer of services and products.
Thanks to the use of HubSpot CRM, an extremely simple and effective platform at the same time, the company was able to highlight the client's unique services and products.
We have implemented tools specifically designed for building valuable relationships, such as free meeting scheduling, custom email templates, click-to-call functionality and much more. In this way the connection with potential collaborators was easy and effective.
We have created a significant online presence that educates customers, attracts them, retains them and ultimately generates collaborations.
Integrated services:
Monitoring and notifications by email
Monitoring of potential customers
Meeting planning
Custom dashboards
Company insights
Ekeria is by your side to help you implement your online presence. Book a free consultation now.
