Classic Remodeling
Classic Remodeling is a Charleston-based remodeling company seeking to increase brand awareness, drive website traffic, and generate qualified leads. In 2024, King & Columbus executed a multi-channel digital marketing program spanning web analytics, paid advertising, programmatic display, and organic social media strategies, with the following core objectives:
- Increase brand awareness among Charleston homeowners and related audiences.
- Enhance digital presence through improved website traffic, engagement, and ad performance.
- Drive lead generation by reaching the right audience at the right time with relevant content and offers.
- Position Classic Remodeling as a trusted, top-tier remodeling provider with a strong personal touch and community connection.
Challenge
- Fluctuating CPCs (Cost per Click) and rising competition for core remodeling keywords led to varying engagement and acquisition costs throughout the year.
- Seasonal shifts in remodeling interest during summer vs. spring/fall months required flexible keyword strategies and ad copy adjustments.
- Maintaining user engagement on social platforms while balancing the storytelling approach with timely, visually appealing content.
Solution
Holistic Digital Strategy
- Search Engine Marketing (SEM): Dynamic keyword optimization, adjusting bids for seasonality, and rotating ad copy to highlight different service lines (e.g., kitchen remodels, bathroom renovations).
- Programmatic Display Ads: Ongoing retargeting campaigns to re-engage site visitors, emphasizing completed projects and client testimonials.
- Organic Social Media: Showcasing personal stories, behind-the-scenes posts, and employee spotlights to “humanize” the brand while leveraging strategic hashtags and seasonal content themes.
Robust Content Calendar
- Blog & Website Content: Posts around energy efficiency, quick DIY tips, and seasonal home remodel ideas.
- Social Media: Highlighting milestone events (team outings, client appreciation parties) and notable projects with high-quality visuals.
- Testimonials & Case Studies: Sharing success stories in posts and ads to demonstrate credibility and quality workmanship.
Continuous Data Analysis & Optimization
- Monthly performance reviews to quickly pivot content focus and ad spend based on traffic sources, landing page performance, and audience engagement.
- Tracking engagement metrics on both paid and organic channels to refine creative assets, messaging, and target audiences.
Quarterly Results & Highlights
Q1
Website Sessions: ↑ 21.32% QoQ
Primarily driven by display ads and organic traffic from Google and Bing.
Q2
Average Engagement Time: ↑ 236.36%
Suggesting fewer users overall but higher quality sessions and deeper visits.
Q3
Website Sessions: ↑ 6.01% QoQ
Driven by both display ads and organic channels.
Engagement Rate: ↑ 3.34%
Consistent improvement across users from various sources.
Key Takeaway: Session volume and engagement trends improved again, reflecting the impact of refined ads, updated seasonal keywords, and strong testimonial content.
Core Success
Boosted Brand Visibility
Consistent increases in sessions (Q1 +21.32%, Q3 +6.01%) and the overall upward trend in engagement confirm stronger brand reach.
Improved User Engagement
Despite a dip in Q1 engagement time, Q2’s 236.36% jump and Q3’s continued improvement show an effective pivot in content quality and targeting.
Effective Social Storytelling
Posts that humanized Classic Remodeling—team introductions, client testimonials, and community outings—secured higher engagement and strong audience resonance.
Adaptable Advertising
Ongoing optimization of SEM and display ads to account for CPC fluctuations and seasonal remodeling demand.
Community-Focused Content
Events (like the RiverDogs outing and Client Appreciation Party) and user-centric stories deepened brand affinity.
In 2024, Classic Remodeling benefitted from a dynamic, data-driven marketing strategy that balanced brand storytelling with targeted campaigns. While challenges such as fluctuating CPCs and seasonal remodeling interest required ongoing adaptation, the year concluded with solid increases in key engagement metrics, meaningful social media traction, and a strong foundation for 2025. By refining content strategies, leveraging authentic social proof, and continually optimizing paid channels, Classic Remodeling can maintain its growth and further establish itself as a trusted remodeling leader in Charleston and beyond.
Testimonials
I feel a lot of pride in the work we do at Classic. There’s a saying in the shop, “There are industry standards and there are classic standards” – We set the bar pretty high around here.
Jason Wagner
Production Manager
We hired Bob Fleming and Classic Remodeling based upon a strong recommendation from a person in the neighborhood. They said it was a wonderful experience working with Bob and the crew, which is certainly not what we heard from other neighbors about their other contractors. Hence we didn’t even shop around. We wanted first-class work ,and we got it.