As an entrepreneur, you want to get ahead. You want more brand awareness, more leads and more conversion. That is exactly the reason why Jelsan Wood and Alona Marketing started working together. Team Alona set up a new online strategy to bring in more orders. The intermediate score we are taking is very positive.
The family-run business Jelsan has been building up its business for 40 years. As a timber merchant, they make custom-made furniture from solid wood, in all shapes and sizes. From felling, design to processing, they strive for the highest achievable quality. Owner Sanjin Hadzalic looks positively at the results: "We think it is important that people looking for quality custom-made furniture find us better and better. That's why we also invest in our marketing. And compared to our 2020 and 2021 statistics, we are seeing considerable progress. We are being found better and getting more requests."
The Alona Marketing team focused on a new online strategy that included improving organic findability through SEO and generating more paid traffic through advertising (SEA and social advertising). Thanks to setting up a more specific social strategy, introducing structure and producing more content, we achieved results.
The family-run business Jelsan has been building up its business for 40 years. As a timber merchant, they make custom-made furniture from solid wood, in all shapes and sizes. From felling, design to processing, they strive for the highest achievable quality. Owner Sanjin Hadzalic looks positively at the results: "We think it is important that people looking for quality custom-made furniture find us better and better. That's why we also invest in our marketing. And compared to our 2020 and 2021 statistics, we are seeing considerable progress. We are being found better and getting more requests."
The Alona Marketing team focused on a new online strategy that included improving organic findability through SEO and generating more paid traffic through advertising (SEA and social advertising). Thanks to setting up a more specific social strategy, introducing structure and producing more content, we achieved results.
A key change in the ad approach is that we deployed more product-level campaigns, where previously they were more high-overhead. We also made a clear separation between offering inspiring content in the prospect phase and product-focused (conversion-oriented) content within the retargeting phase. As a result, we built a clear funnel. These changes led to strong performance during the peak months for the lumber business. Indeed, advertising costs were around 50 euros per offer in Q4 and Q1.
To be found better on Google, it is important to offer valuable content on the website, targeting specific and related keywords. That was where Jelsan had room for improvement. We built a clear menu structure with all categories and products. We then wrote high-quality SEO texts for these categories and customised products. The organic traffic got a significant boost and Jelsan is now in position 1 with 14 keywords.
The collaboration tastes like more. Sanjin Hadzalic: "We are making progress, but as an entrepreneur you always want more. In that respect, marketing is also about planting seeds and reaping even more in the long run. We look forward to that. The fact that Alona Marketing switches quickly by addressing all points immediately and is always available makes us feel like we are their only customer. There is also understanding towards each other. That makes the cooperation very pleasant."
Alona Marketing is committed to continuing Jelsan Wood's upward trajectory. By optimising ongoing campaigns, continuing to build on SEO results and deploying new channels. Like Pinterest, which we will now pick up for Jelsan Hout.
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