Advertising and Organic Promotion of the Honman Website

Online promotion of a case furniture factory in Bryansk. Advertising campaigns and SEO promotion

Industry

Furniture factory

Geography

Russia

About the Company

The Honman furniture factory was founded in 2012. The company designs and produces case furniture based on standard and custom-made projects.

The enterprise has its own production facilities and cooperates with major Russian and international suppliers.

The main distinguishing feature of the furniture factory is the high quality of its products and a team of professional designers. This allows the company to produce custom-made furniture for the most discerning tastes.

At the moment, the company includes the furniture factory and several furniture showrooms in Bryansk and Oryol.

In recent years, the enterprise has expanded, and the management decided to modernize the company, focus on branding, and develop a new website.

Objectives:

To create a stable flow of targeted traffic to the website, ensuring reach, brand awareness, and conversions.
To attract new traffic to the website and retain it, increase visits from the target audience, and grow the number of inquiries from the website.
To create an appealing brand image and increase customer trust through thoughtful reputation management.
To improve the website for effective organic promotion in search engines.
To develop a semantic core of key queries and distribute them across landing pages.
To generate unique visual and text creatives for advertising campaigns.
To analyze promotion results: evaluate traffic cost, lead cost, conversions, and lead sources.

Tools:

Yandex.Direct advertising campaigns
- demand and competitor analysis using Wordstat and review of ad listings in search results;
- audience segmentation by geography, gender, age, interests, and search context;
- setting up goals in Yandex.Metrica;
- launching Search advertising campaigns;
- launching advertising campaigns in the Yandex Advertising Network, including retargeting.
VK Ads campaigns
- building a target audience profile (age, interests, GEO, behavior);
- creating an interaction funnel: reach → engagement → visit → conversion;
- setting up the VK pixel and conversions for performance tracking;
- configuring audiences;
- launching advertising campaigns aimed at driving traffic to the website.
Generation of visual and text creatives, hypothesis testing
- research and analysis of competitor creatives and visual trends in the furniture industry;
- developing a creative concept based on the behavioral characteristics of the target audience;
- generating photo and video creatives using neural networks, adapted for Yandex and VK platforms.
Yandex.Business tools and reputation management
- motivating customers to publish reviews for two branches on Yandex Maps;
- regular work with reviews and objections;
- updating information in the profiles of both branches (photos, prices, product and service showcases);
- launching advertising campaigns in Yandex Business.

Results:

1. Growth of organic and paid traffic

The number of new and returning users on the website increased threefold. The chart shows the period starting from June, when ads were inactive, and July, when the campaigns were launched.