SEAMLESS OVERLAYS

The business

Since 1999, Seamless Overlays has been the exclusive Australian suppliers of innovative surfacing products. The most popular product offering is the X-Bond Microcement coating for floors, walls, ceilings, and joinery. They also train applicators all over the country in the installation of their products.

This is a case study on the progress of our first three months as their digital marketing team.

The brief

Impressed with our work for Alt Surfaces (one of their installers), Seamless Overlays engaged Lure to create a full-scale digital marketing strategy. This now includes the ongoing management of social media content creation and scheduling, SEO, and paid advertising. Add-ons include website building, copywriting, and email marketing campaigns.

Their main goal was to see an initial growth in customer enquiries, inbound website traffic, and social media reach.

In the first three months:

  • Monthly product enquiries increased by 288%

  • Monthly training enquires increased by 475%

  • We built an SEO-friendly website from the ground up using Square Space and actioned initial Content, Technical, and Link Building Strategies with a focus on keywords and site structure.

    In the first three months:

    • Seamless Overlays ranked for 86 new keywords

    • Monthly inbound website traffic hit a growth rate of 27% — anything >10% is considered high

    The next stage involves ongoing optimisation to build on this initial progress.

  • The main focus of the first stage of Seamless Overlays’ Instagram strategy was to reach and engage new audiences. The grid features original reels and carousel posts created by our team, as well as the client’s own assets.

    In three months:

    • Instagram reach increased by 176%

    • Content interactions increased by 323%

    In the next stage, we’re working closely with a photographer to capture new content for the client to nurture social leads.

  • Our targeted ad campaigns have been directly responsible for increasing website submissions, inbound traffic, and social media reach.

    What we’re most proud of? In the first month, our ads alone generated over double the product inquiries compared to all channels combined in the previous month!

    Our average number of monthly enquiries from Meta is consistently between 200 and 300!