“ANTIDARK's collection is characteristic, minimalist and timeless" begins ANTIDARK's own "About Us" description. And that is precisely appealing to the segment seeking professional lighting in premises, salons, and other places where the details is crucial to the overall experience.
"MCB was involved from the beginning when we had to build our digital marketing. We started by conducting a competitor analysis and keyword analysis. And there was no doubt that we should get in touch with Flemming, as he has broad experience from both the B2B and B2C worlds.
Together with MCB, we are very data-driven. Every month, we receive an analysis that tells us how we are progressing towards the goals we have set up. It is a good basis for making the right decisions and working on what makes sense for the business.
We have achieved great results! It should be highlighted that we now rank number 1 on Google for several different keywords within our industry - we were previously not to be found.
We do not feel like just a customer among many at MCB. It has always been and still is a collaboration where we collectively strive for the good results that can be measured on the bottom line."
DIANA ERLANDSEN, MARKETING MANAGER AT ANTIDARK
Since 2019, ANTIDARK has existed as an independent brand designing lighting and lamps - always with a focus on customer satisfaction, feedback, and dreams, so the business can improve and develop. The right atmosphere and perfect lighting are crucial, and therefore, it is essential that design, quality, and demand go hand in hand.
However, lighting and lamps are about more than just a beautiful and aesthetic look. Lighting shapes a room, and for ANTIDARK, it is important that all products embody the company's DNA.
Today, high-quality lighting is offered to two segments.
The first segment includes retailers and webshops that sell interior design, furniture, and therefore also lighting, while the second requires professional lighting. That is, lighting in stores, salons, etc. And it is this pro-segment that ANTIDARK has focused on creating more awareness around in collaboration with MCB's SEO and B2B expert, Flemming.
Until 2 years ago, ANTIDARK only existed to a limited extent online, and marketing was not part of the business strategy. However, that changed with a new website, and soon after, there was also a need to use the common digital marketing disciplines - including SEO.
It can be difficult to generate attention in a highly specialized segment, especially when entering a market as a relatively new company with a name that is not yet well-known. Therefore, the disciplines within digital marketing have been crucial to the success that ANTIDARK enjoys today as an established company with a highly specialized customer base.
With prior knowledge of Flemming and his experience in both B2B and SEO, it was clear that he should guide ANTIDARK with his skills. He started by conducting various analyses to create a foundation for the company's online positioning. Based on this, it was also possible to develop realistic goals for future approaches and initiatives.
The analyses included competitor analysis and general SEO analysis - all with a focus on the pro-segment and the keywords that can help lead ANTIDARK on a growth journey with the B2B segment. In addition to a focus on very specialized B2B keywords, efforts were also made towards link building to really establish ANTIDARK as a name within the right target audience.
Based on Flemming's analyses, it has been possible for ANTIDARK to create and edit texts and other relevant content such as product descriptions to include strategic, relevant keywords, phrases, and sentences. The current results therefore depend on a successful collaboration between Flemming and ANTIDARK.
Flemming has constantly provided the advice and guidance that has led ANTIDARK towards the next step on their growth journey. And ANTIDARK has always been ready to try new ideas to clarify what works for the pro-segment.
And the collaboration continues, of course. Flemming and ANTIDARK meet monthly to dive into results, discuss other/new approaches, and further work with the analyses, which Flemming ensures are up-to-date.
The SEO efforts and the specific focus on the pro-segment have obviously paid off.
Before the collaboration between MCB and ANTIDARK was initiated in late summer 2022, it was not easy to come across ANTIDARK in Google search results. The ranking was far from impressive. But fortunately, that is not the case now!
ANTIDARK is currently experiencing some of the absolute best results. From almost not being shown in Google searches, ANTIDARK now ranks #1 for many of the keywords that have been targeted. This means that ANTIDARK has gained more attention and is being discovered by the pro-segment. ANTIDARK is able to convey that they have an expertise in lighting and that their specialists and products have a place in the market.
In addition, more people have taken notice of the products. They meet the highest standards and have a quality that historically has led to few complaints. And let's not forget that the price is good, while the delivery is fast.
Therefore, the good results are not only due to a focus on increased traffic, but on what is good for a business like ANTIDARK. Therefore, it is the good traffic and the goal of more relevant conversions that have led ANTIDARK in the right direction.
In addition to the good rankings, the number of visits to ANTIDARK has also increased, which means that a good foundation has now been laid for a well-functioning strategy. A strategy that ANTIDARK dreams of replicating beyond the Danish borders. Why not do more of what works?
In the future, the goal is also to add further marketing disciplines to the effort, and particularly Google Ads is in focus.