Walcraft Cabinetry
B2B/DTC Marketing Audit & Conversion Strategy
The Context
Walcraft Cabinetry sold ready-to-assemble and pre-assembled cabinets to two markets: trade operators through dealer plans and homeowners through direct purchases, free designs and quote requests.
The Constraint
The brand already had search rankings, social followings, useful content and customer proof. Its messaging, channel roles and conversion paths were not sufficiently differentiated for two very different buying cycles.
My Role & Scope
- Audited the website, SEO and seven social/discovery channels.
- Analyzed dealer and homeowner needs, economics and buying behavior.
- Defined channel roles, goals, KPIs, content strategy, funnels and buyer journey.
- Built a cross-platform content plan and activation sequence.
Key Evidence
DUAL-MARKET GROWTH THESIS
Existing visibility → relevant audience story → useful content → explicit next action.
What I Built
Integrated Audit
Website, SEO, Facebook, Pinterest, YouTube, Instagram, Twitter and Houzz reviewed across channel and content patterns.
Audience Model
Homeowner and dealer profiles, problems, goals, buying cycles, order patterns and content preferences.
Competitor View
RTA Cabinet Store, Wholesale Cabinets and Lily Ann Cabinets reviewed for channel and content patterns.
Goal & KPI System
Dealer sign-ups, homeowner inquiries, lead conversion, reach, impressions and engagement.
Content System
Education plus promotion; video, humanization, UGC, collaborations, communities and repurposing.
Funnel & Journey Map
Channel-specific paths for dealer plans, free designs, samples, quotes and nurture.
The plan turned an existing digital footprint into a dual-audience demand system.
Capability Proven
- Integrated audit across website, SEO and seven social/discovery channels.
- B2B and DTC segmentation using buying behavior, sales mix and conversion timing.
- Brand and message recommendations tied to specific conversion actions.
- Cross-platform content strategy, repurposing and community design.
- Goals, KPIs, funnels and staged activation planning.