Pierson Workholding Case Study
MAKING WAVES
IN THE CNC INDUSTRY
THE PROBLEM
Pierson Workholding’s owner, Jay Pierson, was looking for ways to increase sales of his products to the machining community. Jay had a hunch a large audience that could be future customers lived on Youtube, but he lacked the time to come up with a strategy and produce bi-weekly content.
Without producing video content, he would lose out on the needed sales to grow his company.
We worked with Jay on video content to keep viewers entertained, optimized his channel with Youtube SEO and eye-catching thumbnail designs to maximize viewer conversions.
THE RESULTS
Jay reported that within that time, 35% of his sales originated from his Youtube videos.
THE STORY CONTINUES...
With the success of Youtube, Jay wanted to increase his presence on Instagram and other social media platforms to reach new potential customers. We worked with Jay to create a posting strategy that both promoted his products and Youtube channel, while also reposting community work using his products.
In just 90 days, we increased the number of accounts reached organically to over 330k and grew his following by over 15%.
Since beginning in April 2021, Pierson Workholding’s social profiles have seen:
WHAT ABOUT DIRECT SALES?
After building a strong presence on YouTube and social media with Stoke Light, Jay wanted to turn that audience growth into a scalable system for driving product sales.
While YouTube growth created brand visibility, Jay needed a reliable and trackable way to convert awareness into direct sales for his high-value machining products. Traditional marketing methods weren’t optimized for conversions, leaving untapped opportunities to drive qualified buyers into the funnel.
THE FINAL PLAN
We developed a multi-tiered SEO and website optimization strategy:
Audience Segmentation
We built segmented audiences including website visitors, YouTube channel viewers, recurring viewers, and subscribers with retargeting windows extended up to 550 days.
Data & Tracking
Set up advanced conversion tracking to follow user journeys from video engagement and display impressions to website “checkout cart”.
Retargeting Strategy
Re-engaged warm audiences across YouTube and the Google Display Network, ensuring ads were shown to those most likely to purchase.
Search Optimization
Provided additional optimization support for Google Search Ads to capture qualified traffic outside of video and display campaigns.
THE RESULTS
Return on Ad Spend (ROAS)
exceeding 50:1