--- title: Marketing Review — Nov 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-10-quarra-stone-marketing-call-100545892.md tags: - quarra-stone - marketing - google-ads - seo - content-strategy - quaritalia layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # Marketing Review — Nov 2025 Monthly marketing performance review with [[wiki/clients/current/quarra/_index|Quarra Stone]] and [[wiki/clients/current/asymmetric/_index|Asymmetric (AAG)]]. Covered Google Ads performance, SEO/organic traffic trends, content quality issues, and the upcoming Quaritalia website sync. **Meeting date:** ~Nov 2025 **Attendees:** Karly Oykhman (AAG), Melissa Cusumano (AAG), Lincoln Durham (Quarra), Lauren Pomaranski (Quarra), Avokerie Onorimuo (AAG) --- ## Overview The call was a monthly stats review plus alignment on several open items. Overall trajectory is positive — organic traffic is up and the website health score is strong — but two areas need immediate attention: a decision on whether to continue Google Ads given low search volume, and a critical sync with the Quaritalia Italy team to unblock the stalled website project. --- ## Key Decisions - **Google Ads — pause vs. expand:** Quarra (lldurham) to decide whether to pause campaigns or expand keyword targeting to broader, less niche terms. AAG noted that if campaigns continue, landing pages should be reworked and e-guides would help conversion rates. No decision made on the call; lldurham to follow up with Karly. - **Kill two blog drafts:** Two drafts with factual errors will be discarded rather than revised: - *Vols Quartzite in fine art* — the premise is factually incorrect; a replacement on Vols Quartzite in high-end residential was suggested. - *Hand tools / pointing* — draft conflated masonry pointing (grout joints) with stone pointing (chisel reference points); not salvageable as written. - **Blog pre-approval process:** AAG will share blog topic/keyword calendar with Quarra before drafting to prevent future accuracy issues. - **Eaton project page:** Kept as unlisted (not deleted) so it can be reactivated quickly if client approval comes through. --- ## Action Items - [ ] **lldurham** — Decide on Google Ads strategy (pause or expand); inform Karly so she can rework landing pages and add broader keywords if continuing. - [ ] **lldurham** — Email Karly the exact titles of the two blog drafts to kill/revise. - [ ] **Karly (AAG)** — Schedule Quaritalia sync for **Tues, Nov 25 at 8 AM EST** (2 PM Italy); invite Lincoln, Mark, and Melissa. - [ ] **Karly (AAG)** — Send blog topic/keyword calendar to Lauren and Lincoln for pre-approval. - [ ] **Karly (AAG)** — Draft "identity column" copy (per Lauren's email). - [ ] **Karly (AAG)** — Continue building email templates. - [ ] **Lauren** — Generate email signatures for all staff using HubSpot's signature generator; paste into Outlook. - [ ] **Lauren** — Send Karly placement instructions for the images already submitted. - [ ] **Lauren** — Secure approval to use the Obama video on the website; contact John Lupinos (L-U-P-I-N-O-S) via Josh Trump if needed. --- ## Google Ads Performance (Last 30 Days) | Campaign | Clicks | CTR | Notes | |---|---|---|---| | Fine Arts | 13 (highest) | ~4–5% | Most impressions, but still low volume | | Digital Fabrication | Low | **12.3%** | Well above ~5% industry average | | Retargeting | 0 | — | No cost; passive capture only | **Core issue:** Niche B2B keywords have inherently low search volume. The ads are performing well for the audience that does see them, but that audience is small. AAG's view: low spend means little harm in leaving them on, but expanding to broader keywords is worth considering if the goal is more volume. > *"B2B Google Ads are kind of difficult in that sense because most of the time as a business owner, you're not going to be searching for those things."* — Karly --- ## Website SEO & Organic Traffic (Last 30–90 Days) | Metric | Value | Notes | |---|---|---| | Site health score | 99 | Strong | | Domain rank | 33 | Down 1 pt; not concerning | | Organic traffic | ↑ Up | Trending positive | | Avg. search position | 13.2 | Slowly improving with optimizations | | Top linked page | Homepage | 802 links (mostly internal) | **Key challenge:** The site ranks predominantly for branded terms (searches containing "Quarra"). Goal is to build non-branded, top-of-funnel keyword rankings through new content and optimized existing posts. **Positive signals:** Project pages are performing well and contributing to domain authority. Blog and project content is trending up across the board. --- ## Quaritalia Website — Status & Blockers See also: [[wiki/clients/current/quarra/quaritalia-website-project|Quaritalia Website Project]] *(if exists)* **Current blockers:** 1. **Past-due invoice** from Quaritalia — lldurham to address in person during Italy visit. 2. **Missing project content from Frederica** — still outstanding; needed to complete site build. **AAG progress:** - Melissa is writing copy. - Developer is building mock-ups from the approved designs. **Critical sync — Tues, Nov 25, 8 AM EST (2 PM Italy):** - lldurham will be on-site in Italy Mon–Tue the week of Thanksgiving. - Purpose: resolve invoice, align on content deliverables, unblock development. - AAG attendees: Karly, Mark, Melissa. - Quarra Italia attendees: lldurham + Italy team (lldurham to forward invite internally). - **Note:** The existing Nov 24 meeting remains on the calendar for now; to be cancelled if no separate topics arise. --- ## Admin & Housekeeping - **MIT presentation video:** Link it on the news page rather than embedding — embedding an hour-plus video would hurt page load speed. - **Email signatures:** Use HubSpot's free signature generator to create and copy-paste into Outlook. Lauren to create for all staff. - **Eaton project page:** Unlisted (not deleted). Can be pushed live immediately upon client approval. - **Website images:** Lauren has sent images to AAG but needs to provide placement instructions before they can be placed. - **Content audit (typos/wrong project info):** Lauren found and fixed one error (in a title). AAG also has a team member auditing. Both sides to continue and flag anything found. - **Ms. Madison project:** Added to the website; categories corrected per Lauren's email. --- ## Context & Notes - lldurham mentioned wanting to keep adding project pages — these are among the best-performing content on the site. - Email marketing was flagged by Karly as potentially a stronger lead-gen channel than Google Ads for Quarra's B2B audience. Not a formal recommendation yet, but worth revisiting. - The Obama video (presumably featuring Quarra's work) is a potential high-value content asset for the website; approval is the only blocker.