With just six employees and no in-house marketing team, The Tierra Group relied on outside expertise to drive its digital strategy. But its previous agency left the team with more questions than answers, delivering limited visibility into performance and little strategic guidance.
“The Tierra Group team reported strong site traffic but low conversions, prompting further analysis," said Lauren Weiss, Senior Account Executive at Multiview. “Audits revealed that most traffic came from broad, consumer-focused searches driven by past content strategy, signaling to Google that the business served consumers rather than B2B buyers—ultimately attracting high volume but the wrong audience.”
Multiview rebuilt The Tierra Group’s SEO and content strategy to attract business audiences rather than broad consumer traffic. This included a website redesign, technical and on-page SEO improvements, AI-assisted blog content through Content Studio, and ongoing LinkedIn and Facebook management.
Using audience and keyword analysis, content shifted toward industry-specific topics and searches to better align with purchasing and supply chain professionals in the food and beverage industry.
The partnership also provided greater transparency into performance through monthly reporting and ongoing collaboration, giving The Tierra Group clearer visibility into website traffic, keyword performance, and lead activity.
Working with Multiview has been pretty seamless. You explained what you were going to do, how you were going to do it, and you guys have performed. It’s exactly what we needed.
— Andrew Larson, Accounting & Finance, The Tierra Group
The Results
After implementing this new strategy, the company saw gains in both website traffic and lead quality. The Tierra Group gained 278 leads, with 20 converting to new customer accounts. Given their average sales cycle of 6+ months, the team saw this as a major win.
For the company’s lean team, the partnership also brought much-needed visibility into marketing performance, giving leadership clearer insight into what was working and where to focus next. “We know every single metric of our website: how we’re performing better, where we’re performing better, what we can improve,” said Andrew Larson.
As The Tierra Group continues expanding its spirits business and exploring new ingredient markets, the company now has a scalable digital foundation to support future growth and reach the right buyers along the way.