DiamondBlade Knives
Case Study
Since its inception, DiamondBlade Knives has pushed the boundaries of blade making. Born from a passion for the outdoors and an insistence on excellence, the company evolved from Knives of Alaska’s early experiments—with the goal of crafting the sharpest blade possible—into pioneering its own patented extreme forging technique: Friction Forging®. Every DiamondBlade knife is engineered in Denison, Texas, marrying rugged durability, precision design, and artistry. Built to perform in the most demanding conditions, each knife becomes more than a tool—it’s a trusted companion.
The Challenge:
• Limited online visibility before 2024, a well established company with a much needed updated site.
• Outdated website that wasn’t converting traffic efficiently.
• Google Business Profile underutilized, with little local engagement.
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How it Started
2023
New Opportunities
Growth Facilitated
NuSet had no KPI’s when they came to us, which meant we had to educate the owners on what a successful campaign looked like.
One of the most exciting moments was on Day 5 of a five figure campaign, when enough leads had been generated to cover the cost of the month-long campaign. This left 26 remaining days to bring in a positive ROI.
2021
NuSet was acquired in January of 2021 and NTM continues to champion their digital marketing efforts alongside the new owners, having helped them start 3 additional locations.
Services we provided
Our partnership began with a full website revamp to improve usability and drive conversions. From there, we focused on strengthening visibility through SEO and Local SEO, ensuring the brand could be found both nationally and locally.
To support long-term growth, we layered in ongoing email marketing campaigns, professional photography and video content creation, and consistent social media marketing. This combination allowed us to engage audiences across multiple touchpoints and build a stronger digital presence.
Website Development
SEO + LOCAL SEO
Email Marketing
Content Creation (Photography + Video)
Social Media Marketing
Challenges Overcome
One of the biggest challenges we faced was overcoming stagnant growth and limited visibility online. The existing website struggled to convert visitors, the Google Business Profile had little to no engagement, and marketing campaigns were not delivering consistent results.
To move forward, we had to completely revamp the digital experience while working within a competitive market. This meant rebuilding the website, optimizing for both national and local SEO, and creating fresh content to reintroduce the brand to customers.
The Result
Client Reaction
According to Charles Allen, owner of Knives of Alaska, New Tab “outlined the path forward,” identified key weaknesses, and set a clear plan to grow sales. He says the team has “worked hard for us,” delivered innovation, and ultimately “brought us into the modern world.”
- Sales Growth (Units & Orders)
- Sales grew +66% year-over-year (2024 vs 2023) following the website relaunch and GBP optimization.
- Seasonal promotions amplified this growth — for example:
- September +179% YoY
- December +144% YoY This shows that beyond overall growth, strategic campaigns drove 2–3x higher sales spikes compared to baseline months.
- Top products sold: Commander Auto, Fury Auto, Summit Folder, Patriot Auto.
- ️Website Traffic & Visibility
- Organic impressions grew from ~50K per month (early 2024) to over 1.63M in 12 months — a +2,500% increase.
- Total clicks reached 38K, with CTR holding steady at 2–3% despite massive traffic growth.
- Top performing queries (by CTR + position):
- Diamondblade knives → 77% CTR, Position 1.0
- Diamond blade knives → 68% CTR, Position 1.0
- Surge knives → 46% CTR, Position 1.0
- Surge knife → 44% CTR, Position 1.0
- Friction forged knives → 47% CTR, Position 1.0
- Google Business Profile Engagement
- Interactions increased +1,000% in the first month after optimization.
- Website clicks from GBP doubled (+120% growth) between March 2024 and August 2025.
- GBP evolved into a direct sales channel, with measurable tracked conversions.
Insights before revamping the website
Insights after revamping the website
