The Need:
The new Brolly brand was up and running with a website, sales materials, and inbound marketing, but we needed to expand our reach. Most importantly we needed to hit two key areas: new distributor verticals in the B2B trade show market, and the festival market. As Marketing Manager, I sought to continue to grow brand recognition in these areas as well as establish Brolly as a thought leader in these growing markets.
The Remedy:
To accomplish these goals I implemented a digital marketing campaign with three prongs: 1. search and display advertising, 2. social media thought leadership, and 3. retargeting key audiences.
1. Search and Display Advertising
To increase brand awareness, and begin to establish Brolly's value propositions in the minds of our targeted market I implemented a cross-platform campaign via Google AdWords and Display Network. These ads stayed high-level while highlighting one key feature at a time to create an irresistible offering. These display and search ads, all designed by yours truly, were then paired with a series of targeted landing pages designed to turn first time visitors into conversions.
A smattering of...
...brand building...
...display ads.
2. Social Media Thought Leadership
To begin, I deployed the Brolly brand across the networks where market studies indicated our prospects spent the most time: Twitter, LinkedIn and Facebook. Each profile was set up to blend in seamlessly with the brand, but still play to the strengths of the respective platform. It was on these platforms that I really integrated our inbound marketing efforts with thought leadership. I would frequently curate new industry content that opened alleys for discussion about our areas of expertise, especially where they fit in with our inbound materials.
By coupling curation with contracted (and self-produced) blog content, I was really able to open up the productivity of our social channels. I brought on several freelance writers with whom I would outline blog content to fit in our strategic communications calendar.
Some promotional material...
A spin-off of our Event Data Assessment campaign.
...for our two inbound guides.
Social media showcasing our extensive blog posts.
3. Retargeting
Now, it's common knowledge that many website visitors won't convert on their first visit. You have to pay a little into the relationship first. So, to not loose these qualified viewers I turned to retargeting via Adroll. With these more targeted, and more expensive, ads I focused on specific things that would set Brolly apart from our competitors. Our guides and the specific value propositions of different features were all frequently displayed to these targets. Of course, each ad brought the prospect directly to a targeted landing page, knowing they were a little further along in their decision making process than new targets, aimed at our ultimate web conversion: product demo.
Some of our...
...retargeting ads.
The Results:
“120% increase in monthly leads captured.”
During 2016 I managed all of these campaigns in concert and ultimately it lead to a 120% monthly increase of leads captured on the website. But there's a little more data we can delve into...
Paid Search: Improved monthly CTR by 93% (compared to a 3rd party service we used for the first couple months).
Display Ads: My optimization increased monthly impressions 136%, and CTR up by 38%, all while on an identical budget.
Social Media: On LinkedIn some key tweaks increased monthly reach by 848% with just a 78% in budget.
Retargeting: Ad and landing page finessing allowed me to increase clicks 210% and conversions by 110% with the same budget.
Suffice to say that I'm a known tinkerer, who always loves squeezing the most out of a marketing budget.
UPDATE: Brolly has since been acquired by Australian tech powerhouse Perenso. Much of my work has migrated to their site as Perenso's Trade Show Solution.
