Marketing Strategy

These are different types of strategies I’ve used to help clients improve their marketing strategy.

  1. I used SEO to increase traffic over 33%.
  2. I improved acquisition marketing strategies 40% using Facebook.
  3. I used a localization strategy to improve lead quality.
  4. I improved the funnel to convert 34% more potential leads into customers.
  5. How I Setup a Process to Onboard Customers

Increased Traffic 33% More With SEO

The main business objective was boosting the signups. Even if I boosted SEO, if it didn’t lead to an increase in signups it wouldn’t achieve the objective.

I found at least 10 major obstacles to increase performance. This included title tags, pages with not enough content, and increasing the keyword strategy. After analyzing the issues and solving them I slowly started to see gains. I created a plan moving forward for them to follow which included a gap analysis for keywords to target.

By targeting the gaps and fixing the issues, traffic slowly started to gain. After moving forward with the strategy I had suggested, they did see positive improvements with a net benefit of over 33% in organic traffic gains.


Increased Lead Quality 40% With Facebook Ads

A law firm wanted to increase their acquisition rates. They had only run Google Ad Campaigns and hadn’t considered Facebook ads at all

We decided to target two types of Facebook ad campaigns, custom audiences and lookalike audiences.

1. Custom Audiences: When it came to custom audiences we used the existing customer list and information to find and retarget existing clients.

2. Lookalike Audiences: In order to best target potential clients similar to his existing, we used the lookalike audience feature to find new customers similar.

The Results:
We gained a ton of new leads that were 40% more qualified than they had been getting from Google Ads. The ability to target within Facebook ended up being a profitable channel choice.

The campaign overall was a success.


Localization Strategy For A Small Business

A company was not ranking well in their local market even though it wasn’t very competitive. They had ranked for some national keywords but those weren’t bringing in many clients. They wanted to increase the quality of their overall acquisition.

The best approach was to target local keywords and make sure the business was listed in all the appropriate local directories, Yelp, Google Maps, etc. Secondly I looked through the keywords for opportunities to

For advertising, I did a combination of targeted Google Ads for local searches and Facebook campaigns. We experimented as well with a few paid local directories.

After analyzing the data, Google Ads brought us the best leads for the type of client they were looking for.


Acquisition Process Up 34% Through Marketing Funnel Improvement

A company had a high bounce rate and not many leads. I determined that we needed to go through their entire funnel step by step to improve the acquisition process.

  1. The first step was to make sure we had processes in place to actually attract the customers. We needed to make sure that we had the high quality landing pages linked in from articles, social media, and other content sites.
  2. When customers actually made it to these series of pages, were they incentivized to go further in the process? Unless they saw the immediate benefit it was likely they wouldn’t enter in their email. I A/B tested among various campaigns.
  3. I used an email follow up strategy to further remind potential customers the benefit provided and send a value proposition to get them to visit the site.

The result. After making improvements from initial landing page to the email marketing campaign, I was able to improve their success end to end funnel process by 34%.


My Process For OnBoarding Customers

Onboarding new customers was critical. I needed to make sure to:
a) Get users to use the product more than once in the first week.
b) Get a pattern of usage started
c) Make my product a useful tool in their lives.

My Onboarding Process

1) Welcome email
2) Guided tutorial walking through the features
3) Utilizing empty states of data to / test data to show how everything comes together.
4) Making customers aware of the knowledge base (usage information, etc)
5) Scheduling a call / follow up email to see if there is any questions /. a call to help the customer further.


Developing Customer Lifecycles 

There are three different life cycle phases within a lifecycle. The process itself means communicating and sending relevant messages according to what level the customer is in.
1. Customer Acquisition
2. Customer Retention
3. Customer Development/Loyalty


When I’ve Developed Multi-Touch Segmented Campaigns

When it comes to developing a multitouch campaign, there are three main ways I segment:

Needs-based segmentation – Segmenting through market research and industry size. Determining their needs and making sure the marketing message fits. 

Value-based – segmenting within economic value, creating individual segments that can be distinctly targeted.

 

Examples When Things Didn’t Go Right

My least successful campaign was when I failed to achieve a marketing goal. This was to target specific clients for a law firm. I only achieved half the intended brand awareness goal. This was a factor of a) a budget that was too small and b) higher goals. This experience helped me learn how to be better at setting goals. I make sure to be more realistic and would rather understand than over state expectations.”

 


Collaborating To Develop Marketing Campaigns

Collaborating With Others To Develop Campaigns is one of my specialities. When I worked on a project to increase the awareness of a b2b platform, one of the main tasks was agreeing on the strategy, roles, and objectives. Through scrum sessions as well as constant feedback sessions we were able to alter the timeline as needed when it no longer made sense to continue on a certain task.


One of My Successful Marketing Campaigns

I needed to develop a life cycle campaign in order to onboard customers to my CostBrain platform. I was able to decrease support questions and improve my acquisition rate by nurturing clients slowly. While I did see some drop in my newsletter subscription, I did notice an uptick in the quality of restaurants. It also increase the success rate of following up on leads as rather than engaging clients right away, I waited until they were ready for contact by sales.


Handling a Marketing Campaign Disagreement

When I was setting up a CRM campaign, my team disagreed on the layout and content. We discussed as a team the concerns. This was a good time to step back as a group, look at the data and come up with pros and cons with moving forward. We ended up running a modified version of my proposed campaign. We also tested against three variations of the campaign.

Marketing Strategy

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