After scoping the client’s desired goals, the 1205 team got to work on a five prong integrated marketing strategy designed to build the company’s profile as a leader in the consumer retention marketing and customer loyalty space. Each arm of the strategy, including branding, web, content, and advertising, was designed to leverage the next in a way that amplified bLoyal’s subject matter authority and name recognition.
Branding & Design
Our brand team got to work by building a comprehensive profile for bLoyal clients, asking
- How do bLoyal client’s see themselves? As powerful executives? Savvy Entrepreneurs?
- What’s most important to them in a software product? Power? Ease of Use?, etc.
- Which feature of the company’s technology is most intriguing or useful to them?
- How do they want to feel about companies they do business with?
An extensive strategy process included reproductization of the client’s core offerings to match each of the four newly established buyer personas .
Our team went through an iterative branding process, working carefully to understand which voice would appeal to the widest circle of potential clients. After having developed core assets from pencil and paper drawings, we created a full style guide in which we defined the customer’s logotypes, icons, font stacks, color schemes, and use guidelines.
The branding process culminated in a fully stylized brand book that laid out the company’s, mission, core values, visual voice, tone, and other core identifiers.
The company’s website would represent the backbone of it’s presence, acting as a hub for information about the product, pricing, and a source for developing marketing qualified leads. This digital footprint had to be comprehensive, easily navigable, and communicate a complex software in terms that sounded professional, but was optimized for business owners who may or may not be comfortable with technology.
Our design and development teams created on a long tail landing page strategy that focused on one of three on-ramps that potential customers would approach the business through. These included::
- Existing checkout solution
- Business size
- Industry or vertical.
Each entry point had to be accompanied by highly targeted SEO friendly content describing how potential clients in each of the respective target groups could best use the bLoyal software to earn and keep more customer.
Building an exhaustive SEO strategy required an advanced analytics setup which would help visualize how each entry point was performing, which pages were driving traffic, and who was converting.. 1205 worked with digital analytics partners to install a comprehensive goal tracking and data visualization metrics. This included a full Google Analytics setup with integration to PowerBI as well as onsite heat mapping.
Building content around the client’s desired subject matter was key aspect of both the brand and discovery strategy. Aside from establishing the business’ ability to serve a wider marketplace, providing search engines with a fresh, relevant, and consistent stream of content that served to develop bLoyal’s subject matter expertise and improve search rankings, was vital.
Since bLoyal had chosen an integrated marketing strategy, the 1205 team was able to build four separate content engines directly into the company’s website .
These included a
- News and Press Page
- Events Calendar
- Case Studies
With these content engines, 1205 introduced bLoyal team members to the use of an interactive editorial calendar which allowed their team to understand the frequency with which content was going out, the level of engagement it was getting, and whether it was driving leads.
As the last aspect of the software company’s strategy, the 1205 Marketing paid media team built a comprehensive Google PPC and display marketing campaign that would help bLoyal compete on highly competitive keywords and phrases.