Full Service Marketing Campaign
Concealed Coalition is an online education firm that needed a creative way to get their state-specific curriculum offerings marketed to a nationwide audience segmented by the individual user’s state residency.
1. Offer Development
2. Technical Development
3. Marketing Funnel Mapping
4. User Journey Strategy
5. Data Mapping Database
6. Campaign Development
7. Media Buying
COMPETITIVE ANALYSIS, PRICING ANALYSIS, PROFIT ANALYSIS, MONETIZATION VALUE ANALYSIS
We started by developing an offer for our clients.
Our team first identified key competitors, then analyzed their offers to see what we could learn — looking at how well their offers converted, where their traffic came from, how they price their products, and what kind of marketing funnels they were using.
This report helped us create a plan to compete with a similar offer. We looked at important things like how much it costs to get new customers, how much people spend on average when they buy from us, how many people buy from us, and how much each customer is worth to us over time.
This phase proved to be foundational in the offer development and ultimately saved our client several thousand dollars in testing budgets.
Technical Development Strategy
DEFINE INFRASTRUCTURE REQUIREMENT, DEFINE APPLICATIONS TO SUPPORT OFFER, DEFINE API INTEGRATION & CUSTOMER CODING REQUIREMENTS
The second step in the solution was technical development.
The infrastructure and third-party solutions Concealed Coalition used in the past would not support the planned growth to their new offering.
We started by addressing the cloud resources necessary to meet Concealed Coalition’s projected requirements. After planning out the server configurations, we mapped the general database requirements.
From there, we identified the services third-party providers would need to fulfill. Each prospective vendor was carefully reviewed in three key areas: core competencies, customer satisfaction, and ease/flexibility of technical integration.
We produced and delivered to the client a full integration plan for 8 third-party services including: Order processing, email/SMS deployment, Facebook Ads, GoogleAds, Data Validation/Fraud Monitoring, URL Tracking and Attribution, Customer Review Management, and Contact Center Customer Management.
Marketing Funnel Development
FUNNEL WIREFRAME FLOW DESIGN, IMAGERY, COPYWRITING, AND CTA DEFINITION
We used the information from our competitive analysis to create a detailed wireframe for each lead generation landing page.
Mobile design was our primary focus in the page layout. This strategic planning step allowed us to easily call out the imagery and production assets needed to fully develop the funnel.
Since Concealed Coalition utilized an internal call center to generate outbound sales, we included a lead gen form before the checkout so the call center could re-engage leads that had dropped off.
User Journey Strategy
USER PERSONA SEGMENTATION, ALTERNATIVE FUNNEL PAGE DEVELOPMENT, SEGMENT DEFINING FOR REMARKETING
Concealed Coalition needed us to find out what users do before they make a website purchase (or micro-conversion). We compiled data about their target audience and learned from their competitors strategies.
This exercise helped us figure out new ways to market our content and design. Ultimately, we created 50 new landing pages. We found that if we included deep audience segmentation in our content creation and delivery, we could double our client’s conversion rate.
We did this in both our marketing funnel and our email remarketing series.
Data Journey Database & Design
DATA LOGGING REQUIREMENTS, DATA REPORTING REQUIREMENTS, DATA DEPLOYMENT FOR FOR APIs, DATABASE ORGANIZATION WIREFRAME
First, we identified all of the key user data points we needed to capture.
Then, we organized data tracking for their website to capture as much relevant data from each website visitor. We flagged the personal and non-personal data to capture then planned how to move the data into different outreach systems for re-engagement, such as:
- call center
- email service provider
- advertising platforms
This allowed us to target very specific user groups based on demographic, geographic, and psychographic information.
As a result, our client’s remarketing campaigns were very profitable.
We developed Concealed Coalition's database wireframe for deep audience segmentation.
Media Campaign Development
AD RESEARCH & DEVELOPMENT, VIDEO PRODUCTION, PRODUCT PHOTOGRAPHY, IMAGE AD ASSET CREATION
We used the research and profiling we gathered to identify the best advertising platforms.
Understanding where we wanted to advertise helped us understand the assets we needed to create.
We produced video and photographic assets for our marketing funnels, using our audience research to determine what kind of talent we needed for each video and image.
From there, we formatted out ads for each channel and audience segment to form a successful launch campaign.
SEARCH ENGINE MARKETING, SOCIAL MEDIA MARKETING, AFFILIATE MARKETING
Our media plan involved search engine marketing, social media marketing, and affiliate marketing.
1. We created multiple GoogleAds campaigns divided into unique product, regional, and user segments. We specified root keywords for each ad group, then drafted content that would appeal to users searching specific terms.
2. We installed Facebook pixel on Concealed Coalition’s site for audience building, deriving custom and lookalike audiences. We constructed campaigns using the ad imagery and video assets, matching the audience and location targeting to complement the creative assets and destination URL.
3. Our affiliate partner channel gave Concealed Coalition a unique advantage over the competition. Leveraging our internal list of trusted email and social affiliates, we positioned our clients offer as a “cost per sale” offering. The ad elements we developed for our affiliates were distributed and within a matter of days the client doubled their daily sales.
DISPLAY, EMAIL, SMS
Our remarketing efforts were synchronized using milestone markers for each page in the funnel.
We knew that remarketing would be important to the success of our campaign. So, we established important checkpoints in the funnel that would drive warm leads to conversions and recapture those that had slipped away.
- display retargeting with specific messaging
- email and SMS retargeting with personalized URL’s
- call center retargeting with professionally developed scripts
In the end, 30% of conversions were from returning visitors, driven primarily by our retargeting efforts.
Search Engine Optimization
KEYWORD RESEARCH & STRATEGY, TECHNICAL SEO ROADMAP, CONTENT MANAGEMENT SETUP, CONTENT STRATEGY DEPLOYMENT, COPYWRITING & PAGE DESIGN
To balance their ad spend, Concealed Coalition needed to improve their organic search engine rankings.
To achieve this, we conducted keyword research, using these insights to build content clusters.
We enlisted trusted writers with a background in SEO copywriting. And made a calendar for the articles we would publish.
We also made sure Concealed Coalition’s website was structured for great UX, and properly indexed each section of the site in the sitemap to help search engines understand and rank them quickly.
This drove our client’s pages to the top of Google’s search results for multiple, high-volume and competitive keyword phrases.
Tracking & Reporting
GOOGLE ANALYTICS, GOOGLE TAG MANAGER, DATA STUDIO SETUP, URL TRACKING/PARALLEL TRACKING SETUP, PIXEL TRACKING SETUP
Enhanced data tracking and reporting for improved KPI oversight.
We installed Google Tag Manager to track events and goals across various marketing channels. Our tags were designed to create more refined audiences and make pixel fires across different media platforms.
Additionally, we set up custom reporting segments and views in Google Analytics so we could see how the website and offers were doing. We also set up attribution mapping in Google Analytics to label each source a user interacted with before making a purchase on the site.
Lastly, we configured all of the actions we had set up for GoogleAds, Facebook, and multiple affiliates in each ad tracking platform. Once all of the setup was complete we used Microsoft Business Intelligence to build a KPI reporting dashboard from all of the key data elements stored in the various data tables.
Our solution gave our client visibility into critical performance data in near real-time. This proved to save the client thousands of marketing dollars by allowing easy access to reporting, while accelerating media buy optimization and overall offer performance.
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