Without data, even the most well-thought-out strategies won’t seem fruitful. How can one build a successful marketing strategy with no understanding of what’s working and what’s not? Shift Admin, though having the very best intentions, lacked an understanding of the results of the strategy they initially put into place.
While they were effectively generating conversions and had a steady stream of demo requests, they had incredibly limited source data on any of the important touch points within the buyer’s journey.
Ultimately, they were seeking a way to identify and fully understand a clear conversion path. They were ready to take things to the next level and wanted to see source data around their conversions to support a closed-loop view of their marketing efforts. What Shift Admin needed was a partner. An agency that could put all the appropriate systems and processes in place to capitalize on and gain a solid understanding of their marketing efforts.
Client: Shift Admin
Project Type: Inbound Marketing
First, a healthy digital ecosystem needed to be established to properly track sources and understand how they were contributing to the success of their strategy. Once built, specific goals were developed:
Together, we attacked each goal from as many sides as possible. In order to execute on these goals, Primitive Social used HubSpot Automation Software. Within this platform, we were able to build dedicated landing pages for content offers, write and publish SEO rich blogs, publish to and monitor Shift Admin social media channels, and implement a targeted email marketing strategy. To increase conversions from lead generation content offers, we implemented a paid advertising campaign within social media platforms.
Strategic competitive research was conducted to paint a picture of the digital competitive landscape in Shift Admin’s space.
Detailed buyer personas were developed around two key target audiences to humanize messaging and resonate with the individuals they wanted to reach.
To increase contacts from lead generation, content offers were advertised via social ads, lead flows (pop-ups) were deployed on the website pages, content offer CTA's were added to blogs, and were then shared in newsletters and other email campaigns.
Implementing a successful inbound marketing strategy is about developing a long-lasting approach to meeting your established goals. While this project is ongoing, Shift Admin has already seen excellent results from the initiatives put into place with Primitive Social. In the first year of this strategic inbound marketing plan, Shift Admin has seen a:
Increase in social media followers
Increase in site traffic
Increase in demo requests generated