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Marketing Strategy Review
- 1. EcoWorks Marketing Strategy Review Prepared for Ms. Molly Moneybags by Rachel Cipriano
- 2. Meeting Agenda 1. EcoWorks Then and Now 2. Strengthening the EcoWorks Brand a. Brand Guidelines b. Demographics and Audience Personas c. Content Strategy d. Social Media e. Email Campaigns 3. Future Strategy 4. Q & A 2
- 3. Then vs. Now • $41,700 average monthly revenue • 178 monthly customers • 156 residential • 22 commercial • Marketing by direct mail and local coupon magazines • Facebook page • $58,300 average monthly revenue • 237 monthly customers • 191 residential • 46 commercial • Marketing with social media and display ads, content strategy, and social media posts • Facebook, Instagram, Pinterest, and LinkedIn pages 40% increase! 3
- 4. EcoWorks Brand Guidelines Personality • Friendly • Helpful • Innovative • Hardworking • Proactive • Cooperative Mission: Our mission is to make the outdoors more inviting one property at a time. We are growing our business one delighted customer at a time by charging fair prices for outstanding work. We design, build, and maintain your property to the highest standards, reflecting our commitment to the community. EcoWorks Logo 4
- 5. EcoWorks Brand Guidelines Positioning • Local company with a local owner • Volunteering – Habitat for Humanity • Non-profit sponsorship • Chamber of Commerce member Values: • Commitment to community • Honesty • Responsible growth • Improving customers’ lives Voice and Tone: • Friendly • Knowledgeable • Approachable • Neighborly • Not overly authoritative 5
- 6. Demographics and Audience Personas Demographics: • Age: 40+ • Even male/female • Suburban • Single family home • Mostly married • Professional/Retired • Annual income $75K + • Majority with children 6 Becky Halloway – The Hectic Mom 42 years old 4th grade teacher Married with three children ages 7, 10, 14 Household income $120,000 Lives in an HOA community. Becky is responsible for the weeding and upkeep of flower beds. A local teenage boy mows and edges the lawn. Weekends are packed with kids’ activities and family time. Cost-conscious buyer. Looking for good value.
- 7. Dwayne Brown – The Traveling Retiree 77 years old Retired family doctor Married with two adult children living out of state and five grandchildren Household income $165,000 Lives in an HOA community. Dwayne has enjoyed taking care of his lawn in his retirement, but it’s getting to be a lot of work. He now prefers to spend his time traveling to visit his grandchildren. Looking for a reliable company he can trust while he is away from home. Sam Wheeler – The Self-Made Man 56 years old Real estate investor $800,000 annual income Bachelor’s degree in Business Owns three mid-size shopping centers. Personally involved in contractor hiring decisions. Values hard work and an entrepreneurial spirit, which are qualities he sees in himself. Has been using the same landscaper for five years but will consider changing it it is a good fit. 7
- 8. Content Strategy - Website 8
- 9. Content Strategy - Blog Most Popular Blog Articles • Foxborough’s Small Business Saturday is This Week. Why We’re Proud to Be Small. • Spring is the Time to Get Your Yard Ready For Summer Fun. • EcoWorks helped Riverplace Shopping Center Increase Foot Traffic by 28% With a New Hardscape Patio. • A Discussion With Habitat for Humanity Local Director Sara Rollins and EcoWorks’ Project Superintendent on Our Latest Project 3,500 views and counting… 9
- 10. Content Strategy - Blog 3,500+ views Linkback from Small Business Saturday site Keywords: Foxborough, Small Business Saturday, community, neighbors 10
- 11. 11 Content Strategy - Blog
- 12. Social Media - Calendar Why use a social media calendar? • Stay organized and save time • Post consistently • Don’t miss out on relevant moments • Track what works and make improvements • Stay on top of campaigns (Cooper & Tien, 2020) 12
- 13. 13 Social Media - Ads
- 14. Email Campaigns Prospects Welcome drip campaign Introduction to EcoWorks Who is EcoWorks Services offered Testimonials Newsletters Product specials Downloads (case studies, calendars) Quote follow ups Current Customers Welcome Newsletters Invoices Cross sells/Upsells Birthdays Loyalty/VIP offers Surveys Referral incentives Lost Customers Reactivation campaign “Hello, we’ve missed you” Incentive offer Feedback request Last chance unsubscribe Notice of unsubscription New product announcements 14
- 15. Future Strategy Content Update and refresh popular content Focus on B2B content such as case studies, guest blogs Incorporate video All content should strengthen SEO Obtain and publish more customer testimonials Social Media Continue to plan with social calendar ”Copycat” our most successful previous posts Incorporate video Share more B2B content on LinkedIn Email Increase campaign automation with software Increase personalization with link to CRM Incorporate more email message testing Get customer feedback with polls/surveys Advertising Test, test, and test again Explore podcast/digital streaming ads Incorporate video Digital ad placements on the Chamber of Commerce site Expand PPC ads to Bing and Yahoo 15
Editor's Notes
- I am so happy to meet you, Ms. Moneybags. I have had an amazing time working with Alex at EcoWorks. Today I will be reviewing the steps I have taken to strengthen the EcoWorks brand and marketing initiatives.
- Our meeting agenda starts with a brief overview of where EcoWorks was when I started and how things have changed. I will cover the major areas I have worked on including EcoWorks’ brand guidelines, targeted demographics and audience personas, content marketing strategy, social media, and email campaigns. I will go over my vision for future strategies to continue to grow the brand. Lastly, we will have time for any questions you have. At the end of the presentation, I hope that we can discuss a permanent position for me here at EcoWorks.
- Since I have been at EcoWorks, average monthly revenue has increased by 40%. Total monthly customers have increased by 33% Marketing has been expanded to digital ads, content, and social media ads. Social media presence has gone from one platform to four. After my salary, revenue is up over $10,000 per month.
- The EcoWorks logo was redesigned with the words design, build, and maintain to let customers know what we do. A deep color of green was selected to reflect the outdoors and a healthy lawn. A brand’s personality is a set of traits the consumer can relate to (Tarver, 2020). The personality helps shape how people feel about its product, service, or mission (Tarver, 2020). EcoWorks’ personality must appeal to a broad range of residential and commercial customers, so I selected friendly characteristics that are not overly emotional. The mission reflects EcoWorks’ presence as a locally owned company with its commitment to the community. It also promises that EcoWorks is a trusted partner that charges fair prices, which is important in a contractor. Reference Tarver, E. (2020, July 28). Why Some Brands Are More Attractive Than Others. Investopedia. https://www.investopedia.com/terms/b/brand-personality.asp#:~:text=Brand%20personality%20is%20a%20set,a%20specific%20consumer%20segment%20enjoys.
- Brand positioning is where EcoWorks sees itself in relation to its competition. Most of EcoWorks’ competitors are franchised national companies or very small mom and pop operations. EcoWorks is unique in its local presence and ability to take on larger jobs. EcoWorks also commits to sponsoring non-profits in the area and volunteering at the company and employee level. In addition to improving the community, these relationships foster future job opportunities. EcoWorks’ values contribute to achieving its mission. By stating its values, EcoWorks ensures that employees at every level “are working towards the same common goal and share a bigger purpose” (Forsey, 2020). According to HubSpot, a survey of LinkedIn members found that “73% of purpose-oriented members are satisfied in their jobs” (Forsey, 2020). Satisfied employees will stay with a company longer and help make it more profitable. The voice and tone are characteristic of the brand personality. It is important to establish a brand’s voice and tone so that messaging is consistent. Reference Forsey, C. (2020, November 13). 18 Core Company Values That Will Shape Your Culture & Inspire Your Employees. HubSpot Blog. https://blog.hubspot.com/marketing/company-values.
- Demographics help us understand where to find our audience and how to speak to them. Demographics also help to to segment customers into manageable groups to target with messaging. “Segmentation helps marketers to be more efficient in terms of time, money and other resources” (IMS Marketing, n.d.). Personas are important because they tell us who we are speaking to and what their needs and motivations are. Personas can also help with segmentation. “Understanding your customer will help you better understand how to sell your product or service. By understanding who your customer is, what they value, etc. you will understand them and how you can fit into their life” (Klein, n.d.) I have provided three personas of EcoWorks customers I created based on our target audience. (Review personas) References The Importance of Market Segmentation. IMS Marketing. (n.d.). https://www.imsmarketing.ie/business-strategy/the-importance-of-market-segmentation/. Klein, A. (n.d.). 5 Reasons Why Buyer Personas Are Important for Your Business. Digital Strategy Blog. https://blog.hivedigitalstrategy.com/why-buyer-personas-are-important.
- (Review personas)
- “Your ‘About Us’ page is one of the most important pages on your website, and it needs to be well crafted” (Kolowich Cox, 2021). This is where potential customers get to know your company. This is another place EcoWorks gets to discuss its values and commitment to the community. The story about how EcoWorks was started humanizes the brand. The Services page covers who we serve and what we offer. But more importantly, it offers our promise to our customers. “Trust is bigger part of selling services. A faulty product can be returned, and flaws are relatively objective. But with services, customers may worry about what recourse they will have if they’re unhappy, even if you offer excellent customer service guarantees” (Sneed, 2018). References Kolowich Cox, L. (2021, January 27). 26 About Us & About Me Pages + Templates to Make Your Own. HubSpot Blog. https://blog.hubspot.com/marketing/remarkable-about-us-page-examples. Sneed, N. (2018, October 5). How to Write a Services Page That Converts Visitors into Leads. VIEO Design. https://www.vieodesign.com/blog/how-to-write-a-services-page/.
- Here is a sampling of EcoWorks’ most popular blog posts. There is a good mix of articles that appeal to residential and commercial prospects. According to HubSpot, ”B2B marketers who use blogs receive 67% more leads than those who do not, and marketers who have prioritized blogging are 13x more likely to enjoy positive ROI” (HubSpot, n.d.). Blogging is one of the most cost-effective ways to drive results for a business. It drives traffic to the website, helps convert traffic into leads, helps establish authority, and drive long-term results (Wainwright, 2018). Blogging also helps with search engine optimization by using keywords to help a website to rank better in search results. References How to Start a Successful Blog [Free Guide + Checklist]. (n.d.). https://offers.hubspot.com/how-to-start-a-successful-blog?hubs_post=blog.hubspot.com%2Fmarketing%2Fcontent-marketing&hubs_post-cta=Start+a+Successful+Blog. Wainwright, C. (2018, December 10). Why Blog? The Benefits of Blogging for Business and Marketing. HubSpot Blog. https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht.
- Sample of our most viewed blog post. This blog was successful because we linked to the Foxborough Small Business Saturday website, and they linked back to us. Linkbacks drive SEO and can bring more traffic to the site. This post solidifies EcoWorks positioning as a local small business and offers a cross-marketing opportunity.
- Sample of a blog post that promoted a case study. This post’s goal is to entice B2B prospects to download the content and understand that EcoWorks can provide ROI on larger commercial jobs. Call to action for case study to obtain email addresses. A bright, attention-getting color is used for the CTA button. 47% of B2B buyers reviewed three to five pieces of content before engaging a sales rep (DemandGen, 2016). Reference 2016 Content Preferences Survey: B2B Buyers Value Content That Offers Data And Analysis. Demand Gen Report. (2016). https://www.demandgenreport.com/resources/research/2016-content-preferences-survey-b2b-buyers-value-content-that-offers-data-and-analysis.
- Reference Cooper, P., & Tien, S. (2020, January 23). How to Create a Social Media Content Calendar: Tips and Templates. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/.
- Examples of Facebook ads promoting outdoor kitchens, pergolas, and firepits. Purpose of the ads is lead generation. Specific wording chosen so the customer views the project as a collaboration. “Let’s design” used in each ad. Images chosen to reflect a backyard oasis. Call to action on each is “Get quote,” which brings the visitor to a landing page for obtaining project information, name, email, and phone number.
- Email is a tool that can be used during every part of the customer lifecycle. Email has an ROI of $38 for every $1 spent (Forsey, 2020). For prospects email is used to educate and inform. It also helps nurture the relationship and stay connected with prospects who were not ready to buy. Email is used to strengthen the relationship with current customers. It also helps to cross sell and upsell services. Email can be used to get feedback from current customers, which helps expand customer preferences and services we offer. With lost customers, email helps keep the line of communication open without being intrusive. Customers who no longer want to receive communication have an easy unsubscribe option. Otherwise, we can continue sending occasional emails with relevant messages that may win back their business. Reference Forsey, C. (2020, July 23). The Ultimate List of Email Marketing Stats for 2020. HubSpot Blog. https://blog.hubspot.com/marketing/email-marketing-stats.
- Based on the success realized from current strategies, I would like to continue to implement and enhance those strategies. Testing in marketing is important because you discover what works on a limited scale before rolling it out company-wide. Use a limited budget to place some PPC ads on Bing and Yahoo (expand beyond Google ads). Podcast and digital streaming ads present a great way to reach a local audience at a much lower cost than television or traditional radio ads. Analytics tell us the demographics of the audience, so messaging is targeted. The Foxborough Chamber of Commerce allows members to place digital ads on its website. I would like to test some ads there. Upgrades in technology (email automation and connectors to our CRM) will allow for better personalization and less time allocated to repetitive tasks. A common theme in all areas is incorporating video. Based on statistics that HubSpot has compiled, “83% of video marketers say video has helped them generate leads” and “84% of people say they’ve been convinced to buy a product or service by watching a brand’s video” (HubSpot, 2021). Video production costs can be offset by using the video across multiple channels. A video testimonial can be used on the EcoWorks website, social media, email, and ads. With a consistent voice and speaking to the right audience, content, email, social media, and advertising all work together to market the brand as a whole. Reference 2021 Marketing Statistics, Trends & Data - The Ultimate List of Digital Marketing Stats. (2021). https://www.hubspot.com/marketing-statistics.