Our Approach
M4B was brought in to conduct a CRM and Marketing Consultation providing recommendations for how to improve. After the review, ProEconomy engaged M4B in a fully managed service, focussing on Digital Marketing specifically in order to improve their reach in their market. M4B provided a dedicated Account Manager and held monthly review meetings to discuss progress, challenges and any changes in focus for the client.
The Digital Marketing strategy included:
PPC (Pay Per Click advertising)
SEO (Search Engine Optimisation)
Website Conversion Rate Optimisation
Social Media marketing
Content generation (for both on- and off-line channels)
Email marketing
Customer Relationship Management (CRM)
Marketing Automation
PPC
In order to beat the competition and be found by the target audience, it is important to appear at the top of Google search results. Whilst the SEO work is ongoing, this is achieved by a campaign of adverts, all fully-optimised for the relevant keywords and searches done by potential customers. These adverts are geographically targeted and the copy is consistently reviewed and improved based on changes in search trends.
SEO
Appearing at the top of Google organically would always be preferable as it inspires confidence in those searching for those terms and it also doesn’t cost the company when the links are clicked on! In order to go higher up the rankings, M4B complete the following:
Creation of industry-relevant blogs which include relevant keywords that customers would search for.
Web page content development including the creation of new landing pages for services, products and sectors.
Technical SEO of the full website. This necessitates the inclusion of all title tags, meta descriptions, heading tags, image alt tags all being present but also accurate. A review and improvement of the website navigation was also conducted as improved usability lowers bounce rate, encouraging people to stay on the site longer.
Conversion rate optimisation which basically makes the pages work harder to drive prospects to engage on the page or ‘convert’. This included actions such as adding forms onto certain pages to capture their interest so a member of the sales team could get in touch. M4B’s Salesforce CRM were instrumental in the delivery of this element of the project.
Social Media Marketing
This was delivered in two ways – organic and paid for adverts and was across three platforms:
LinkedIn – a blend of organic updates and paid adverts, they were both used to improve follower numbers and generate direct leads. M4B conducted extensive research in order to target the most relevant users on this platform.
Facebook – paid adverts were used to grow the reach whilst organic posts were to used to generate brand awareness and drive clicks
Twitter – organic only to ensure ProEconomy had a voice in the market.
Email Marketing
Email Marketing remains one of the best channels regarding return on investment and ProEconomy took advantage of this. M4B follow the strict guidelines as laid out by GDPR and delivered the following:
Monthly digital newsletters.
Industry-specific targeted messages to databases.
Product launch emails to existing client database.
Customer Relationship Management (CRM) & Marketing Automation
The implementation of the Salesforce CRM system to better connect with customers has been of great benefit to ProEconomy. It offered the ability to integrate all messaging and marketing channels into one place. This enabled better efficiency and a subsequent improvement in customer service, strengthening relationships.
It has also resulted in ProEconomy offering a broader service in that previously, they were employed to treat and re-test water when there was an issue. Now, they monitor their client’s water on an ongoing basis which is much easier for all involved.
