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&Marketing

Case Study: Manufacturing Company

The US construction industry remains a highly competitive market, creating challenges for competing firms to differentiate themselves. Meanwhile, many of these companies don’t have the internal capacity to learn modern marketing well because of understaffing, lack of knowledge, and complex marketing jargon. On the bright side, over the past year, &Marketing has been able to support the acceleration of a rapidly growing construction firm through a combination of marketing strategy & execution by overcoming these challenges.

Challenge

&Marketing’s client partner is a manufacturer that supplies capital equipment to the US construction industry. The client had seen swift growth in the past two years based on the internal team’s industry experience and network, but was concerned about plateauing. The organization wanted to ensure they were standing out in a sea of competitors to continue this growth at a steady pace, so they turned to &Marketing for help with an outsourced solution.

Solution

&Marketing started work by developing a fundamental understanding of the complexities during the purchasing process in the construction industry.  The & team interviewed client team members to gather a greater understanding of ins and outs of the construction business and followed it with a structured market study of current and potential decision-makers (procurement, construction managers, company leadership). &Marketing mapped each decision maker, their selection and purchase criteria (beyond competitive price), and where each gathered information about new products, services, and vendors.  Based on this, &Marketing developed a playbook which linked their strategy to a set of execution tactics and aligned the internal leadership team to it.

The &Marketing team focused initial activation efforts on the firm’s website by updating the company’s basic information, adding a dedicated section to display completed projects, recent company events, and employee profiles.  This information provided the foundation for a content strategy (including a cohesive executional calendar) to keep the website content fresh. A social media plan (including scheduling software and a campaign to improve internal LinkedIn profiles) distributed this content to reach these key B2B decision makers.  Concurrently, &Marketing analyzed data on each post to determine the most effective content pieces.

Finally, &Marketing implemented a Google PPC (pay-per-click) campaign centered around the client’s core services. The campaign focused on generating website leads from individuals searching the web to find similar services.

Outcome

The client partner’s outsourced digital marketing execution team was able to quickly and affordably complete these marketing tasks, which generated an average of 5+ leads per month, all trackable through website activity. As a result, the client’s website traffic more than tripled, the website bounce rate was less than half, and search volume increased on all major search engines: Google, Yahoo, and Bing. For a firm that didn’t have an existing marketing department, &Marketing’s outsourced solution helped them build a solid case for continued effort and future investment.

Case Study: Services Franchise

When facing an emergency, more and more people use online searches to find services for help. The digital landscape is filled with information, and business owners must have a compelling online presence to compete in today’s technology-driven world and ‘break through’ the clutter.  Fortunately, &Marketing has experience in helping such a business as part of our ‘win-win’ model.

Challenge

&Marketing’s client partner is a professional services franchise specializing in damage repair for businesses and homes. The franchise operates under strict geographical restrictions, limiting the scope of all marketing work.  The owner of the local franchise, who had been in business since the 1980’s, struggled with limited technical knowledge, exclaiming, “All I know is that phone isn’t ringing as much as it used to!”

Solution

&Marketing reviewed the franchise’s online presence and began by revamping their social media reach on platforms such as Google My Business, LinkedIn, Facebook, and Yelp so that everything was updated and accurate.  &Marketing then took the time to understand the business and developed a content strategy (including case studies, tips, and employee profiles) to target several B2B and B2C customer groups. We organized these campaigns into a cohesive execution calendar based on the seasonal nature of the business so that potential website visitors could find the franchise quickly.

To improve data & analytics, &Marketing installed a phone call tracking software to attribute calls to their original sources (social media, website, etc), and developed a monthly tracking report to focus on key performance indicators. Concurrently,  &Marketing also ran zip code specific Google AdWords, Bing advertising, and social media campaigns to target particular services. In doing so, our team boosted the traffic to the client’s website and phone while having the ability to track and log the source of each call.

Outcome

The client partner experienced a 30%+ increase in year over year sales and improved their online image through site traffic, social media likes, and positive reviews. The data from the call tracking software also led to insights on how to better target the franchise’s customers.  Most importantly, we have built a trusted ‘win-win’ relationship with our client that encourages both sides to constantly look for ways to foster continued growth.

“The team from &Marketing has been fantastic to work with! I’ve been in business for 30+ years, and have noticed a complete change in how customers search for my business. Raj and his team took the time to understand my business, and are now executing a digital marketing program to improve my businesses’ visibility with my prospects. They’ve done a mix of blog posts, Google presence, paid advertising, and social media… its made a difference. My business is up at least 30% since I started working with &Marketing”

Mary P., Franchise Owner

GDPR Confused? Let &Marketing Be Your Guide

Whether you’re a consumer, a brand owner, or fall somewhere in between, chances are your inbox has been flooded over the last few weeks with emails about privacy updates and requests to confirm your subscriptions and placement on lists. This is all because of the GDPR (General Data Protection Regulation) that the EU rolled out as law of the land as of May 25th. GDPR applies to all of us, not just those who live within the European Union. All aspects of your site and business must be compliant for anyone visiting it from the EU whether you reside there or not. Plus, it’s likely this initiative will be adopted by the United States eventually.

Sounds complicated, right? The “G” in GDPR can start to stand for “grey area” if you stare at the language laid out in the requirements for too long. GDPR compliance is important, but it doesn’t have to be complex. With the influx of checklists, articles, how-to guides, and scary memes, many businesses have lost sight of the intention behind GDPR, which is to require us all to communicate what we are doing with people’s personal information in a clear and effective way. At &Marketing we always strive for transparency and concise, easy to understand information, and we’ve made it our job to understand the essentials of GDPR so it’s an easier process for you. So, what are the most important takeaways from all of these new requirements?

Update your privacy policy. Users of your website need to know what personal information is being captured along with the marketing tools your company is using. Take a look at the example below, which cleanly and clearly displays the ways personal data is being used and the exact details being taken for those purposes.

Update all marketing products and tools you use.Whether it’s social media scheduling, Google AdWords, or any other third party tool, these programs should be notifying users that they’ve updated their policies as well. The company you work with should either notify you and direct you toward their updated policy, or display a banner or pop-up to prompt you of these changes and require you to accept in order to continue using the product.

&Marketing has discovered a system to work with you to become compliant. We’ve done the research and found a tool that easily communicates updates to your website and company policies, including privacy and cookies. We use iubenda.com (https://www.iubenda.com/), which pulls in the typical marketing data sources along with the information collected for their use. They also have a cookie policy and offer guidelines for opting out of services. All of these tools can be fully embedded onto all of your selected web pages, so you won’t have to copy and paste to each one individually.

Still overwhelmed? &Marketing is here to help. If you’re unsure where to start the process of becoming GDPR compliant, reach out to us. We’ll guide you through the process, starting with a free one-hour consultation. We at &Marketing believe in transparency, and we want to share that transparency with you.

Contact &Marketing now for your free GDPR compliance consultation.

Why Diversity Is One of Our Greatest Strengths

Rainbow flags and parades are common spectacles during the month of June, a prominent indication that Pride Month has arrived. Throughout this first month of summer, the LGBTQ+ community and its allies celebrate the rainbow of identity that makes us all unique. The last Sunday of the month of originally recognized as Gay Pride Day in remembrance of the Stonewall Riots of 1969 in Manhattan, which was a benchmark of the Gay Liberation Movement. Now, the commemoration of this event has evolved into a month-long celebration of diversity, where people come together to recognize individuality and the path toward equality.

Here at &Marketing, we pride ourselves in supporting and honoring diversity in all its forms. Our biggest strength is that we embrace what makes each of our team members and clients different, using our backgrounds, culture, and work styles to bring out the best in ourselves and each other. We bring together a collection of individuals from various races, religions, sexual orientations, professional experiences, and personalities to channel their strengths and build them up, because we invest in who people are above all else.

Our business culture revolves around a remote work environment, with employees bringing their passion and expertise from both big cities and tiny towns to their daily tasks. We’re a blend of immigrants, globetrotters, nomads, and homebodies. Some of us are the most productive with the buzz and bustle in the background of a coffee shop, whereas others prefer the privacy of a home office. From small start-ups to Fortune 500 companies, our experience varies as much as our education. We have introverts, extroverts, motivators, harmonizers, writers, and speakers strategizing together. These work styles and backgrounds shape our strengths and skill sets to sharpen each of our tools in a special way, so that no two of our tool belts are exactly the same.

These differences, along with our open and accepting environment, combine to create a diversity of expertise and experience that puts &Marketing in a unique position. We’re able to offer a breadth of ideation and perspective that clients would be hard-pressed to find anywhere else. The good intentions and the positive, welcoming demeanor of our people is the glue that keeps our team working together toward the same goal. Diversity and acceptance was built into the core of our culture from the ground up, creating a pillar of pride in who each of us are. After all, we know everyone works better when we work &.

&Marketing is an equal opportunity employer that celebrates each color of the rainbow every day of the year, and our team is growing! Please review our open job postings,and follow us on LinkedIn.