The Brief
The digital marketing team at Freshwave needed a professional insight into the planning and execution of their vertical campaigns. The aim of each campaign was to build upon an ever-growing network of clients by targeting new prospects with an omni-channel approach.
Campaign Planning
Before we could get into creating campaign content, each vertical required a thorough digital landscape analysis to understand what was already happening in their industry. We created an in-depth keyword research for each campaign, analysed competitor activity, and built easy-to-understand campaign dashboards that would showcase the results. Each campaign required a new website landing page, email content, and social media posts that would work seamlessly together to promote their services within the specific industry.
Over the course of 3 months, we created two vertical campaigns covering education and commercial offices. For each campaign, we designed and produced a landing page complete with SEO-optimised copywriting. Alonside the landing page, we created a series of emails which could be sent at various times to potential customers, including A/B tests and follow-up emails targeting those who didn't respond. Lastly, we created a series of LinkedIn organic posts and adverts which linked to both the landing page, and other blog content that related to the industry, building up the client's reputation in those areas.
Campaign Execution
Campaign Results
After the launch of the campaigns, we will closely monitor performance so we can tweak content that hasn't yet been released where necessary. KPIs include more website traffic and more high quality leads. We have created an all-inclusive campaign report that will be updated accordingly to track results and help us to understand progression.
