Increased Brand Visibility & Engagement
LinkedIn content strategy resulted in 82% increase in visibility and 66% boost in engagement.
Efficient Advertising & Better ROI
Google Ads account restructure reduced wasted ad spend by 51% and increased lead quality.
Growth In Organic Traffic
Technical and content SEO optimisations resulted in 37% increase in organic traffic, and higher quality users.
Enhanced User Experience
Website redesign and development to create smoother and more visually appealing user journey.
All Within Just 6 Months
The Challenge
Historically, a tech consulting company has relied on personal connections and referrals within its network to grow the business. While this approach has sustained the company thus far, it limits the potential to reach a broader market and maintain consistency in lead generation. In a highly competitive, digital-first marketplace the company has now recognised the need for a strategic marketing approach to foster organic, sustainable growth and establish a distinct brand presence. However, they lacked the marketing infrastructure, strategic direction and implementation capabilities to grow.
The Solution
Recognising the company’s lack of marketing foundation, I took a comprehensive approach to build it from the ground up. I developed and implemented a strategic marketing framework, setting up systems to support scalable growth and long-term success. With limited resources, I focused on a balanced approach, prioritising both quick wins for immediate impact and long-term strategies to ensure sustained growth. I applied a resourceful mindset, selecting the best channels that offered the highest return at the lowest cost, ensuring maximum impact while maintaining efficiency. My marketing activities were data-driven, constantly monitored and adjusted to ensure they were aligned with the company’s strategic goals. This approach not only maximised short-term results but also laid the groundwork for future success.
Key activities that led to this growth were:
Developing The Marketing Infrastructure:
- Set up and configured Google Analytics 4 (GA4) to track user behaviour and website performance, ensuring it was both accurate and user-friendly for non-technical team members.
- Overhauled the company’s existing conversion tracking system by addressing inaccuracies and inefficiencies. I implemented a new tracking method using Google Tag Manager (GTM) and customised JavaScript, eliminating misclicks and false positives to ensure data integrity and precision.
- Designed and collaborated with the data analyst to build a marketing dashboard consolidating performance metrics, providing actionable insights tailored to the company’s needs.
- Reorganised Avasa Project Management board to improve clarity, enhance management visibility, and optimise workflows for better task prioritisation and tracking.
- Designed and executed targeted email campaigns focused on outreach, engagement, and lead nurturing to drive customer acquisition. Additionally, automated email flows for the sales team to save time for higher-value tasks.
Building Social Media Presence & Thought Leadership:
- Crafted a LinkedIn content strategy to create engaging and educational content to position the brand as a thought leader in the tech consulting space.
- Designed and maintained a content calendar for consistent delivery of blogs, case studies, industry insights and other types of content to attract and engage the target audience.
Redesigning & Developing The Website:
- Designed and developed the website in just two months to better reflect the company’s services, strategic partnerships, and brand identity.
- Streamlined site structure, enhanced navigation and optimised CTAs for a smoother user experience, driving better engagement and conversions.
- Built the site with SEO best practices, optimising page structure, mobile responsiveness, meta tags, and more to boost search rankings and user engagement.
Restructuring The Advertising For Efficiency:
- Audited the existing Google Ads account to identify inefficiencies in structure, audience targeting, keywords, ad creative, etc.
- Restructured campaigns to focus on affordable high-intent keywords and target demographics with higher conversion potential.
Optimising SEO for Long-Term Growth:
- Conducted an SEO audit with Screaming Frog to identify key technical and content issues such as broken links, metadata errors, limited internal linking, outdated sitemaps, duplicate content, etc., and implemented targeted, high-impact technical fixes efficiently, prioritising the most critical issues to enhance site performance.
- Crafted a strategic blog content plan focused on high-value keywords and evergreen topics, designed to attract and engage the target audience.
- Produced and optimised SEO-driven blog posts, driving organic traffic and strengthening domain authority.
The Result
This strategic approach to marketing led to a stronger digital presence, more efficient use of resources, and a consistent increase in leads and conversions, positioning the company for sustainable growth in a highly competitive market.
This resulted in:
Increased Brand Visibility & Engagement: The LinkedIn content strategy resulted in an 82% increase in visibility and a 66% boost in engagement, firmly positioning the company as a thought leader in the tech space.
Growth In Organic Traffic: SEO optimisations led to a 37% increase in organic traffic, attracting higher-quality users and strengthening the company’s long-term digital presence.
Efficient Advertising & Better ROI: The restructured Google Ads campaigns reduced wasted ad spend by 51%, improving lead quality and ensuring a more effective use of the marketing budget.
Enhanced User Experience: A complete website redesign improved navigation, reduced load times, and optimised mobile responsiveness, creating a smoother, more visually appealing user journey that resulted in increased conversions.
With lead volume increasing significantly, the focus is now on improving lead quality and refining the lead qualification process. Additionally, the next step is to further strengthen the company’s brand identity, solidifying its market position and attracting the right prospects to drive sustained growth in key strategic areas.