DIGITAL MARKETING CAMPAIGN

I N T A C T

CONTENTSWho is Intact?

Value Prop

Tactic1: Email Marketing

Empathy Map

Tactic2: Paid Search

Marketing Objectives & KPIs

Personas

Wrap Up

Tactic3: Linkedin Sponsored Inmail

Content Marketing Ideas

WHO IS

Traditional IT Consulting

Post-implementation Services

Strategic Consulting

Social Media accounts are not actively used

Unranked website, newly refreshed

VALUE PROP

is to understand your business needs as a whole, modify and implement the IT Sofware that will serve those needs

It can be hard to customise and implement IT systems for your business processes all by yourself

YOU KNOW HOW

IN FACT

WHAT WE DO

We support you with a post-implementation maintenance based on your evolving business needs.

MARKETING OBJECTIVES &

KPIs

PAID SEARCH

SEO

CONTENT MARKETING

EMAILING

SEO

CONTENT MARKETING

INCREASE BRAND

AWARENESS

INCREASE BRAND

INTEREST

SOCIAL MEDIA

OPTIMIZING SEO IDEAS

Page Load Speed

Location & Contact

Backlink Management

Images

Update Content Regularly

EMPATHY MAP

THINK AND FEEL

‘’There is new and better technology coming out every day. I need to stay on top so

that I can inform my management." 

" We need to keep producing and saving money or my job could be on the line." 

SAY OR DO

" I need visibility into our whole environment so I can make accurate decisions

and deliver results to top mang.” 

"I need to move faster and have it cost less.”

" I don't have time for work-life balance."  

HEAR

" This tool is the latest and greatest, we need to get it." 

" Your team isn't moving fast enough, what do you need to get it done?

SEE

‘’I see new Gartner reviews on this product, maybe I should check it out!" 

PERSONA

NEEDS&GOALS CHALLENGES

BEHAVIOUR DEMOGRAPHICS

Age:32-40 Married with 2 kids Lives in urban area

IT MANAGER ANDREW BRIGHT

Not confident with the current unusable software systems. Need reliable and sustainable solutions on systems.

Cost effectiveness limits my demands for the team.

Discussion while persuading top management for any necessary IT cost Don’t have enough spare time

‘’I want to receive the latest technology news instantly and shortly because I don’t have enough time to dig deep. Please let all the necessary news flow on my phone. Not the crap

please!’’

Wake up at 7am., drives to company.

Emails and Social media 9am.and btw. 5-7 pm.

Spending spare time with family.

PERSONA

NEEDS&GOALS CHALLENGES

BEHAVIOUR DEMOGRAPHICS

Age:42-55 Married with 2 kids Lives in urban area

VP BRAD WALTER

‘‘Please don’t come to me with minor problems. I am mostly concerned

with world trends that will lead us to see new opportunities’’

Saving company money High level decisions

brings high level stress

Day starts at 5am Drives to company

Emails&social media until 8am. Gen. no engagement on social

media. Spending spare time with family

Never really turn work “off.”

EMAILING CAMPAIGN

%35 subscription

Duration

Increase brand interestObjective

KPI

2 months

Persona Current customersIT Managers &VP

Action Newsletter Sign-up

EMAILING CAMPAIGN A/B TEST

7 K

NUMBER OF OPENS 4,5 K

NUMBER OF CLICKS 2,4 K

CTR %53

7 K

4,2 K

1,7 K

%40

TEST A TEST B

NUMBER OF SENT

SUBJECT-A SUBJECT-B

Are you feeling behind?Try new style free Intact Newsletter now.

Bored of long articles? Get

soundbites on free Intact Newsletter.

SIGN UPSIGN UP

EMAILING CAMPAIGN COMMUNICATION MAP

REGISTERED

EMAIL SENT

OPENED

DISREGARDED

GO TO WEBSITE

NO RESPONSE

THANK YOU EMAIL-1

THANK YOU EMAIL-2

REMINDER EMAIL

REMINDER INVITATION

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- - -

- -

- -

- -

- - - - -

- - -

- - - -

- - -

- - - -

- -

ACTION

‘DID YOU KNOW?’ EMAILS

NO RESPONSE

- - - - -

EMAIL RETARGETING

NEW SUBSCRIBERS

First & Last Name

Company

E-mail Address

GET FREE NEWSLETTERGo To Website

LANDING PAGE

EMAIL RETARGETING

FRIENDLY REMINDERWEBSITE VISITORS

%30 increase in website traffic

Objective

PAID SEARCH

Duration

Brand Awareness

3 months

KPI

Persona IT Managers & VP

PAID SEARCH RESULTS

NEGATIVE WORDS

*HR Implementation *CRM Implementation

GOOGLE ADWORDS A/B TESTING

TEST A

TEST B

Impression: 1KNumber of Clicks: 543CTR: %54.3

TEST A RESULT

Impression: 1.4 KNumber of Clicks: 362CTR: %25.8

TEST B RESULT

GOOGLE ADWORDS RESULTS

Nov 1,2018-Jan 24,2018

LINKEDIN INMAIL

%15 engagement

Objective

Duration

Increase of Brand Interest

1 month

KPI

Persona IT Managers & VP

LINKEDIN INMAIL

3K

NUMBER OF OPENS 1.2 K

NUMBER OF CLICKS 455

CTR %15

NUMBER OF SENT

RESULTS

CONTENT MARKETING GOALS

Explaining not only the positive impact of any specific IT Implementation, but also its necessity and importance of

customization

UPLOADING VIDEOS

ENTERTAINING QUIZ

Short pop-up quizzes on the website which give away surprise gifts to engage

with customers

Due to its technical issues and lack of attention to their

corporate website, INTACT had to focus on SEO and paid search to be ranked on the first page in

SERP. Paid search and SEO tactics were planned to increase and

sustain brand awareness.

As a B2B company, INTACT preferred communication

platforms such as LinkedIn and email as opposed to Facebook

or Instagram.

WRAP UP

THANK YOU