After less than a month I delivered the strategy to the client. They were very satisfied with the result.
Viole Purple, a brick-and-mortar technology supplementary school, was about to launch its first online course. Founders had little knowledge of online marketing and needed a strategy to plan the right marketing actions.
My work focused on identifying the buyer persona and value proposition, build a strategy for the launch and plan an effective acquisition strategy.
My process to build a marketing strategy goes through 3 phases.
First, the work starts with a market analysis to gain a clear view of the market, the competition, and the client target. Then, I build the strategy based on the information gathered in the analysis to complete the work with the action plan.
After less than a month I delivered the strategy to the client. They were very satisfied with the result.
Marketing Strategy
Education
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Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.
Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.
More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.
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The story started with a landing page of one of their product that we revamped, and we continued working together, building high converting landing pages for them and optimizing their user experience to get the most out of their traffic.
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