Context and Objectives

The Facebook and Instagram ROAS for a newly onboarded beauty client remained low despite a substantial test budget, a robust look-alike audience, and a steadily increasing re-targeting audience.

Action

To increase conversions, I used a copy audit, competitor analysis, word usage chart, Facebook business manager analytics, and a/b testing

The following were my recommendations for the optimization of new ads

• Use “As seen in Vogue and Elle” type verbiage and logos for social proof
• Pair the new verbiage with the best-performing images from testing
• Add more powerful aging pain point language (ex: dry, wrinkle, flakey)
• Add more solution-based language around aging pain point language
• Add stronger CTAs
• Add review quotes for social proof
• Pair the copy changes with the imagery from the best-performing current ads
• Use a picture of a person using the product for social proof
• Use star icons on review ads to build trust

Result

The subsequent week-over-week reporting showed the ROAS doubled from 1.56 to 3.12 and improved performance over several other metrics. Throughout the remainder of the campaign, a/b tested changes to the content kept a ROAS between 3.5 and 5.0.

B2C Client

Joaquina Botánica is a line of powerfully clean and refreshingly vibrant skincare formulations powered by botanicals indigenous to Latin America.

“Clean, Vibrant, Botanical Beauty”

~Joaquina Botánica

Objectives and Context

A vendor risk management (VRM) SaaS client was looking to increase their viable leads, increase subscriptions/sales and become a household industry name. Their marketing strategy would include paid (Google, remarketing, and LinkedIn), organic SEO, email, social, and content marketing using blogs, case studies, white papers, etc.

Action

To gain an understanding of their existing audience and assets and formulate a strategy, I did the following:

• Competitor analysis
• SWOT analysis
• Keyword analysis
• Social analytics/demographics
• Website analytics

Result

The various analyses helped me identify holes in existing content and opportunities for growth. It also served as a road map for building data-informed personas. These personas informed the branding and messaging for all content deliverables and functions within the marketing funnel. The campaigns in the designated digital channels were successful, leading the client to expand their services and increase spending.

B2B Client

Privva is an award-winning, cloud-based vendor risk assessment platform delivering value for a diverse customer base across industries

“Enabling businesses to embrace innnovation and manage risk’

~Privva

Objectives and Context

Speck Design wanted to improve its brand saturation, increase its web rankings and get more leads. However, their engineering and UX product development life cycle was very long and frequently under NDA, precluding them from regularly posting and building incoming links from several standard technology content marketing outlets like press releases, industry publications, award entries, and directory listings.

Actions and Tools

• SWOT analysis
• Content audit 
• Competitor analysis
• Buyer personas based on the SEM Rush and LinkedIn user data 
• Content pillars
• Content mapping TOFU, MOFU, and BOFU
• Interviews with engineers, clients, and C-suite stakeholders
• Content distribution plan and worksheet
• Editorial content calendar (social and blog)

My discovery of highly-detailed project documentation revealed a bounty of project assets for past research and engineering projects for high-profile national and international brands. These artifacts included: RFPs, project proposals, SOWs, meeting notes, process photos, phase reports, project management documents, and high-quality product imagery.

Although not current or collated, the sheer amount of data (along with SME and client interviews) gave me ample material to create high-quality case studies for seven topics. These topics would serve as content pillars for the program throughout the sales funnel and new distribution channels I had developed.

Result

Through my in-depth research, I created a powerful content marketing program that capitalized on Speck Design’s strengths and turned weaknesses into opportunities. My systematic and creative approach resulted in the significant growth of each channel involved. Performance increased across several metrics, including visibility, traffic, and, most critically, leads. The channels that saw the best results were the following :

Speck Design website: users (+35%), new users (+25%,) sessions (+41%), page/sessions +5%, and session duration +21% (*averages)

Linkedin: followers (+21/5%), engagement (+483 %), custom button clicks (+588%)

B2B and B2C Company

Speck Design is an industrial design and engineering company located in San Jose, California, operating for over 25 years.

“Our purpose Is to enhance how people connect and experience life.”

~Speck Design