Professional Services Customer ventures into a new market
New products and services get launched all the time at Disruptive and not just in tech! We have been working with the professional services industry since our founding in 2017 and have developed a blueprint for finding your customers and targeting lead generation. In this blog we will go through one of the many challenges we see for professional services customers and how we provide solutions for this.
The customer had been a provider of immigration advice and support. They are experts in their fields and are at the forefront of immigration changes within New Zealand. They first approached us with a priority to break into a previously untapped B2B market. Our journey began by using our 3 step process and backed by utilising our tools from the Chartered Institute of Marketing. We call this The Disruptive Way to DISCOVER-DIAGNOSE-PRESCRIBE a process that will uncover key target personas, undertake a full systems audit and present an annual marketing plan. We also implemented a digital marketing strategy which was aligned with their new B2B customer persona.
Challenges
Prior to engaging us, the client was very clear on their goals but needed to crystallize their target persona and launch into a market they had not yet approached. They had been spending budgets on Google ads and Facebook ads but not seeing traction in the market and needed to lift this up a step.
Their main objectives included:
- Developing a brand profile
- Segregating target personas
- Gaining visibility on digital campaign ROI
- Streamlining the website to facilitate the new B2B customer journey
- Creating a content library with a B2B focus
How we helped
Applying "The Disruptive Way" meant that before implementing any kind of strategy plan, our team undertook a DISCOVERY workshop session with their team and a DIAGNOSIS of full systems audit to identify gaps. Our key outcomes included an in depth understanding of the key business persona and the value that their brand brings, pairing this information with their goals and undertaking a competitor analysis, a full systems audit and a strategy which included an on-boarding process to rectify social platforms and advertising accounts, a B2B optimised website and a B2B content library including in-house video content.
Results, Return on Investment and Future Plans
As the B2B space was an untapped industry, the main focus for the beginning campaigns was on brand awareness and raising the profile of the brand. We also re-imagined their digital strategy to engage the B2B consumer. The refresh of the website resulted in streamlined flow with a B2B focus. We filmed a series of videos speaking directly to the new market. This content was purpose built for use in organic, as well as social ads and the website. We also created customer success videos and a showcase brand video. Disruptive ran inbound lead generation funnel advertising campaigns to individuals were unfamiliar with the client's brand. Our primary goal was to drive traffic to the website.
Key outcomes:
- Overall traffic increase of 38% from Year on Year comparison.
- Advertising campaigns reached over 40,000 New Zealanders
Are you a Professional Services firm within New Zealand and want this for your business? Get in touch with us to learn more about The Disruptive Way below.
Remember, if you are not talking to your customers, your competition is. What is your plan for revamping your business?
