Abstract
Brand: Touched By Ty Creative Agency
Specific projects: Building a lead generation hub that automatically segments potential customers based on need
Budget: $4,000
Timeline: 8 months
Company profile + The Problem
Touched By Ty Creative Agency is a digital marketing resource that specializes in social media marketing, E-mail marketing and SMS Marketing. Before taking on this project, most clients came by word of mouth or via Twitter marketing.
While there was a steady flow of new clients and projects, there wasn’t much data for segmenting potential customers to personalize the email marketing experience and drive more targeted clicks to the companies offers.
So, the underlying problem wasn’t necessarily sales. But instead customer data collection to create more targeted and concise content and resources that made irresistible offers. This meant that although the email list was growing, it was hard to figure out the best way to develop drip funnels, lower unsubscriber rates and boost open rates without creating unnecessary content or wasting financial resources to do so.
Project goals
1. Drive more targeted traffic and learn about their marketing problems up front.
2. Incorporate a more organic survey style of lead capture without making viewers feel like they’re taking a test.
3. Learn more about potential customers to personalize their email content experience and organically boost email engagement.
4. Boost sales from emails by 20% within 90 days of library implementation.
My recommendations
1. Commit to creating value added content that’s free and covers distinct topics that fall under services offered.
2. Use a software called “powr form builder” that integrates with shopify and will automatically tag customer profiles based on what they download so segments are automatically built. We later transitioned to hubspot.
3. Use a software called “automizely page builder” to create the webpage that hosts the library and downloadable forms for all value added content.
4. Create followup automated drip campaigns that not only deliver the downloadable content, but that also continue to nurture the reader on that specific topic. If they do not convert within 4 weeks, convert them to the weekly company newsletter.
5. Use Tweepsmaps to schedule Twitter threads that lead back to The Freebie Library since the Twitter account following is at 18,000.
6. Use Zapier to create 3 types of automations for each free resource.
6.a. Create an automation that sends a tweet every time someone downloads a freebie encouraging others to download the freebie as well. These tweets will include the reader's first name, the title of what they downloaded, what it helps with, & the link to download it.
6.b. Create two repetitive automated tweets that go out twice a week to remind followers of the freebie, what it is for and how to download it.
I recommended these actions for implementation because the tools required are super affordable and easy to use. Plus, they’re easy to edit and change as the library grows, meaning even an intern with no experience could manage them if necessary as the company grows. Secondly, the company is currently creating downloadable content, but there wasn’t one place where readers could see all available content options.
These changes not only helped organize the website to be more user friendly, but it also ensured proper automations and segments were built. Also, it answered all of the questions the email marketing specialist had about how to personalize the content more. By collecting data in this way, the readers feel as though they’re just downloading free information that’s helpful, but we can now take this data to become a “hero” in their story instead of just another salesman.
Results + Date
1. The library helps to add an additional 500+ email subscribers passively that are automatically segmented and entered into automated email sequences via hubspot.
2. The library drives an extra 1500+ website visitors a month, which boost website traffic by 30%.
3. There is a consistent monthly increase of website traffic from google of 15% with the extra keywords and content being updated regularly.
4. Sales from emails are up by 35% on the top 3 most popular digital products most promoted at the end of the most popular freebies.
5. Less time is now spent marketing on social media, which frees us the owners time to focus on the client experience, campaign planning and email marketing.
6. Overall cost to build the library was $3,000 with software and outsourcing some of the design work, but also still doing 75% of the design work in house. So, we stayed $1,000 under budget which was then allocated to ads running via Pinterest.
7. Scheduling Twitter threads via Tweepsmaps allows for content to be batch created and implemented up to 3 months ahead of time. This means more threads are able to go out that are helpful, resourceful, and better establish the connection between the reader and the account owner.
8. The top 3 free resources added to the library include "25 free content ideas", "How to get 5,000 twitter followers" and "The Ultimate TikTok Marketing Guide". These 3 resources alone have driven 1,000+ new email subscribers since being added to the library.
Relevant project examples & Webpages
