Our client is one of the world’s leading manufacturers of commercial and industrial fire detection and emergency lighting solutions. We’ve worked with them since May 2021 and have taken up various supporting roles with them, assisting with marketing projects and programmes.
Functioning as an extension of their internal marketing team, we work on social PPC (Pay Per Click), tone of voice, customer surveys, and thought leadership. We also support their team with content strategy and creation, as well as public relations management.
The Fresh Nous team are always available for them whenever they need digital or customer expertise. Below we’ve detailed various projects and ongoing programmes in which we support our client.
Tone of voice
We helped our client develop and implement a tone of voice guideline and framework to distinguish themselves from their competitors and to improve their relationships with existing and new customers.
For this process we started with a research stage. This included a review of their internal and external communications as well as interviews with customers and employees. We utilised the data obtained from this and put it through a digital analysis to hone on key aspects. This helped them to scope where changes were needed and how they could implement them.
Our client settled on a tone of voice which was expert, professional, and friendly. With this decision we created a tone of voice guideline which now helps our client to ensure that they are consistent across all forms of communication, whether internal or external.
Customer research
As a team we have also carried out customer experience research on behalf of our client. The best example of this was the creation and implementation of a customer survey which covered their entire experience with our client and their products. This survey targeted a certain segment of our client’s customer base they wanted to expand upon. These learnings helped our client to improve and expand their offerings and services.
We also reach out to contacts on behalf of our client to pull together various case studies and testimonials, often conducting the entire interview process.
Content creation
As an industry leading voice, our client is always looking for new ways to communicate their expertise to their clients and potential customers. To help support them in this effort we deal with their content strategy and content creation. This includes the research and writing of case studies, customer stories, blogs, advertorials, social content, editorials, and whitepapers.
Our team supports these processes from start to finish. When we’re given the task of coordinating a piece of content, we collect interviews and information, draw up the structure, write and edit the content.
Our team is able to carry out all stages associated with content creation to an expert level, no matter the subject.
PR (public relations) and paid media
We also act as our client’s public relations contact. Our team communicates with a wide variety of organisations and publications who provide our client with great partnership opportunities.
As relationship managers for these opportunities, we frequently liaise with publications to gauge interest in various articles and product offerings. This often results in the publishing of free editorials on behalf of our clients.
As relationship managers we’re given full control over their advertisement budget. We are responsible for the creation of creative briefs and negotiating with publications when allocating spend. Our experience in the industry and our PR expertise allows us to leverage our client’s position to receive favourable advertising opportunities. These opportunities allow our client to expand their customer base in vertical and horizontal sectors and across publications that they wouldn’t have previously ventured into.
PPC (Pay-Per-Click)
As a team we’re also responsible for our client’s PPC campaigns across various platforms. Most notably our we were responsible for our client’s first ever PPC campaign.
This campaign was carried out on LinkedIn and took a full funnelled marketing approach, slowly narrowing the targeted audience to drive effective and appropriate leads.
The aim of the campaign was to drive more viewers to our client’s webinars and to increase interest in one of their products.
Before beginning the campaign, we decided it was best to target certain sectors and job titles on LinkedIn. This not only provided us with invaluable data but also ensured we hadn’t cast too wide of a net.
The campaign was broken down into three key stages:
- Brand awareness
- Product awareness
- Product promotion
Our ads targeted each of these three stages and revealed to us and our client which job titles and sectors were most likely to engage with their content.
The campaign was a success and saw:
- 60% increase in the products page views
- 100% increase in live attendees for relevant webinars
Page click through rate which exceeded the industry established benchmark
Round-up
Our support for our clients is never restricted to one avenue, we offer our expertise and experience across everything digital. This is especially true regarding customer experience programmes and audits.
For more information on our customer experience audit and what it offers click here.
