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Performance marketing for a B2B tech startup

One of our recent projects involved performance marketing for a B2B tech startup based in Europe whilst targeting the US market primarily, along with a few key European regions. Working on-site at the client with their in-house data analyst, we would conceptualise, create, run and test visual (videos primarily) and text campaigns on Instagram, Facebook and Google Ads. Instagram advertising, surprisingly for a B2B brand, became the key revenue driver in terms of tracked conversions and eCommerce sales.

Part of our social media advertising strategy involved using highly targeted ad creatives coupled with Facebook’s targeting, placement, and measurement tools to gain insights, deliver ad content relevant to the user journey, and increase tracked revenue conversions. We focused on creating Custom Audiences and lookalike audiences to reach prospective customers with highly relevant content.

We also ran social media advertising campaigns aimed at entering new markets such as New Zealand, Hong Kong and UAE - with the focus on generating MQLs for the sales team.

Overall we reached ROAS of around 5, which was a higher than projected ROI.

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Social Media Crisis Management - Case Study

One of our past projects involved working with OMD New Zealand on a consultancy basis - their in-house social media team was requiring input on how to implement a social media crisis management strategy for one of their clients, SKY TV, as at the time their Facebook channel was bombarded with negative comments. Both customers and media alike were turning to SKY TV’s Facebook channel to complain and then gauge how SKY TV responded and handled the matter.

Our key recommendation centred around the need to view this as an opportune moment to turn a sour experience of a customer into a golden one. The first step was to start speaking the language of the customer as not doing so antagonised the customer even further. We recommended proceeding with modifying the community management of this page by drawing up slightly cheeky/more personality/more ‘human’ type of responses. Yes, it was a corporate brand with a specific corporate tone of voice. but when the status quo of dealing with the situation is not working, you need to pivot. At the end of the day, the customers are the ones who have an impact on the bottom line for SKY TV.

A few examples below of their customer comments and our responses recommendations in terms of refining the community management:

social media crisis management case study

‘’Trisha, not only do we hear you, but we even give more than two hoots about you and all of our other customers. DON’T LEAVE US - give us some time to look at the issues, and modify them. The new system is just as frustrating for us when our customers are not 100% satisfied but these things take time so stick with us. You will not regret it in the long term.’’

sky tv social media management

‘’Hi Ian (a.k.a our ‘long suffering customer’ as we affectionately refer to you) - we are working mad hours to make sure we offer ALL of our long suffering customers the best possible deals - sometimes it’s possible, and in some instances it’s just out of our hands.’’

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Innovative Video Marketing for a Tech Startup

One of our recent tech startup clients was Joan (by Visionect) - the focus was on researching, compiling and implementing an omni-channel digital strategy along with a content strategy for their social media channels. One of the content themes focused on brand awareness through innovative video marketing.

Inspired by Jimmy Kimmel's series of celebrities reading mean tweets about themselves, I asked some of the Joan team to read (and address) a few of the Instagram comments they have recently received over on their Instagram profile.

This was the final result - not only were we able to address some of the more ridiculous questions but we were able to showcase the product and the team behind the product:

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Social Media for Dubai Interior Design client

We have recently wrapped up a year long project working on social media strategy and implementation for a Dubai Interior Design industry client. Love That Design showcases regional interior and industrial designs across multiple industries in the Middle East and Africa so it was phenomenal to have been part of their stellar growth showcasing these designs and helping this publishing platform grow and scale, along with securing partnerships which resulted in revenue for the brand. 

social media for dubai interior design

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Content marketing & copywriting - Dubai case study

Majority of small businesses in Dubai cannot afford the luxury of hiring a full-time copywriter yet they are in dire need of copywriting/content creation services for lead generation. This is where our niche digital marketing agency comes in - one of the services we offer our clients is content marketing (i.e creating smart, useful, interesting content that will further grow their business and attract their target market). 

One of our content marketing projects involved working with Love That Design, which showcases regional interior and industrial designs across multiple industries in the Middle East and Africa. We added value to the client by conceptualizing content topics for the Articles section on their website, along with creating the content in the form of copywriting the different posts. 

Some of the posts we've worked on included an 'Inside the mind of ….' series, exploring the state of the design industry in the UAE, taking a look at ergonomics (yes, we somehow managed to make ergonomics sound sexy, we're that good), along with a variety of design tips

content marketing and copywriting services dubai

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Social Media Marketing for hospitality sector-Case Study

One of our key services as a digital marketing agency is helping with social media marketing for the hospitality sector in Dubai - with one of our favourite clients being the much beloved Dubai restaurant, BookMunch. 

social media marketing for dubai restaurants 

About: BookMunch is an award-winning Dubai cafe & restaurant - unique combination of great food in a reading room environment has attracted and entertained impressive numbers of customers of all ages, and with five awards in tow.

Social Media Objectives for BookMunch: To build brand awareness amongst those new to Dubai (usually expats) along with retaining current customers and attracting new customers.

Facebook & Instagram: We developed a specific tone of voice for this family friendly cafe brand to reflect the ethos of the brand along with attracting its target audience through Facebook and Instagram content that focuses heavily on much loved dishes, customer experience, the warmth of the place, and always going over and above for customers - be it at the cafe or via social media channels. BookMunch even made it on the Hotelier Middle East's ''30 F&B brands to follow on social media'' list!

social media marketing for hospitality sector in dubai 

Popular Campaign: One of the campaigns Boguslavsky & Co came up for BookMunch was to utilise one of their most popular social media channels, Facebook, to showcase their team from a storytelling, narrative perspective by launching a new Facebook series of posts titled 'Humans of BookMunch'. These series of Facebook posts have allowed us to 'show and tell' BookMunch's customers about the people with whom they interact on a daily basis with but might not know anything about. 

dubai social media campaign for restaurant

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Consulting on doing business in the UAE - case study

We recently wrote a blog post about breaking into / entering the Dubai market as a consumer brand - whilst for many Dubai is a dream destination for doing business, it's not an easy market to break into if you're not aware of the local ways of doing business, and marketing products, as well as all the cultural nuances of doing business in the UAE. 

Herbex, a South African weight loss brand, got in touch with us recently to advise them on some aspects of marketing their products in the UAE. We helped them with refining their digital marketing strategy along with finessing their overall marketing plan for the region. 

Core focus of the consultancy work included:

***Analysis of previous marketing efforts 

***Advice on brand positioning for entering the Dubai market

***Recommendations for a PR strategy, influencer campaigns, and a launch event

***Social Media strategy advice in regards to the channels that would achieve their business objectives

****eCommerce for the Arab market recommendations

consulting on doing business in the UAE

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Google AdWords Campaign for Dubai Client - Case Study

We've created a brief infographic highlighting some of the results from the first month of running a Google AdWords campaign for a Dubai client (we're a niche digital strategy agency and one of our specialized offerings is running targeted AdWords/PPC campaigns in order to drive traffic and increase conversions for our clients). 

Google AdWords services Dubai - digital strategy agency 

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Outsourcing social media community management

Majority of well known consumer brands are inundated with questions/requests/comments/feedback/criticisms on social media so much so that most companies are not even sure of how to deal with this flurry of activity on their social media pages. For these kind of brands, it might be beneficial to explore outsourcing social media community management to maximise optimum use of internal resources and minimize a social media crisis arising due to lack of knowledge/skills in successfully managing the social media channels. 

One of our social media projects this past year involved assisting with the community management on Pringles South Africa Facebook page - whilst Pringles is a well-known FMCG brand, it is also a brand consumers like to vent about (occasionally). The trick here is converting a negative comment into something positive or at least humorous - we have managed to achieve this on a number of occasions. 

Case-in-point one of our favourite examples of effective community management - taking an angry customer from 'That's BS' to 'I love you Pringles' thanks to an entertaining community management comment.

Outsourcing social media community management to digital agency

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Outsourcing Content Writing

Last year we worked with Exclusive Tables, a mobile app startup disrupting the entertainment industry in Dubai and Spain, and aside from advising on social media strategy and its implementation, we also created niche content for this client in the form of blog posts.

digital agency working with startups in Dubai & South Africa

Majority of startups and small businesses don't have internal resources needed to create smart, well-written, targeted content on a weekly basis for their websites. For these kind of brands, it might be beneficial to explore outsourcing content writing to maximise the ROI on their website. A skilled digital agency will have the knowledge and expertise to write content that not only achieves a specific brand positioning through style of writing, tone, and subject matter, but also takes into account SEO to increase targeted traffic to the website. 

Our content strategy for Exclusive Tables focused on writing entertaining blog posts with a sophisticated/trendy/playful tone that would appeal to the target market being mostly well educated, well earning men looking for a decadent lifestyle. This was Exclusive Tables' primary target market at the time. Some of the core content themes revolved around nightclubs with a difference, bar hacks, best vodkas in the world, and dressing for a night out, amongst other post ideas. 

outsourcing content writing 

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An audit for digital transformation

Part of the initial digital audit phase when working with our B2B clients is assessing their current processes and digital platforms. The focus is usually on agile development and focusing on how we can add value to their business in the areas of speed, scale, and customer experience.

To accomplish this, we explore and research the following areas:

  • If the entire organization has a set of common objectives, goals and benchmarks in place
  • Analysis of the stakeholders involved, especially in regards to feedback and approvals for specific projects
  • The impact of new initiatives on current business processes
  • The processes in place that guide shared learning within the organization
  • Communicating the benefits of new initiatives to internal teams and customers
  • The type of data collection process in places and the the key performance metrics
  • How success is quantified within the organization
  • Aspects of the business that can be automated to streamline operations
  • Tools available to improve customer experience

If your business is looking at digital transformation but not sure where to get started, get in touch with us. 

digital audit - digital strategy agency dubai & cape town

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Social media marketing for consumer brands

The 'secret' (there's no secret - it takes skills, experience, hard work, and a little bit of experimentation) to successful social media marketing for consumer brands is to focus on these key areas:

  • Understand the nuances of each social media channel and the way consumers interact on each channel - you need to be sharing/speaking/communicating the way the users of each specific platform like to interact and engage with that platform. 

For example, GoPro's high-quality user-generated content strategy is one of the main reasons they have over 9 million followers on Instagram. GoPro doesn’t use Instagram to push their products, rather they share user-generated content to celebrate a lifestyle of adventure. 

social media marketing for consumer brands - gopro

 

  • When conceptualizing and creating your social media strategy, make sure you know your audience (target market), your objectives (main reasons for utilizing social media) and create content that is relevant to your target market, your business objectives, and the specific social media channel (vital have a different content strategy for each platform)

Captain Morgan does a fantastic job of this with their YouTube content strategy - cheeky with a bit of attitude, just like the brand itself. With over half a million views per video, it's a content strategy that is definitely working. 

great youtube content strategy example

 

  • Measure, measure, measure - have social analytics in place in order to be able to measure performance of each post and to modify based on analysis. 

We're big fans of Socialbakers. We fid their customized reports in-depth, cohesive and phenomenal for monitoring the kind of social media content that works best in terms of growth and engagement. It’s also a fantastic analytics tool in terms of the demographic breakdown of the fans and followers and their growth over a specific period of time. 

social media analysis of film marketing 

 

  • Be an authentic brand and true to what your consumers/customers expect of you. 

This is where narrative marketing and storytelling come into play - you or your brand is likely to have a powerful story. Share it. Showcase it. Consumers want to know why you care - they want a reason to care also. We recently collaborated with BookMunch to utilise one of their most popular social media channels, Facebook, to showcase their team from a storytelling, narrative perspective by launching a new Facebook series of posts titled 'Humans of BookMunch'.  These series of Facebook posts have allowed us to 'show and tell' BookMunch's customers about the people with whom they interact on a daily basis with but might not know anything about. 

Humans of BookMunch campaign

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