In today’s digital age, startups face a challenging landscape where traditional marketing methods no longer guarantee success. To thrive and scale their business, startups must take a strategic approach to capturing the attention of their target audience.
Frustrated with stagnant growth, a Latinx Media Startup, co-founded by a latin food anthropologist and former Condé Nast editor and a former advertising and sales executive, focused on bringing authentic family recipes to users, approached Ona Media Company to help increase monthly traffic to their website to unlock revenue earned from advertisers – they felt bound by the “algorithms.” They were ready to give up what was once their most effective strategy for driving traffic: social media advertising.
Following a thorough evaluation of the company’s performance and their clients’ objectives against audience and market data by Ona Media, we recommended that they shift their priority from focusing solely on traffic, to a more robust strategy of building up their subscriber base. This approach resulted in a longer, more sustainable and scalable impact on their website performance, which, in their world, means more money from advertisers!
Ona Media’s strategic marketing plan included:
- Developing an effective lead generation campaign.
- Curating high-quality gated content using existing and valuable content from the company’s website.
- Creating a stunning and user-friendly customized landing page.
- Launching an email automation funnel aimed at growing revenue with targeted and engaging emails that get more customers to open and click.
- Social media advertising with personalized targeting, creative formats and ads that “don’t feel like ads”, aimed at reaching a new targeted audience.
- Identifying, understanding, and engaging a new target audience – home chefs.
Leveraging the existing advertising budget, our strategic marketing plan achieved the following results within the first 30 days:
- Almost 500 new quality email contacts were generated
- Advertising campaign produced over 400 positive reactions including a record number of comments, shares and saves.
- Conversion rate from customer click to customer data submitted was almost 20% –significantly higher than the industry average.
- Client newsletter featured content from the new campaign, produced the highest number of audience clicks among emails sent within the last six months.
- Monthly pageviews were over 200K, which exceeded the campaign goal.
As such, startups and small to midsize businesses need to focus investing in their owned assets like their email lists by creating valuable content, leveraging advertising, and utilizing various digital marketing techniques to make the systems work better together. This approach will ensure that your company keeps the power of its marketing data versus losing it to the third party marketing channel it may be using.
Drop us a line if you’re interested in what this looks like for your company.
