Improved Marketing Infrastructure Resulting in Revenue Boost
Overview
Longo, the largest family-owned electrical-mechanical products and service business in the Northeast, approached Paradigm Marketing and Design to take over its existing newsletter program to fill an internal staffing gap. At the time, they had no defined marketing infrastructure in place, nor did they have an active social media presence. Paradigm not only revamped and revitalized the newsletter program to enhance its visual design, improve content, and refine the process, but they also identified several additional areas of opportunity to bolster sales growth and vastly expand the company’s reach.
Challenge
Longo ran into a roadblock with its newsletter program when the person who’d previously managed it was no longer able to fulfill the role. Viewing the setback as an opportunity to overhaul the program at a more strategic level, they engaged Paradigm to lead the charge.
Taking Action
Paradigm took a strategic approach in overhauling the client’s newsletter program, which included both employee and customer newsletters. The team created a captivating new design, compelling content, and a trivia component to drive engagement, and implemented a sustainable process to manage it ongoing.
During this process, the Paradigm team recognized a critical deficiency in the client’s customer acquisition strategy: they had no formal marketing infrastructure in place and were relying primarily on a direct sales approach to drive new business. With that, Paradigm proposed a robust yet simple marketing infrastructure to transform its lead gen efforts. This included an email marketing program to expand its reach to customers and prospects, social media marketing to increase brand awareness, and videos to highlight the firm’s recent wins and successes. Paradigm also built a marketing-to-sales handoff that holds the sales team accountable for amplifying the company’s reach on LinkedIn and a process that ensures they consistently follow up on leads generated from the marketing initiatives.
Results
113,795
Impressions
Paradigm created a marketing infrastructure that supports a robust multi-touch marketing approach, ensuring consistent and strategic interactions with potential customers throughout their buyer’s journey. Its email marketing program has yielded impressive results, including an $80K project, showcasing the tangible impact of its efforts in driving substantial business growth.
What’s more, in the three years since becoming active on LinkedIn, Longo has amassed a significant niche following on the platform, with a noteworthy 113,795 impressions, an engagement rate of 8.4%, and 2,833 clicks directed to their website.
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$30M
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