Clients
Why partner with the digital CMO?
I pride myself on making sure my clients are front and centre of the work I do so they get the service and results they deserve. learn how other businesses have worked with me to shape their marketing strategy and tactics to achieve success.
Case studies
The Digital Accountant
A brand new, accountancy practice based 100% on the Cloud
The BRIEF
Create a go-to-market strategy to include the creation of personas, messaging, content creation and website launch. To establish The Digital Accountant across social channels for the syndication of value-driven content promoting the blog and services offered, and to activate paid-for social media activity across the Facebook network to support new client acquisition and business growth.
The Strategy
Using the SOSTAC® planning method, The Digital CMO worked with The Digital Accountant to create an easy to use and navigate website that aligned with target personas and used a bright and eye-catching four-tone colour palette. Content is written in an easy-to-understand format and taps into the changing dynamics of the world of work.
Marketing tactics saw a combination of organic and paid-for approaches, with an emphasis on publishing regular blog content in the format of Press Releases, infographics, and how-to guides to support small businesses as they navigate their way through the pandemic.
To drive brand awareness, traffic and new client acquisition, the launch campaign had a multichannel focus. This included testing different ad-formats and target audiences across Facebook and Instagram, daily organic posts across The Digital Accountant’s Facebook and LinkedIn pages, as well as working with affiliates to improve reach.
The Results
Using a system of testing ad format, creative ad copy and retargeting to warm audiences and social engagers, combined with organic outreach and PR activity, new client acquisition is on target to achieve 5-new clients a quarter.
Ad performance saw a well above B2B average CTR (post-campaign optimisation) of 1.31% with the launch campaign generating ROAS of over 457%
Further activity will see other campaigns focusing on key points within the financial year (self-assessment Tax Return deadline, financial year-end etc).
Heaven Estate Agents
Boutique, family-run estate agency in the heart of South London
The BRIEF
Amalgamate two websites to one and overhaul the flow, structure and SEO score of the Heaven Estate Agents' site, so it better reflects the local community and competes against local, more established competitors. This activity aims to scale-up its service offering across residential lettings and support a sales division's launch to help drive additional revenue.
The Strategy
Over a two-day strategic workshop, The Digital CMO devised an agile plan to work with a suite of freelancers to reposition the Heaven Estate Agents' digital presence. Working remotely and across different time zones, she project managed activity, ensuring all stakeholders were aware of their deliverables and deadlines. Utilising the best technical SEO expertise, she worked in partnership with her remote team to produce SEO optimised content, with updated meta-tags and descriptions. Site loading speed was reduced, and images optimised.
The site relaunch saw a brand refresh that played on the name 'Heaven' and featured a multi-channel marketing campaign across social media and print collateral production. Testing different ad formats and creating Facebook custom audiences and lookalikes, acquisition focussed on increasing Heaven Estate Agents' portfolio of landlords. Organic activity saw the launch of the blog and Instagram profile. At the same time, Facebook featured property listings and a fluid mix of posts reacting to industry activity, atmosphere, and news to support the sales division's successful launch.
The Results
The paid-for social campaign across the Facebook network saw an average CTR of 1.71% with a static ad format CTR of 2.84%. This activity alone delivered the results Heaven Estate Agents needed, increasing its portfolio of managed properties, allowing them to continue to match tenants to properties even in the middle of a pandemic.
The site refresh and social media activity achieved its objective to launch a sales division successfully, and despite tricky trading conditions, Heaven Estate Agents is buoyant and growing. Further support will see continued ad-hoc content creation and a focus on increasing Heaven Estate Agents' social media presence across Facebook and Instagram.
Testimonials
Joeri Prosse, Executive Director, Hypercube Video
“Right from the start, I loved working with Jo. She really has a way with people. We had a number of great calls in which she helped formulate a social media and content strategy for my video agency and then had her team work with mine to bring us a ton of value. Jo has a very keen mind for marketing and a great sense of humour. I'm sure our paths will cross again in the future.”
Thomas Peschke, CEO, Tabidus Technology
“Johanna was the leader of the team that accompanied us on the first steps in the market. Despite a variety of marketing disciplines and many people involved, she always kept the overview, showed us the right way and had a solution for every problem. Her understanding of highly complex technical issues was also very impressive. Anyone who has to master a great challenge is definitely in good hands with Johanna!”
Michele Baker, Freelance, Expert Content Marketer
“Jo is, simply put, the best manager I have ever had (and I have had some good managers!). She is highly skilled in all aspects of Marketing and her team management skills are second-to-none. Her personable, approachable demeanour goes a long way to building a team that wants to work hard to make Jo proud, whilst being acutely aware of her authority, a balance that few are able to master as effectively as Jo. She is a bold, strong and inspirational woman, whom I look up to greatly. Anybody would be lucky to have Jo on their team.”
Christopher Wright, founder, the digital Accountant
“I met Johanna three years ago when I worked with her on a project. I knew then and there that she would be the one I would turn to when I needed help with marketing.
That time came in early 2020 when I decided to re-brand my business. Right from the start, Johanna knew precisely what we needed to do to maximise the reach of the newly re-branded business, and the hard work she has done for us has delivered the exact results we wanted.”