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Project: Write original content, find & license images and load content into WordPress. Improve navigation with internal links, buttons and tabs.
Client: An experiential marketing firm, Fractional CMO (Chief Marketing Officer) consultant and speaker. https://mogxp.com/ Website Goal: Convey client successes to attract new clients in the three industries. Challenge 1: Multiple Target Audiences Target Audience 1: Businesses that could benefit from experiential marketing services. Target Audience 2: Businesses that could benefit from Fractional CMO consulting services. Target Audience 3: Businesses interested in improving their marketing strategies. Solution: For Target Audience 1: I wrote engaging content highlighting the benefits of experiential marketing and explained the different types. The client had some great success stories that were initially PDFs that she emailed to prospective clients. I recreated the PDFs and included them on the new site. For Audience 2: I helped readers understand what a Fractional CMO is and the benefits to hiring one. This speaks directly the “what’s in it for me?” question all prospect have. For Audience 3: I wrote compelling content that informed business professionals how the client could help them improve their internal marketing strategies. I established the client's credibility by highlighting her many past successes and big-name clients. Since many of the past successes were done while the client worked for someone else, we used an FAQ approach. This allowed her to talk about past successes with concrete examples without compromising previous relationships. Result: The client has added clients and continues to grow her business. She was so happy with our work, she has referred new clients to my client. Since I worked for this client as a subcontractor to a digital marketing firm, I do not have access to statistical data. I thoroughly enjoyed working with this client and glad I had an opportunity to help her grow her business. |
Project: Write original content for a revised website.
Client: A general contractor / property services company. http://www.anchorpropertyservices.com/ Website Goal: Attract new customers and sell services to existing customers. Challenge 1: A lot of competition and distrust in this industry. Contractors and home improvement companies are notorious for offering deals to gain customer business but then provide low quality customer service and products and often overcharge. Or they go out of business or fail to complete a job, and then the customer is forced to find a new contractor and incur more costs. Solution: This client's unique selling proposition is a dedication to quality work in a market not necessarily known for it. They are not the cheapest contractor in their market, so I needed to convey to prospective customers their professionalism and dedication is worth the extra costs. I conducted a fair amount of research so I could accurately describe the variety of projects and services they offered. The content had to explain in layman's terms home improvement projects and materials, as well as convince the reader to hire this client, even though their rates are a little higher than their competitors. First, I established the client's credibility by showcasing a multitude of prior projects. I provided a lot of "free" info about home improvement options. Instead of merely telling readers what the client can do for them, I ask readers a variety of questions about their home improvement project goals to engage and inspire them. This sends a message that this company is dedicated to fully understanding their goals and desires before the customer has even signed a contract. I crafted the About page to demonstrate to readers the client’s history and motivation to start his own company. This helps instill trust and establish credibility. Result: The client has added new customers and continues to grow his business. I enjoyed this project and learned a lot about all the home improvement options! |
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Project: Write original content, find & license images and load content into WordPress. Improve navigation with internal links, buttons and tabs.
Client: A start-up business owner with a niche app and service for the food-production industry. http://www.rogohub.com/ Website Goal: Promote the service to vendors, educate users and engage new clients. Challenge 1: Multiple Target Audiences Target Audience 1: Food ingredient production vendors Target Audience 2: Food scientists, culinologists and research laboratories. Solution: I wrote concise content that immediately demonstrated to food vendors how using the client’s service would improve their bottom line. The service streamlined a normally cumbersome process and differentiated them from their competitors. I established the client's credibility by demonstrating that the client fully grasped the challenges vendors faced and created a solution specifically designed to solve that challenge. We used questions and FAQs to engage readers. I created separate pages for the researchers (Target Audience 2) to learn how to use the service and how it would simply their jobs and improve productivity. Getting researchers onboard with the service encouraged them to ask other vendors not using the service to add it, essentially turning them into sales people! Result: The client has an established, growing business now and has plans to expand into different industries. I also wrote a variety of email marketing campaigns to promote the vendor's product to prospects collected at trade shows. I was excited for this client to get his startup off the ground and glad I had an opportunity to help. |
Project: Write original content, find & license images and load content into WordPress. Improve navigation with internal links, buttons and tabs.
http://cultrissecurity.com/ Client: A commercial and residential security firm who designs and implements a variety of high-quality security products and services. Website Goal: Attract new residential and commercial clients and sell services to existing clients. Challenge 1: Multiple Target Audiences Target Audience 1: Residential customers who own homes, rentals and vacation homes Target Audience 2: Commercial customers Solution: For Target Audience 1:, I wrote engaging content highlighting the benefits of how investing in better security and protection would reduce the likelihood they and their loved ones would become victims of theft and/or violence. For Audience 2, I wrote content that immediately spoke to business owners how protecting their employees, equipment and facilities was a worthy investment. I created different pages and sections for the various types of protection (intrusion, access control & video surveillance). Challenge 2: A lot of competition and distrust in this industry. Security firms often have a reputation for offering deals to gain customer business but then provide low quality customer service once products are installed. Or they go out of business, so the customer must find a new vendor for upgrades and service and incur additional fees. This client's unique selling proposition is a dedication to quality work in a market not necessarily known for it. They are not the cheapest security firm in their market, so I needed to convey to prospective clients their professionalism and dedication is worth the extra costs. I crafted the About page to demonstrate to readers the client’s history and motivation to start his own firm. This helps instill trust and establish credibility. Result: The client has added new clients and continues to grow their business. They often refer new clients to my client. I also wrote some blogs for this client. I thoroughly enjoyed working with this client and learned a lot about security. I’m glad I had an opportunity to help them grow this business. |