Taking a holistic approach to your digital marketing strategy can have a huge impact. There are over 100 digital touchpoints a user can have with your brand online. Earthly marketing strategy focussed on maintaining a consistent message, meaning that no matter where the customer engaged with Earhly online, the messaging, design and call to action was clear.
Earthly first approached Digital Ethos as a crowdfunded startup needing support in all channels of their online marketing. Earthly is a B2B carbon offset platform, backed by science and led by the world’s most ambitious businesses.
The main aim was to increase brand exposure, be positioned as thought leaders, capture attention and generate leads – whilst educating the audience of the global impact of climate change.
One of the first tasks we carry out with startups are ‘go to market’ sessions and ‘persona’ workshops. This allows both the Digital Ethos team and the Earthly team to fully understand who the target market is, what channels to communicate with them on and what type of messaging will best resonate with those audiences.
Once we understood our core segments and personas, the campaign was delivered in a phased approach. One of the first activities we launched was a paid search campaign on Google and Bing, gaining instant exposure for both branded search terms and industry relevant keywords.
Whilst were gaining traction through PPC, Digital Ethos were building the foundations of a strong SEO campaign. Creating an in-depth resource centre based on keyword and competitor research.
The organic social media campaign and the PR campaign were executed simultaneously, communicating Earthly as a ‘hot topic’ in the tech startup industry. The main themes that were communicated across socials included nature-based solutions, business case studies and mother-nature at her finest.
Ongoing email communication was delivered to keep both businesses and investors updated with the progress of projects and the results. The ongoing goal is to build the organic distribution list and segment the communications even further.