WILL’S
MARKETING
EXTRA
RESULTS
SHOWCASING MY RECENT
HANDS-ON EXPERIENCE*
*2018
Currently, PPC is all down to the paid social expert team. I noticed that we were always hitting our daily budget spend and our ads were very plain and boring as you can see. As the team started splitting up, I was allowed to take over the digital side of things for my products. First priority was fixing the PPC campaign - I improved ad groups (we were bidding with ourselves!) added better keywords and also started targeting our competitors. After the instant improvement (see right image) I was allowed to add to the ads. I added sitelinks, a better description, and most recently a call button CTA which has been very successful. In one week it converted 27 customers.
Oh and most importantly, we are saving money. We have spent the same amount spread over 3 months as we did in one month before I started! Our click through rate is climbing up again since the summer holiday ended, and we are getting much more value for money (and more customers!)
Following this, something I’m really proud of is that me taking control of my campaign inspired my colleagues to get on their PPC and improve it. Most of them didn’t know where to start, so I set up meetings with them and a Google Specialist and now they are also seeing very impressive results and improvements. A lot of them were shocked to find out that important campaigns had been paused/not even started - and they didn’t even know!
When I started working on the PPC campaign
When the old digital team were in charge
after
before
2.Email
As with many other parts of my current job, I have taken the lead on the email campaign side of things for my products. Since taking the lead on all the email campaigns, I have been reaching milestone after milestone. Some memorable ones are; achieving Teach Co’s (they own the biggest magazines & sites for teachers) best performing email, growing the CTR rate from 0.5-1% on average to over 5% with just one change in the layout, getting me and my team higher open rates just by implementing emojis and most recently, I have been working on refreshing the standard email templates we have to use. Please check out the web version of the new template, I am hoping to get this used for an announcement coming up!
Teach Co’s best performing email to date
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3.Paid social
Along with PPC, paid social is usually managed by the paid social expert team. I again took the opportunity to work with them and take a lead with this. I noticed that our branding was really slacking and just looked dated, and the ads we were using were just generic styling. I came up with new ad ideas that included copy and CTA examples, and passed it over to the digital team for comment. Thankfully they were happy with it, and so far I have updated the paid social branding, implemented video and animated ads across LinkedIn and Twitter, and I am also in the process of coding a Twitter ChatBot for our customers to engage with. For future announcements we will also be using sponsored hashtags, as per my suggestion. I am waiting on some visual data to show, but all these changes have made such a massive improvement - and of course, we are getting more for our money as I also worked with the team on improving who we target and where!
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before
4.Retargetting
In August, after analysing the current campaigns, I noticed we didn’t have any retargeting whatsoever. The digital team didn’t spot this, so again I took it as an opportunity to take a lead! The campaign is still in its early stages as we are waiting to get more budget assigned, but we were able to run a test and as you can see, just using one AdGroup and only running for a little over two weeks we got some good impressions and clicks!
Best part is, as the PPC is now so efficient and streamlined, the money we save will basically be paying for this, and hopefully with some budget left over.
5.REPORTING
One of my main and most frequent tasks and responsibilities is to create and contribute to reports weekly, bi-weekly, and monthly. These consist of marketing activity reports for directors and stakeholders, social media reports for the PR company we work with (and just for the record) and various other reports in DataStudio and Hotjar for web and other analytic related metrics.
A few months ago, I took on the lead and responsibility of doing these reports frequently, as well as doing analysis reports for other marketing teams to offer suggestions and help them streamline their campaigns.
I also created the marketing teams reporting template, which is used across the company! Reporting is something I enjoy doing as I think its good and important to keep a record of activity and milestones.
6.SEGMENTATION
Segmentation has been a really important and frequent part of my job; whether it be for direct mails, web advertising takeovers or email campaigns, I have managed to get to grips with segmenting data really well.
For optimal results of my campaigns, I segment the data as much as possible. As you can see to the left for example, a standard school email vs a ‘TRG’ funded school has a bit of a different wording, but it did much better (especially with CTR) than when we would send the same email to both types of lists.
The same applies for my direct mail campaigns, slightly different wording and data, but ultimately the same message. This has also given an increase in leads, web sessions, and prospects as the segmenting is more focussed and targeted.
Some physical marketing campaigns I executed. Segmented by standard school and a ‘TRG’ funded school.
Main difference is usually wording and the offer/prices of the product.
Standard school vs ‘TRG’ funded school segmentation
EXTRA
BITS & BOBS
LEAD GENERATION
As well as having the responsibility of generating prospects & MQL’s, I also need to hit form sign-up targets. As you can see, emails are the most popular medium these sign-ups come from. Every week or so, I will segment different email lists and even do bespoke and internal emails to get emails so we can cross-sell and upsell other products.
LEAD
FUNNELS
My main goal was to target schools and teachers to purchase a subscription to the line of books I was marketing.
As you can see, when I took over nearly all of the work, things really started taking off. MQL’s especially. After the success, I had the opportunity to market a new Maths Mastery guide, so I spent my budget there, until it was time to target teachers again for September, which is really doing well
When I started
Yearly targets were 90% reached so budget went into me marketing a different product line
Retargeting teachers to prepare for the new school year
Even as prospects fell a little, actual qualified leads kept rising!
WEBSITE WORK
Alongside my marketing and creative passions, I love coding and have a strong interest in improving and adding better functionality to websites.
The old Power Maths website really started looking messy, narrow and out-dated. I worked with the web team to introduce a much more easy on the eye, modern, sleek new website template. According to our heatmaps, customers are using the live chat button more as its on the right hand side for example, and customers are going to check-out more as the pricing is one of the first things they see, where as beforehand, they had to click around for ages to find pricing. This has increased web sessions, prospect and MQL numbers and has hopefully improved the customer journey and experience! This template is now being rolled out on all other product pages currently.
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before
SEO/SEM
SEO ranking is obviously very important, and for some reason our ranking was really low for products, even if an exact search query was used. I managed to work with the web content team to introduce some code like meta tags etc to help rankings, and give us a bigger web presence (see left, the description and logo make us stand out!)
Even though we have PPC ads running above it, having a higher SEO rank comes in handy when we need to turn some campaigns off to allocate the money to another campaign!
Having this organic ranking has not only lowered our PPC cost, but it has also generated a ton more web sessions and traffic which has lead to a rise in customers purchasing.
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BUDGET
Management
I have a fair amount of experience managing big budgets. My last two roles included managing $150k in funding and around £30k in revenue.
For my current role, I was allocated the most amount of budget out of my whole team. I worked with the marketing managers and directors to allocate the money for campaigns, splitting it between physical and digital campaigns. So far, I’ve somehow managed to come slightly under-budget each time which I’m quite proud of!
Managing this budget has given me so much more exposure and experience to different types of marketing channels, as well as improving my budgeting skills for the digital side of things.
My total budget so far = £96,150
SCHEDULING TOOLS
Scheduling campaigns whether they be for email or social media etc has been a daily task of my job since I can remember!
I enjoy scheduling and testing different metrics, like activity times for example. I have used every type of platform you can think of; TweetDeck, Hootsuite, Buffer, MailChimp, Maxemail, MailWhizz etc. These are strong tools in their own right but I eventually started working on my own tools (see examples on the right)
These are their own independent services too, so they are used by other people and companies to manage their social presence!
COLLATERAL
DESIGN WORK
Some of the collateral and assets
I’ve created
*2019, 2020
CASE STUDIES
All available on oxehealth.com/resources to view in greater detail, read etc. For these case studies, I worked with our insights team on compiling data from surveys, interviews, round-table events and group sessions to form a 20+ pager initial analysis document. Once turned over to the NHS Trusts board, we then began the process of cutting the content to form an easy to read document full of skim-able and short but hard hitting insights.
I design the branding, layout, graphs and additional components on these items, turning them into templates for future use (InDesign, Illustrator and Figma)
STORIES
All available on oxehealth.com/resources to view in greater detail, read etc. For these customer stories, or “Stories from the Ward”, I worked with our insights team to take real-life patient and staff experiences using our system and turn them into short stories. Starting with a backstory of a frequent issue or way of working before the installation of our system, and then introducing the day-to-day benefits of using the system and how it’s helped.
I design the branding, layout, graphs and additional components on these items, turning them into templates for future use (InDesign, Illustrator and Figma). We are approaching 40 of these in a year!
ASSETS
Examples of assets created for advertisements, social media campaigns, etc.
I design the branding, layout, graphs and additional components on these items, turning them into templates for future use (InDesign, Illustrator and Figma).
WEB WORK
Webflow, HTML, PHP, CSS, JS are tools and languages I use on the daily in work and personal projects. To stay relevant to professional work, here’s what our website looked like before and after I joined and completed our brand refresh. I worked heavily - in detail - with our design agency on the concepts and implemented many new animations, UX interactions and components for the final site. I now manage the website and continue to build new tools in code, like an e-signature generator, branded URL shortener, biolinks page, and our custom built learning academy.
BRANDING
At the start of 2019, I presented to our board of investors my goal of rebranding. Taking our companies look, feel, messaging and turning it from a Uni spin out looking brand to a reputable global leader that is modern, scalable and stand-out. Teaming up with a well- known agency - H:F - I worked with them to develop our new messaging, brand proposition, look and feel, logo and company story. I wanted to ensure scalability for the brand, and in-turn developed brand new concepts such as brand sub-types for our cloud service, our learning hub, Research Forum, key departments (OxeMarketing, OxeInstalls, OxeLeadership) and built in new messaging to tie in with our logo all around “Foresight” (The chevron symbol in the letter X, if you didn’t notice! To demonstrate forward thinking, proactive foresight; important parts of our brand we want to convey). The agency and board were wholly impressed with my input, ideas, responsive logo and it is now our official brand.
LEADERSHIP
In my roles, I love to be proactive in developing ways of working with my team-members and colleagues. It helps improve cross-functional working, enables others to learn more about their role and progress further using new and innovative tactics they may not have known about.
I have created team building workshops, social media workshops, efficiency/handover blueprints, offsite team exercise workshops and more. On this page I’ve dropped in some screenshots from some of these slides!
ANY
QUESTIONS?
CONTACT:
hi@will.me.uk / +44 7896913788
EXTRA
BITS & BOBS
WILEY
CAMPAIGN STRUCTURE
Outbound Demand
Generation
*2018
THE APPROACH
The way I would approach building this plan; I would hold an initial meeting with the solution advisor(s) to work on a detailed campaign brief that would include targets for leads/prospects, conversion rate, MQLs and the acquisition goal for each step in the funnel.
I would then introduce the sales executives and field and product marketers to draft out a plan to firstly get our target customer base engaged. As we would be going for an outbound tactical plan, the goal in my opinion would be to focus on creating a campaign that would consist of; trade show/events, email campaigns, direct mail pieces and demo appointments.
THE STRUCTURE
We would develop a structure brief, for example like this:
Field & Product Marketer
Solution Advisors
Sales Executive
Supporting initial demand generation brief
Demand planning & briefing
Promotional material
Direct mail & email campaign
Referral to a prospect / demo sign up form
Supporting nurturing process
Onboarding
Customer journey review
Maintaining campaign, adjusting where needed
Lead and prospect contact
Organising demo visits
Onboarding lead down the funnel to be a customer
THE TOOLS & PROCESS
To build & execute the outbound campaign, I would enlist the help of the softwares below!
Take the Prospects generated from demand gen to SalesForce
Then we’d create a canvas in Eloqua to send out marketing activity like emails. The canvas would also include what to do if the prospects open the mail, and if they don’t we could resend a different email
For example, if the prospect was to open the mail and clicked a link, they’d be directed to a landing page in which they’d fill out a form
This is where the sales executives and solutions advisors would come in to nurture the prospect and then help turn that prospect into an MQL / customer
To monitor, report and make sure we have hit the 10% acquisition target, using Eloqua’s built in reporting dashboard would give us a good overview of this. Then we can use GA and DataStudio to put all the info nicely into a presentation, and we can create dashboards including this info and have different reports and Dashboard for the Sales team etc
SUCCESS
To measure the success, we can take the Eloqua and Data Studio reports and see the overall performance and key numbers, like conversions, MQLs, open rates etc.
The measure the success more accurately, it would be important to make sure we have met the key success factors:
We can then take the data we have and use the reports and DataStudio dashboard for example to answer the following:
With these questions answered, we can make a final conclusion on the overall success of the campaign! We can then use this data and put it side by side with our 10% target to get the final results and picture of the campaign suceess.