DXBEE
EVENT TECHNOLOGY CAMPAIGN
Digital Strategy Included
Buyer Persona Research, Keyword Research, Blogging, Content Creation, Copywriting, Landing Page Development, Email Marketing Automation, Social Media Management, Content Calendar Design
DXBee is a digital transformation agency based in Dubai, UAE. Adding interactive technologies to their services, the CIO was looking to test the waters and define who their target clients would be.
INSIGHT
Creating buyer personas are the easiest way to target a segmented audience, produce quality content and self-identify what strategies and demographics aren’t worth investing in.
STRATEGY
Complete buyer persona research into potential clients for DXBee’s interactive technologies. After this was completed and I defined 5 potential demographics, I decided to target event professionals. Interactive technology is the fastest growing event trends and would be a great inbound content marketing opportunity.
EXECUTION
Keyword Research
Targeting events professional in the UAE, I first completed keyword research on trends, questions and long tail phrases that were being searched locally in relation to events. After completing this list and having a difficulty score for which keywords would be easier to rank on search engines for, I chose the 9 keywords phrases that would be fairly easy to rank for, to quickly increase visibility in search engine results pages organically.
Content Creation
Using the long tail keywords, I created the content calendar for their month including SEO keyword rich blog posts, conversion driven landing pages, automated email sequences, and automated social media posts.
Blogging and Landing Page Development
1. Awareness Stage Readers
I created blog posts for events professionals who were still learning that interactive event technologies were available for event management. These posts focused on education readers.
Each of these posts lead to a landing page to download an infographic that I designed, teaching them more about event technology.
2. Consideration Stage Readers
I created blog posts for people who may be considering what event technology would be best for them. These posts lead to a landing page to download a guidebook on how to choose the right technology.
3. Decision Stage Readers
I created blog posts for people who know exactly what technology they wanted for their event and were in search of an agency that provided them. These posts lead to a landing page to schedule an in-person consultation.
RESULTS
Through targeting keyword rich blog posts at potential leads based on where they were in their buying cycle (awareness, consideration, decision) and allowing them to sign up for free downloadable, I automated the audience segmentation. Potential leads self identified themselves based on what type of content they downloaded.
Each person who downloaded content received an automated email, pushing them further through the sales funnel.
12 Event Technology Leads were identified by requesting a free consultation from us via the decision phase landing page.
159 New Email Contacts were created through contact sign-ups
