Content Marketing & Social Media Advertising

Spaces Corporation aiming to contribute to organizations’ growth, by providing them state-of-the-art consulting services. The company has multiple divisions all over the world and it initially began as a small management and financial services consulting firm, but within ten years of its existence, the company managed to develop itself by sustaining growth and offering a wide set of services to its clients. Spaces also dedicated particular attention to its digital presence, and recently, it has recorded a 200% profit growth by attracting five million visitors to its website. This prolific success came after several endeavors conducted to its social media and digital platforms.

As a consulting company, Spaces offers a vast array of services to its clients, from strategic consulting to a marketing consulting to financial consulting. The company started its activity in December 2017 and in order to promote itself, we ran a wide set of marketing and communication approaches. However, these approaches weren’t as satisfactory as expected, due to the audience targeting process, with Spaces focusing more on B2C clients instead of B2B clients which constitutes the major customer base of Spaces. The problem was rectified since then, and a special approach to B2B clients was conducted, with appearances in business magazines and business fairs and shows.

The activity outgrew sturdily within the first three years of Spaces’s existence. Nonetheless, in January 2021, the company experienced a slump and slowdown in its activity, mainly due to the decrease in sales and profit. The main reason for this slump was the inadaptability of the new marketing plan, which was ineffective because it did not address the relevant target, the budget was not respected which generated more costs to Spaces. Furthermore, the marketing initiatives are taken, which were billboard advertising and TV/Radio ads were not as reliable as expected, which as aforementioned resulted in a budget exceed. Also, there was a need for a digital presence, as it was a concrete communication channel.

With the aim of solving this issue, Spaces had to implement a new breath within its structure, the marketing department was not performing well and the company needed an outside perspective. For this matter, we decided to go with an external contractor for marketing and communication, especially for digital advertising, which meant the need for an adapted communication agency. For this purpose, Spaces contacted many in-town agencies and asked them to pitch their propositions. A prior informative email was sent from these agencies so we can know their specifics and experiences with this kind of problematic. Henceforward, we selected three agencies that presented the abilities we needed. Then, the selected agencies GreatCom’, Infowise Analytics, and Digicom were invited to our headquarters to pitch their projects and propositions for us. Then, it was an undeniable fact that Infowise Analytics Digital Marketing Agency was the adapted agency for us as they outperformed in their pitch which was relevant and reliable.

After the selection of Infowise Analytics Digital Marketing Agency, we addressed our problem to them and asked them to come up with ideas and initiatives related to digital marketing and advertising. The main areas of improvement were the corporate website and the social media presence, which were two critical areas that needed to be sustained and developed. With the aim of improving its social media presence, Infowise Analytics Digital Marketing Agency proposed a thorough digital marketing plan with a strong emphasis on content marketing, as the agency first identified Spaces’s audience, then it started content campaigns on Twitter, Facebook, and Instagram. On a regular basis, social media posts featured practical information and news about the consulting industry, with an in-depth explanation of consulting and its numerous branches. In order to support the content, a certain number of these posts were broadcasted with paid advertising so they could reach as many users as possible. Furthermore, the Spaces website was rearranged, with new rubrics, a user-friendly interface, and a responsive design so the website is well-rendered when it is visited through mobile. In addition, a white paper defining the company, its objectives, and its organization was displayed on a website page, and visitors had the possibility to download it.

To sum up the marketing plan, the initiatives proposed by Infowise Analytics Digital Marketing Agency are listed as follow:

So as to clearly track objectives and results, a set of KPIs (Key performance indicators) was set prior to this content marketing initiative. Amongst these indicators, page visits were a reliable KPI to track the website performance, which has seen a growth of nearly 95% over the last two months. The white paper experienced huge success as the number of downloads reached 234, while the time-on-page indicator consequently increased, attaining an average of 4 minutes 24 seconds cumulated spent on the website’s pages. As for social media, comments and shares have seen an exponential augmentation through the last two months, with a publication featuring more than 185 comments, and the overall number of shares reached 96 shares, which in comparison with the two last month’s represents a 123% growth. The implementation of paid advertising within Facebook and Instagram led to the increase of followers, as the number of followers on Facebook extended to 9,853 and on Instagram 11,276.

These results stretched a vague of optimism within the marketing and communication departments of Spaces, yet the team members strongly agreed that these results should be continuously enhanced and the performance decline should absolutely be avoided because it can rapidly jeopardize all the efforts and endeavors put on the digital area. As a matter of fact, the aforementioned departments alongside the top management board fixed growth of 350% as a next objective and the team swiftly started to think of other initiatives related to content marketing.

Infowise Analytics Digital Marketing Agency has done a tremendous job with our problematic. By dint of this amazing work, we will surely recommend Infowise Analytics Digital Marketing Agency to our clients. Furthermore, we will implement a specified campaign spreading the benefits of this mutual cooperation between us and Infowise Analytics Digital Marketing Agency, a campaign which will be featured on social media and on our website.