Digital Marketing, Marketing Strategy
The Highlights: Understanding your client’s industry yields rich results.
The Challenge: Applying B2B marketing strategies to grow beyond food safety training requirements.
ImEPIK is a market-driven eLearning company focused on the development of high-quality food safety training. Their flagship product is a federally mandated course, making it an easy sell. However, what the company had in opportunity, they lacked in the way of marketing strategy.
The company had leveraged partnerships for a significant portion of its monthly revenue. When we began working with them, our dual mission was to help their team increase revenue from direct sales and improve brand visibility.
At the time, direct sales were already seeing increases due to a newly implemented SEO and paid search strategy. Still, ImEPIK was looking for new ways to bolster marketing efforts with quantifiable results and a funnel filled with new prospects. Additionally, the company was preparing to enter a new market with an online training course for cannabis edibles.
The Results: Online visibility and expanding ImEPIK’s core audience leads to more sales.
Mayes MarCom more clearly identified the company’s ideal customer and mapped their digital journey, which allowed us to quickly identify opportunities for audience engagement and lead generation.
Our team then implemented the plan to increase web traffic and brand awareness, specifically through drip email campaigns, high-quality content marketing, and LinkedIn campaigns targeting decision-makers.
Results were quick to follow — direct, and email-related website traffic increased more than 60% in the first 8 months. Overall, these efforts resulted in increased sales and website conversions.
Email open and click rates outpace benchmarks to this day, and content marketing and advertising programs continued to bring new customers to ImEPIK.