Digital Marketing Strategy for MBR Group

Digital Marketing Strategy Development for MBR by addtwelve - main channels
Back in 2015, the majority of advertising agencies had a reason to believe that telemarketing drives their sales. Some of Miami advertising companies thought that there is no use on the Internet in terms of prospecting, they need to actively seek their customers offline. 3/4 of such agencies has gone from the market over the next few years. Only those who adopted inbound marketing have remained. MBR Group has become one of them.

MBR Group was a full-service advertising agency which has been established in 2015 and operated in Miami Beach, State of Florida. The company was an affiliate with well-known Moscow advertising agency ROSST and set in the U.S. as its branch that deals with the American market. MBR agency believes that, first of all, good business supports people, that is why it must become better and bigger every day.

Agency’s team came to South Florida to accelerate and maintain business promotion. A wide set of services together with long-standing experience in advertising in Europe could make MBR number one supplier for Miami companies. However, since the beginning, the agency faced a lack of clients, although there was a huge demand for marketing services coming from local small and medium businesses. MBR Group used telemarketing combined with prospecting as the main source of new business. Eventually, the stakeholders had understood that the tactic that was used in Russia no longer worked in the U.S. for B2B.

addtwelve had cooperated closely with MBR Group for a long time. Our agencies have started the business together and supported each other, religiously.  addtwelve leaders have discovered inbound methodology and then proposed to acquire new business via lead generation on the web.

Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects in the hope of lead generation or customers. On the other hand, outbound marketing refers to any kind of marketing where a company initiates the conversation and sends its message out to an audience.

As a part of the digital marketing strategy addtwelve Digital Marketing agency's team conducted the research to develop marketing personas (members of the buying center) and design their journey. According to psychographic criteria of each persona, the creative strategy (messaging) had been determined. It directly affected the content published on MBR's website and its feeds on social media. Customer journey had ruled integrated marketing communications and the digital marketing mix. addtwelve came out with a list of the most effective channels to pass the message to the audience (paid and organically).

It was obvious that as modern marketing agencies, both of our companies need to attract the clients by developing and promoting solutions (marketing service-oriented products) designed for just a few selected business areas (such as real estate, tourism, etc). It could also be considered as a content generation with use-cases. Thus, the creative strategy we developed required MBR Group (together with addtwelve's team) to generate and publish use-cases targeted to specific industries. That was pitched as an ultimate solution for real estate, tourism, restaurants, and other types of businesses.

As a part of the communication strategy, we were eager to engage the narrow audience represented by each marketing persona with the minimum spends. According to the customer journey, addtwelve proposed to market use-cases on search engines and promote vlogs on Youtube to generate leads.

Overall, the digital marketing strategy included sales process funnel that had 6 stages: incoming lead (generated by Internet marketing) - phone contact - first meeting - solution developing - second meeting & presentation - contract/sale. Display ads and well-targeted paid social media were used to nurture those leads by moving them down that sales funnel.

In the long run, the digital marketing strategy, we had developed for MBR Group, created a stable flow of leads. Almost 70% of those leads started coming from earned (organic) sources. However, to maintain the flow MBR Group was ought to generate new content and update the old one on regular bases.

addtwelve Digital Marketing agency has a strong expertise in B2B digital marketing strategies, we are happy to meet your brand and to develop another ultimate, cost-effective solution that addresses your business needs. Go ahead and schedule an appointment with our experts right away.

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