Foxtail Marketing

BACKGROUND

Oseco is a manufacturer of rupture discs and safety pressure relief devices for upstream oilfield, chemical processing, and fire safety industries. My role in marketing communications has been faced with the challenge of connecting our sales teams with the right digital leads across 3 diverse business industries.

OPPORTUNITY / CHALLENGE

By nature of the industries, our sales cycle can be fairly long. In a business-to-business marketing environment, Oseco's marketing challenge has been to identify our leads digitally and run targeted digital campaigns to capture them, rather than advertise to any and all. Our markets are highly specific and so casting a large net for top-of-funnel awareness is not the most effective strategy for our business. We sought out Foxtail Marketing to help us analyze our current digital platforms and to help us run targeted campaigns to reduce the "wrong" traffic we were getting and increase our ability to find the "right" traffic.

SOLUTION

Foxtail Marketing offered “a-la-carte” campaign options to help us piece together a 90-day trial campaign that suited our needs for an experiment. The campaign included content for 2 of our 3 business industry segments and helped us to get a handle on our SEO and PPC campaign hygiene. They provided detailed reporting on what was and wasn't working about our existing strategies and then gave task items for making improvements.

RESULTS & FEEDBACK

Along the way, we learned about the health of our website and the areas lacking for SEO. We were able to reduce our web traffic (a good thing since so much of it was irrelevant to our industry!), and hugely reduce our bounce rate simultaneously. This showed us that we were getting fewer of the "wrong" people to our site and that we were offering more relevant content to those that were coming through to the site since the bounce rate reduced. We ended up hiring Foxtail Marketing to manage our SEO and PPC for us on an ongoing basis and are seeing continued improvement as a result.

Oseco continues to benefit from the expertise that our dedicated Foxtail team brings to the table. We are experimenting with different content pieces and campaigns to see where we get the best results for each segment. The Foxtail team has done a great job of making themselves available, providing info and reports, and maintaining an open line of communication. Their analysis and reporting feedback continue to be a helpful and educational resource as we proceed with more targeted digital campaigns for each of our 3 business industry segments.

BACKGROUND

Revere Health is the largest independent physician group in the state of Utah. We have more than 100 locations throughout the state and into Arizona and Nevada offering a variety of specialties and general healthcare services. 

As the communications coordinator, I work to improve both internal and external communication processes in order to maintain brand identity and a positive reputation throughout the clinic and the communities we serve. 

OPPORTUNITY / CHALLENGE

As such a large healthcare group, we have the ability to reach a massive audience through social media and blogging. While we were doing a fair job creating and sharing content, we didn't have the time to dedicate to it so that the audience reach and engagement could be at the place we wanted it to be.

SOLUTION

We found Foxtail Marketing online and saw that they had excellent client reviews and seemed to provide great customer satisfaction. With so many doctors and specialty groups wanting more social media interaction, we needed help generating content, managing SEO [search engine optimization], monitoring social ads, and tracking our metrics. We started working with Foxtail in February 2016 and have been working with them on ongoing projects since.

RESULTS & FEEDBACK

The team at Foxtail Marketing has been excellent to work with. They listen to our goals and continually try to improve what they have already accomplished. We've seen increased engagement online and have been impressed with the team's hard work and effort. They write 30-plus blog posts every month, create five infographic and e-books a quarter, and post daily to at least 10 Facebook pages.

The Foxtail team is efficient and effective and produces high quality work. We enjoy working with them and are glad to have their expertise. They are strong with communication, fast turnaround because of this.

BACKGROUND

Please describe your organization.

We sell hundreds of different personalized gifts for weddings, holidays, and so on.

What is your position?

I am the owner of the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Foxtail Marketing?

We needed to make our brand better-known. We recently went through a rebranding.

SOLUTION

Please describe the scope of their involvement in greater detail.

Foxtail Marketing has helped us with social media outreaches, branding, SEO, Facebook ads and Google Ad Words.

Their team is doing a lot of A-B testing for determining which ads are performing better. They have a good system which enables them to figure things out quickly and be more forward on the ones that are performing well.

How did you come to work with Foxtail Marketing?

There are several companies in our area specializing in this type of work. My brother-in-law works for Foxtail Marketing. I had no idea of what they did until we met with them. I visited their offices and got a feel for what they do for their clients. They seemed to be the perfect fit for my company.

Could you provide a sense of the size of this initiative in financial terms?

Their fees for the first year are expected to be around $65,000. We plan to spend around 1 million dollars in Google and Facebook advertising.

What is the status of this engagement?

The work is ongoing. We started our collaboration three months ago.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We are running several campaigns which are geared around building our lead database, which have worked quite well. A lot of people are signing up for our newsletter. We can contact them down the road, so Foxtail Marketing is not only capturing customers, but they're capturing potential customers.

How did Foxtail Marketing perform from a project management standpoint?

Foxtail Marketing told us to not expect tons of results within the first 60-90 days. A lot of the effort went to building our brand and social media pages. We're starting to see a return on investment.

What distinguishes Foxtail Marketing from other providers?

Foxtail has quite a few groups who work as teams. We've been happy with the people we've worked with and I couldn't imagine a better team than ours. I've heard nothing but positive things about all the teams at Foxtail.

Is there anything Foxtail Marketing could have improved or done differently?

Honestly, there's nothing that I could think of.

BACKGROUND

We are a small business startup located in Jackson, Mississippi. We are an online interior design concept specializing in trade-only goods buying service. Our target market is consumers of high-end home furnishings, mostly homeowners who are 30 to 45 years old. I'm the owner and currently the sole employee of the company. 

OPPORTUNITY / CHALLENGE

People don't have access to trade-only goods and have to use a decorator if they want to utilize the full range of interior design products that are out there. Without trade-only goods, it's much more difficult to customize your space. Often, people who can afford high-end decor and designer products don't even know what all is out there for their use. They need to be educated.

I needed to let people know that they can access these high-end, trade-only goods. People who are comfortable executing inspiration found online can use Club Sally to implement their custom designs.

Even though most in our demo can afford a designer, people don't want to pay a designer for something they can accomplish by themselves with the right tools. We needed to connect with the right people who would use our service. 

SOLUTION

We wanted to hone in on our target market and test different methods of connecting to them. We gather data about the demonstration in order to communicate better with them and educate and convert leads more efficiently. The scope included a lot of overall strategy, some design, some content creation, a lot of SEO [search engine optimization], and a lot of support and ad management. The overall project duration was three months.

RESULTS & FEEDBACK

We are still gathering data on the target market and determining the best communication methods. Foxtail has been very hands on and creative in their approach and willing to work with me and my ideas. I have felt extremely confident in their expertise and the communication of the team has been excellent. Foxtail makes you feel like your business is their top priority. Their design and branding work has been a little underwhelming, but their marketing work has overwhelmingly positive, and I would recommend their services to everyone.

BACKGROUND

Divorce in Peace is a startup company with a mission to revolutionize the way couples approach divorce. Our company publishes a book titled "Divorce in Peace," and we provide divorce attorneys and non-attorney professionals an online marketing platform. We are unique in this space because of our emphasis on video production. 

OPPORTUNITY / CHALLENGE

As a startup company, our marketing strategy started with a blank canvas. After researching the best forms of marketing, we determined that inbound marketing would be very beneficial to our overall marketing plan. Once we determined inbound marketing was an important strategy, we needed to find an inbound marketing firm that could take us to the marketplace and help us grow our business. In this search, we found Foxtail Marketing. 

Our unique business plan had several, unrelated target markets. One target market were clients who were contemplating divorce. Another target was family law attorneys who were seeking potential clients to hire them for their divorce. Our final target market were non-attorney professionals who assist divorcing couples in various ways, such as divorce counselors, realtors, addiction specialists, and so on.

These target audiences have a common working theme, which is divorce. But, from a marketing perspective, they are completely different. We had to create three completely different approaches to cover our three target audiences. 

Foxtail has been working hand-in-hand with us to formulate the appropriate marketing plan. They communicate effectively with me and receive and implement my feedback. It has been a great relationship. 

SOLUTION

Foxtail has accurately identified the target market and various avenues to reach each of the target markets by a combined use of landing pages, which helps categorize the lead by target audience, publication of e-books to provide each identified target audience with useful information with a specific route to our sales funnel, SEO [search engine optimization], and social media campaigns. In addition, Foxtail Marketing's inbound marketing program is founded on HubSpot so we have been able to monitor the process flawlessly using the HubSpot CRM [content relationship management].

RESULTS & FEEDBACK

Foxtail has been instrumental in providing our startup with a solid marketing foundation from which we will build our company. They have delivered as promised. 

We truly hope to retain Foxtail to take us from a startup, Texas-focused business to a full-blown business with a national reach. 

BACKGROUND

Esperanza's Tours is the leading excursion supplier in Los Cabos, Mexico. We have 11 Vehicles, 4 Boats, and a total staff of 26 employees. We target people that come for a vacation to Los Cabos and want to pre-book an adventure for their trip to Mexico. I am the Commercial Director in charge of sales and Marketing for Esperanza's Tours.

OPPORTUNITY / CHALLENGE

Esperanza's Tours solely depends on the local market and sales people. We have no presence in social media, the internet, and therefore have no participation in the online market.

The area of opportunity is to gain a percentage of the online pre-booking market that currently exists, and also establish ourselves as the leading online supplier. We are looking to sell at least 30,000 excursions online throughout the year, and improve our image and brand recognition considerably.

SOLUTION

I have done thorough online research and decided to look for a marketing professional that has the knowledge and capabilities to accept the challenge. Foxtail Marketing has an impeccable record, great reviews, and a very professional and passionate team. Foxtail is taking all steps that are necessary to reach that goal and go above and beyond what is expected.

RESULTS & FEEDBACK

In a short period of time, our results are impressive. Our online and social media presence has increased by several hundreds of percentage points. Leads and online sales are growing constantly. The passion and the professionalism on behalf of Foxtail is by far the highest I have ever seen.

Their knowledge and industry knowhow is the best I have ever seen. I suggest that everyone gives these guys a shot because I think they are the best in the industry.

BACKGROUND

Ultimate Shield is a growing company located in the United Kingdom. We provide premium screen protectors for mobile devices to customers all around the world.

OPPORTUNITY / CHALLENGE

Having a fairly new e-commerce website, it is always challenging to get visitors to visit and purchase products. If nobody knows you are there, then no customers and no sales. 

The retailing of screen protectors is a huge business. Everyone needs a screen protector for his or her mobile device. We offer the best premium screen protectors in the world. With a good marketing strategy, there is a great opportunity to attract millions of customers to grow sales and the business.

SOLUTION

The solution was to find a marketing company with the expertise and experience to meet this challenge and provide results. After spending days looking at and comparing many marketing companies, I decided that Foxtail Marketing was the best one to go for.

I needed a company who could offer SEO [search engine optimization], content marketing, social media marketing, conversion optimization, get more traffic, and increase sales. Foxtail Marketing offered the whole package. They manage the whole marketing campaign. It is a long-term collaboration with Foxtail Marketing to continuously achieve results and increase the success of the business.

RESULTS & FEEDBACK

It is an absolute pleasure to have found and worked with Foxtail Marketing. These guys are the real deal – professionals at work. Within three months of working with them on the site, traffic increased by 1,000 percent.

We now have many new customers who are joining and purchasing. Orders and sales have increased. The whole marketing campaign is managed by Foxtail Marketing, and they have a great system of goals and targets, which they have set and always delivered on time.

The people at Foxtail Marketing are fantastic to work with. They are very friendly and offer excellent support. They want you to succeed and will work very hard to meet your requirements. Foxtail Marketing is highly recommended. They know what they are doing and are one of the best online marketing companies you will come across to help your business achieve success. I am very happy with Foxtail Marketing.

BACKGROUND

Please describe your organization.

We are a Software-as-a-Service [SaaS] company, focusing primarily on front-office management software. We're only six years old, and are continuously expanding towards new industries.

What is your position?

I am in charge of all social media content within the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Foxtail?

We needed help with our inbound marketing strategy, primarily the creation of the content involved in it.

SOLUTION

Please describe the scope of their involvement in greater detail.

Besides content writing, Foxtail has done some SEO [search engine optimization] work for us, including auditing a website that we've recently launched. We have an internal digital marketer that handles this on a day-to-day basis for us.

They write on multiple blogs for different industries for us every week, and also produce a long-form content piece every month, which could be an e-book or printed material.

Foxtail also provides us with the stats for an info-graphic. We design our own format, but they do the research for it.

How did you come to work with Foxtail?

Our vice president was heavily involved in the selection process for them. He talked to a number of agencies that offer content creation and who could work with the marketing automation software that we use.

Could you provide a sense of the size of this initiative in financial terms?

The cost for our work in the first year has been around $50,000.

What is the status of this engagement?

We've been working with them since May 2015. The work is ongoing. We have switched from a marketing qualified leads to a sales qualified leads strategy. This changes our relationship to some extent, but we will continue to work with Foxtail in one capacity or another in the future. Our change is not a reflection of their work.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

I am largely satisfied with their work. Any hiccups we've had have been largely our fault. Foxtail has done a good job at working with us through all issues, continuing to drive leads while we were launching a new site.

Some of their content leads to massive traffic directing to our site. There are also pieces that don't do so well, but that's the nature of SEO. They've written pieces for Facebook in August which are still driving traffic for us. Foxtail has been able to learn our industry and write for it. From a research standpoint, they do a good job.

When we started working with them, Foxtail was a small group. They've had to move their offices twice since then. They're doing well because the people love their work. Even with this growth, there hasn't been a disconnection between us.

How did Foxtail perform from a project management standpoint?

My account manager is good at keeping me informed whenever I have a question. He can become hard to reach when he's handling other work, but I appreciate this. It means that, whenever he's tied into a request from us, he'll continue to work on it. Their project management is good. We schedule calls two times a week and, besides those, we also talk daily.

What distinguishes Foxtail from other providers?

Our company is constantly engaging in new verticals. Each time we add one, our cost structure will naturally go up. Foxtail does a good job of being scalable. They don't increase the price by the same amount every time. This is a good selling point for us.

Is there anything Foxtail could have improved or done differently?

I'm sure I could find something if I thought hard enough, but there's nothing significant I can think of.

BACKGROUND

Please describe your organization.

We manage and rent vacation homes in Park City, Utah.

What is your position?

I am the owner of the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Foxtail?

We needed a more cohesive marketing approach. We wanted all our services to be done under one company with a central point of contact, a general plan, and someone to oversee the execution.

SOLUTION

Please describe the scope of their involvement in greater detail.

They work on SEO [search engine optimization], pay per click, remarketing, social media and email campaigns. They've consulted us for the launch of our new website and found a vendor for developing it. Foxtail also came up with new campaigns for our more specialized inventory.

How did you come to work with Foxtail?

We’ve worked with many other firms in the past. The vendor we worked with before starting out with Foxtail is the one who introduced us.

Foxtail was initially supposed to handle just one portion of our marketing. We saw that they could basically do everything we were looking for, and ended our collaboration with the person we were employing at that time, who was serving as more of an intermediary.

Could you provide a sense of the size of this initiative in financial terms?

Our total budget for Foxtail's work is between $50-200,000.

What is the status of this engagement?

We've been working together for over a year. Our activity is seasonal, so we paused our work with Foxtail for a couple of months in 2015, but this year it will probably be continuous. We have no plans to stop.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We're trying to get direct leads from our website. This area has grown tenfold since working with Foxtail.

How did Foxtail perform from a project management standpoint?

Foxtail provides us with a single point of contact. Mike, their owner, is easy to reach whenever we need him. We receive a monthly report and also schedule a call in order to go over our numbers and see where we're getting traction and what areas could use help.

What distinguishes Foxtail from other providers?

We're satisfied with their work. They are easy to communicate with and helped us grow fast. The return on investment on this project is amazing.

Is there anything Foxtail could have improved or done differently?

They have switched our account managers two or three times, which always implies a period of adjustment for the new person. The last transition was the easiest, which suggests that Foxtail is improving their processes. This is only a minor objection.

BACKGROUND

Please describe your organization.

We are a freelance management system. We help our clients manage their contingent workforce by either implementing our software into their existing work-pool, or allowing them to have direct access to a market place where they can either source specific talents and skillsets, or create talent pools and recruit people into them.

We're trying to relate to the current on-demand economy, as far as labor goes. We sell our product through two models: Software-as-a-Service [SaaS] and transactional. At its heart, our platform is SaaS-based, but we have a marketplace angle as well, where workers can join our market and look for work specific to their skillset.

What is your position?

I am the marketing director for lead generation. I am responsible for everything digital, from lead generation programs and campaign management strategy, to our yearly budgetary spend for enforcing the employer side of our business.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Foxtail?

We have very aggressive business goals for which we needed to bring in more talent. I wanted to find someone with a lead generation mindset in the Business-to-Business space who understood our dynamic. There are tons of digital marketing agencies out there, but I wanted someone with the core competency and digital presence necessary for a SaaS approach.

SOLUTION

Please describe the scope of their involvement in greater detail.

The SEO part of their work is itemized within a separate part of our agreement. The ultimate goal is to pair our lead generation with our SEO, whether it is outbound link building or anything necessary for us to see where we stand with our competitors in the market. It's all demand generation, at the end of the day. They work on the entire mix of channels that will ultimately bring us success and help us arrive at the business that we need.

They source traffic to our site and optimize our digital presence to make sure that we are handling that traffic in the best way.

They asked us to audit every linked page on our ecosystem and create a new sub-domain on our server. We then audited everything we had from an infrastructure and outbound perspective. They did this in a timely manner, and their project management skills are some of the best I've seen.

We currently have a five person team trying to create 150% growth over the year. Foxtail is integral for my 2016 strategy.

How did you come to work with Foxtail?

I'd seen them within LinkedIn sponsored posts and was impressed with the marketing mix with which they were trying to target me. Ultimately, if they were able to do it for their own business, they could certainly do it for mine. I wanted to emulate that in our approach. I felt that if they could effectively market to me and understand my wants and needs, with a content strategy that made sense and was actually well-written and well-constructed, then they could bring that to our business.

Getting into conversations with Foxtail, they demonstrated that they could service our needs at a cost-effective rate, ultimately delivering everything we needed into one scope of work. Our requirements from there were lead generation expertise and management which included everything campaign-related, either within our marketing automation system, actual campaign ideation, email management, content generation, and so on.

They went through a test period of a few months to demonstrate what they could do. We threw the impossible at them, and they handled it really well. I was impressed with their ability to get things done on time, hold themselves to deadlines and to be willing to accept more. While they're not a huge team, they handled everything I threw at them.

Could you provide a sense of the size of this initiative in financial terms?

The cost so far has been between $10,000 and $50,000.

What is the status of this engagement?

We've been working together since July 2015.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

Our organic traffic has increased by 95% compared to the previous quarter with the help of Foxtail. We were able to create a proof of concept for our landing page, and a whole new tracking system. The ability to not be forced to create 100 landing pages for every single source tracked within one campaign has been essential to us.

We have one tracking model by which we create one landing page and create unique URLs through link builders, grab them via JavaScript in the backend and source them into our marketing automation system. There isn't a metric to attach to this, other than time saved by us, which is in the hundreds of hours.

We've set records for Webinar registrations. The average prior to working with Foxtail was of about 90-100 registrations. This figure has since tripled. They've given us incredible results which have lead us to restructure our contract to last throughout 2016. This speaks of my confidence in Foxtail.

How did Foxtail perform from a project management standpoint?

To some extent, your agency will perform as well as you allow it to. You have to make sure that you effectively communicate with them, give proper directions, and that they're able to communicate effectively with you in terms of hitting deadlines, understanding what resources are needed for what project, etc. Foxtail is excellent at that. I appreciate this even more because I've had nightmare experiences with some agencies.

I can say with absolute certainty that Foxtail is one of the best agencies I've worked with to date. They're willing to take on everything and anything for me.

What distinguishes Foxtail from other providers?

The people who work there make Foxtail stand out. Our relationship manager is on call with us twice a week. He has a direct line of access to my team via Google Chat. It's almost as if he and his team are part of our company. They're available to us in real time. They execute to a level that I'm satisfied with.

As with any agency, there will always be a learning curve in trying to figure out the optimal way in which you can work with one another. Foxtail adjusted the fastest among any agency I've worked with before.

We are based in New York City, and the local pricing is ridiculous. Being in Utah, Foxtail's rates are substantially lower. They were willing to be flexible. Their price point and quality were right, which lead to positive results.

Is there anything Foxtail could have improved or done differently?

There's nothing substantial. We had a learning curve at the beginning, which is natural with every agency. We're a very unique business, with Business-to Business, Business-to-Customer and marketplace components. There's a triple threat in regards to a marketing initiative and it can become increasingly difficult for someone to understand our business and brand as we continue to evolve.

The only other thing I could mention is about the look and feel of some things: the user interface on some of the email templates, for example. That's more our fault. We should have given proper directions for what we wanted, instead of leaving it to anyone else's interpretation. Once we started doing that, everything was fine.