WE•DO Inc

BACKGROUND

Please describe your company and your position there.

I'm the owner and founder of Tungsten Branding, a company naming and branding agency based in Brevard, North Carolina.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WE•DO Worldwide?

We tasked WE DO with a growth marketing assignment, taking a wide angle view of our business and crafting a plan to help optimize our traffic, lead flow and conversion rate.

SOLUTION

How did you select this vendor and what were the deciding factors?

I've know Mike and his team from past projects. Mike is one of the most resourceful people I know, which is exactly what we needed -- someone who could identify the issues and then create an actionable strategy to address each concern.

Describe the project in detail and walk through the stages of the project.

Our most pressing need was for sorting through all of our content and determining what provided real value and traffic and what was just noise. Mike and his team did an exhaustive analysis of each page, article, time spent on site, conversion rate, etc. and offered ways to streamline the content and facilitate the "journey" of each visitor to the site.

How many resources from the vendor's team worked with you, and what were their positions?

We dealt with approximately four to five staff members over the course of the project, depending on the need. For example we had a tech contact, a design contact and someone assisting with content management.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We have seen a steady increase in the quantity, but more importantly, quality of our leads since this engagement. We were told not to look for any immediate spikes since changes takes time to show up, and true to form, we saw an increase in both rankings and quality of leads in about three months.

How effective was the workflow between your team and theirs?

We had both in person and zoom meetings during this process. We were also given "assignments" such as letting them know which non producing content was okay to delete and which articles should be combined and optimized for better results.

What did you find most impressive or unique about this company?

The saying "you don't know what you don't know" holds true here and I think this is the most impressive talent that Mike and his crew bring to the table. They had ways of assessing our needs and finding the right tools. It might be a new app, monitoring service, scheduling software, etc. They are also very up to date on the changes affecting the industry, and who has time for that? So yes, they are a great resource.

Are there any areas for improvement or something they could have done differently?

With so many tools and options at their disposal, the amount of info can be extensive, so my advice would be to identify upfront which set or sets of information you typically rely on most so WE DO can provide a tailored set of reports.

BACKGROUND

Introduce your business and what you do there.

I’m the Marketing Director and a Senior Solutions Manager for Abel Solutions, an Atlanta-based technology and consulting company. Our team works with small and medium-sized businesses (SMBs) to help them implement IT solutions to enable productivity and collaboration through Strategy, Process Automation, Cybersecurity, and Managed IT Services.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WE•DO Worldwide?

WE•DO helps us with our marketing efforts. While we’ve been around for nearly 30 years, our team has remained relatively small. The challenge of running a small company is ensuring that we have the resources and capacity to tackle all of our initiatives and priorities. Given that, we needed additional help in running our marketing campaigns.

SOLUTION

What was the scope of their involvement?

We had discovery calls to kick off the engagement, where WE•DO listened to our marketing goals. They had plenty of experience in the growth marketing arena, and the team sought to understand where we were in terms of our marketing efforts, where we wanted to be, and our business goals. 

Based on our conversations, the team made recommendations on which critical areas we should cover and how to prioritize them. They guided us on our overall marketing strategy and initiatives, providing suggestions on areas of opportunity that would deliver the best results. Once we identified those things, they helped us with the tactical implementations.

At present, WE•DO provides additional bandwidth, resources, and strategic guidance for us. They essentially serve as supplementary team members in terms of marketing. The team has also created around 20 high-value landing pages for our website; for context, our primary goals have been to increase engagement and generate conversions on our website. The landing pages help us communicate our services, and that’s important to a B2B service-based business like ours. 

Moreover, WE•DO has written the pages with SEO in mind. For the most part, their team generates the content and optimizes it for search engines by targeting specific keywords. They search for opportunities to target specific search terms relevant to the services we provide. That way, we are constantly working to increase website traffic. Once drafted, they deliver the content to our team, who reviews it and makes necessary changes. Once we approve the content, they post it. Beyond that, their resources have helped us with PPC ads on social media, specifically on LinkedIn.

What is the team composition?

Our primary point of contact is Zach (Growth Marketing Account Strategist). Our team also works with Mike (CEO & Partner) for big-picture marketing strategy discussions. Depending on our activities, Zach also pulls in copywriters, web developers, and other resources as needed.

How much have you invested with them?

Our budget is around $60,000 per year.

What is the status of this engagement?

Our collaboration started in January 2021, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

SEO and growth marketing are long-term efforts, but we’ve already seen an increase in web form submissions. The number of people that come to our website to ask for meetings or more information about our services has increased in frequency since we started working with WE•DO. 

The web traffic to our high-value landing pages has also continued to increase. Our SERP rankings for critical search terms have also improved; more people are coming to our website through organic search, which is a crucial focus of our marketing campaign.

How did WE•DO Worldwide perform from a project management standpoint?

Each week, we meet with WE•DO to align on strategy and immediate action items. We have a standing call every Thursday afternoon, and they provide a rundown of our current activities and status. All of these details are available in a weekly report. In addition to that, they’ve created a dashboard using Google Data Studio to track ROI and see how we’re performing. I can shoot Zach an email if anything comes up between our scheduled calls; he typically gets back to me within the day. Even when we ask seemingly random questions, they’re always ready to provide quick and complete answers. 

Meanwhile, Zach is fantastic. He knows the ins and outs of digital marketing and gets right to the point. He’s helped us identify where to focus on getting the biggest bang for our buck. Since we have limited resources, we must be highly strategic and intentional with our expenses. Zach’s expertise and guidance have helped us zero in on the things that will truly give us results. 

Moreover, Zach has a data-driven approach. When I come to him with a proposed idea, he doesn’t give recommendations based only on his thoughts and feelings. Instead, he pulls up Google Analytics and other tools to look at what the metrics say. Then, he gives us guidance based on that. Overall, I love the approach of data-based decision-making.
 
Furthermore, everything that WE•DO recommends also considers our end goals, ensuring that we don’t get derailed or distracted. They also run split tests to see which approach performs better, and we capture data to learn from while running the test. They then make changes as needed, based on what will deliver the best results.

What did you find most impressive about them?

WE•DO provides excellent strategic guidance. They’ve helped us identify our big-picture goals, and they know how to get us there. Put another way; the team helps us organize our thoughts. We’ve previously run our marketing efforts with much less intentionality. Now, our approach is truly holistic and results-driven. 

On top of that, working with them has been enjoyable. Every person in their team has been friendly and knows their stuff. All of them can provide the guidance and expertise that we require.

Are there any areas they could improve?

Over the past several months, the WE•DO team has improved and updated some of their internal processes. We’ve been able to work with them through these improvements and provide feedback on what part of their process works for us and what doesn’t.

Do you have any advice for potential customers?

Do it — engage with WE•DO! I’ve recommended them to several other companies that need marketing help. They’ve done outstanding things for our team, and they’ve helped us move our marketing efforts to the next level. As a result, I’ll always recommend their services — they’re a great team that delivers results.