The Straight Line Between Two Points
WE EXIST IN THAT SWEET SPOT
BETWEEN STRATEGY AND EXECUTION.
This is where we believe most of the magic happens.
From niche start-ups trying to create awareness to growth-focused established brands, we build digital advertising campaigns that are as efficient as they are effective. Thorough planning and getting to know your audience and how they think is the cornerstone of our process.
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Paid Media Strategy for SaaS Company
the project
“They were great at creative thinking and demonstrated great expertise in digital marketing execution.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the growth marketing manager at Practice Better, a SaaS company.
What challenges were you trying to address with Binary & Co?
We were trying to grow our business and define a structure for our go-to-market media plan.
What was the scope of their involvement?
Binary & Co put together a paid media strategy for us, which included the creative assets, channel selection, and budget. We implemented this strategy in our social media channels and Google.
What was the team composition?
We worked with 2 people from Binary & Co: the founder and someone else in charge of managing the campaigns.
How did you come to work with Binary & Co?
We got referred to them, and I also already knew their founder.
How much have you invested in them?
We spent around $10,000.
What is the status of this engagement?
We started working with them in July 2022 and finished the engagement in September 2022.
What evidence can you share that demonstrates the impact of the engagement?
The strategy that Binary & Co recommended has given positive results.
How did Binary & Co perform from a project management standpoint?
Binary & Co met all our deadlines and stayed on budget. We used Google Meets for most meetings.
What did you find most impressive about them?
Binary & Co provided us with a great strategy. Moreover, they were great at creative thinking and demonstrated great expertise in digital marketing execution.
Are there any areas they could improve?
I don’t have any constructive feedback for Binary & Co; their processes were really good.
Do you have any advice for potential customers?
Trust the process.
Focus
Portfolio
The Biking Lawyer Digital Marketing Campaign
We developed a digital marketing strategy for this boutique personal injury law firm. This helped them reach out to the local cycling community and grow the awareness of their services within this highly competitive vertical.
Amazon Project - Proof bed Bug Spray
We helped scale this all natural home bed bug spray on Amazon. We increased their sales and visibility so much they they ended up being acquired by one of the largest CPG brands in the world
Launching a Resort Association - Silver Star
Silver Star Resort Association is not to be confused with Silver Star Resort. Although they both there to promote activities and tourism in the area they ultimately have different roles to play in the promotion of the resort.
Paid Media Strategy
We developed two workshops to help the DSS team structure their content and messaging as well as their overall marketing funnel. We helped them identify the unique audiences that they would need to appeal to to increase the reach of the resort and to support the business owners in the resort.
We then delivered a go-to-market plan outlining how they should launch the new resort association to both the business community and their consumer audience.
Execution
To be able to launch the resort association we need to make an initial ‘big splash’ and then follow up with a series of promotional event throughout the summer. Starting towards the end of the winter season and running into Spring we launched the My Silver Star campaign. This campaign featured a video from the various business owners in the resort about why Silver Star was so unique to them.
We encouraged users to sign up to the newsletter that would keep them informed on the promotions and updates from the resort.
We then followed this up with a more consumer focused campaign that highlighted and promoted the two marquee summer events at the resort the Wine festival & The Beer Festival. This allowed DSS to further their reach and gain users in the more consumer markets.
With help from the Binary & Co team, Destination Silver Star discovered users were more likely to engage with their content when posts were in listicle format, which were 4 times more likely to drive engagement and users to the site.
Rigorous testing of various asset types on Facebook allowed Destination Silver Star to discover that static images were more likely to drive users to the website and navigate through multiple pages on the site versus videos.
HEALTHIER RESULTS THROUGH A STREAMLINED APPROACH
Healthcare practitioners need access to the most up-to-date information possible. Lives depend on it. BoardVitals brings together the best content from major publishers, faculty at top teaching programs, and leading specialists to create the largest and most up-to-date training ecosystem in healthcare.
Experiencing stagnant revenue growth from paid media channels, BoardVitals needed to scale their digital marketing efforts to increase overall performance year on year.
How we helped
After getting to know the BoardVitals audience and business, we focused our efforts on streamlining their campaigns to increase overall performance and return on investment. To expand their overall reach and make their marketing more efficient, BoardVitals would need to focus on the channels that would work best for them. So we started by reviewing their marketing channel mix to understand what was working and what wasn’t. We then segmented out higher performing keywords so we could further use machine learning to improve upon their performance. We also identified promotions as a key driver of success. So we streamlined the promotion process to enable them to put promos into the market easily and efficiently.
We recommended that BoardVitals expand into additional channels, particularly Facebook and YouTube. By putting in place real-time, integrated analytics reporting, we were able to react to changes and optimize campaign performance. We also streamlined their display and remarketing efforts for greater efficiency.
The results
BoardVitals saw a 100% increase in topline revenue in the first year. They were able to maintain revenue through year two, despite the challenges of Covid-19. We also saw a 156% increase in return on ad spend year on year in year one, and a 100% increase in social revenue year on year.
Reviews
the project
Event Marketing for Agricultural Technology Company
"The team is very easy to reach and seems to always be available."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I was the Senior Marketing Producer for an ag-tech company that develops technology to grow leafy greens indoors, n an climate 24/7/365
For what projects/services did your company hire Binary & Co?
We needed to get the word out about a big event that we were hosting. We decided to work with Binary and Co to amplify the event throughout social media and Google through digital marketing. After the event, we hired Binary and Co to work on other projects as well.
How did you select this vendor and what were the deciding factors?
Binary came recommended through our Marketing partners as well as internal referals.
Describe the project in detail and walk through the stages of the project.
After the kickoff meeting, we decided on the budget, audience and content that would be pushed out to attract attention to our upcoming event. We focussed on Facebook and LinkedIn as well as Google Ads. Binary setup all of the campaign details and strategy. We were provided with a dashboard to track results in addition to regular communication on strategy and tweaks we should be making to the campaign.
How many resources from the vendor's team worked with you, and what were their positions?
We worked with Simon and Rose.
Can you share any outcomes from the project that demonstrate progress or success?
We were hoping for 250 online registrations but ended up with thousands. Blowing our targets out of the water. In addition we saw a massive uptick (close to double) in website traffic during this period.
How effective was the workflow between your team and theirs?
The team is very easy to reach and seems to always be available. It was a great partnership
What did you find most impressive or unique about this company?
The ability to pivot and work to our needs when it came to strategy, content and budget.
Are there any areas for improvement or something they could have done differently?
No
the project
Paid Media Strategy for SaaS Company
“They were great at creative thinking and demonstrated great expertise in digital marketing execution.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the growth marketing manager at Practice Better, a SaaS company.
What challenges were you trying to address with Binary & Co?
We were trying to grow our business and define a structure for our go-to-market media plan.
What was the scope of their involvement?
Binary & Co put together a paid media strategy for us, which included the creative assets, channel selection, and budget. We implemented this strategy in our social media channels and Google.
What was the team composition?
We worked with 2 people from Binary & Co: the founder and someone else in charge of managing the campaigns.
How did you come to work with Binary & Co?
We got referred to them, and I also already knew their founder.
How much have you invested in them?
We spent around $10,000.
What is the status of this engagement?
We started working with them in July 2022 and finished the engagement in September 2022.
What evidence can you share that demonstrates the impact of the engagement?
The strategy that Binary & Co recommended has given positive results.
How did Binary & Co perform from a project management standpoint?
Binary & Co met all our deadlines and stayed on budget. We used Google Meets for most meetings.
What did you find most impressive about them?
Binary & Co provided us with a great strategy. Moreover, they were great at creative thinking and demonstrated great expertise in digital marketing execution.
Are there any areas they could improve?
I don’t have any constructive feedback for Binary & Co; their processes were really good.
Do you have any advice for potential customers?
Trust the process.
the project
Amazon Optimization for Consumer Packaged Goods Company
"Simon was very goal-oriented and objective-driven."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I was the Project Lead for a Consumer Packaged Goods company selling their product at national retailers and online
For what projects/services did your company hire Binary & Co, and what were your goals?
The product in question was sold on shelf at retail but also online, including via Amazon. Amazon was not converting at the expected rate, brand reputation was below expectation and promotion and ad spend was not producing the hoped for sales results. The weaker than expected online reviews were damaging product reputation and sales online and in stores. Binary & Co was asked to review the current spend model, reallocate funds and iterate based on findings to optimize Amazon sales to return a 4X return on promotional spending.
Furthermore, Binary was asked to improve the brands online reviews and promote a more positive brand image to give a better impression of the product performance and quality. The main changes were smarter spending allocation, improved customer service/communication and better communication/expectation-setting via better messaging. Ideally, the Amazon Star Ratings would average 4-stars or higher.
How did you select this vendor and what were the deciding factors?
Binary & Co was recommended to us via a service provider we were working with on a related project.
Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.
Binary was able to examine results daily (sometimes within a day) and develop a predictive model that allowed promotional spend to be reallocated dynamically. Meetings were held weekly and communication was as-needed - often several times a day when needed. Binary streamlined the operational components of the Amazon storm, made key changes that positively impacted the frequency and quality of communications and adjusted listing language and graphics to ensure a consistent experience that created realistic and positive product impressions.
Results were tracked in a dashboard that was shared with us regularly and made decision making easy.
How many people from the vendor's team worked with you, and what were their positions?
Our contact was Binary & Co Principal Simon Lewis. Simon led the project for Binary and provided regular updates and reports. He is a great communicator, easy to work with and has a wonderful personality.
Can you share any measurable outcomes of the project or general feedback about the deliverables?
Within months of taking on the project, Binary was able to make changes to the E-Comm strategy that positively impacted sales. Sales targets were achieved within the first several months and for the duration of the project, sales targets were met or exceeded every month. Return on Ad Spend improved almost immediately and Binary was able to recommend changes to minimize unnecessary spending.
At the end of the project, the brand was acquired by the dominant player in the channel. The health and relative strength of Amazon channel sales were an important benefit to the acquirer. Binary was a critical element in helping to maximize brand value.
Describe their project management style, including communication tools and timeliness.
Simon was very goal-oriented and objective-driven. He tracks deliverables and studies variances to understand the cause and how to remedy or amplify. For our project, more communication was with the Project Group via weekly video meetings. As the project was shifting in real-time, timelines was a key consideration and Binary always delivered.
What did you find most impressive or unique about this company?
Binary's approach was very detail-oriented but simple. This allowed real-time tracking and trend spotting. This simpler approach required key knowledge and expertise Binary developed for the project but it also made the retention of Binary extremely cost-effective.
Are there any areas for improvement or something they could have done differently?
The Project Plan was very fluid and as a result, it made sticking to objectives difficult. In addition, the budget was very modest for the goals. Despite the ever shifting requirements and resource challenges, Binary was able to consistently deliver results.
Binary's flexibility and ability to accommodate ill-defined outcomes was also sometimes a hindrance (costing time) - a more rigid approach might have prevented occasional distractions. However, the benefit of working with a flexible and robust service provider far outweighed these minor concerns.
the project
Digital Marketing for Resort Association
"The campaigns have been very successful."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the executive director for the new resort association at Silver Star, BC, the destination organization.
For what projects/services did your company hire Binary & Co, and what were your goals?
We were launching our brand and trying to build conversion for resort bookings. Our goals are on brand awareness, social engagement, and business referrals to partners.
How did you select this vendor and what were the deciding factors?
Binary & Co was referred and recommended to us by our content and design partner. We met online for several meetings before engaging their services and felt confident in their ability to execute for us as a new start up organization in essence.
Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.
Discovery phase, creation of digital marketing strategy, planned execution for launch, tactical and evergreen campaigns. Simon assisted me in setting up all of our accounts from the onset with patience, expertise, and ongoing support.
How many resources from the vendor's team worked with you, and what were their positions?
We worked with the CEO and ongoing with social media marketer.
Can you share any measurable outcomes of the project or general feedback about the deliverables?
The campaigns have been very successful. We have almost 5 mil impressions since launch in April for the first 7 months in market and the email sign up campaign is 3 times as effective as hoped.
How effective was the workflow between your team and theirs?
In person meetings twice a month for the initial phases and throughout the active campaigns as well as broader meetings to discuss strategy and longer term planning.
What did you find most impressive or unique about this company?
The service is very personal and prompt. We truly feel like we have a solid marketing partnership.
Are there any areas for improvement or something they could have done differently?
Setting up some clearer reporting tools from the onset which we have been working together on most recently.
the project
Paid Ads & SMM for Magnetic Bike Pedal Business
"Their workflow is very effective."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I'm the owner and Managing Partner of a magnetic bike pedal business with rights to the USA and Canada. We sell these magnetic bike pedals online at www.magped.us.
For what projects/services did your company hire Binary & Co?
We hired Binary & Co to help develop a social media advertising strategy to streamline our online spend and have a holistic view across what we are implenting on Google and social media (Facebook, Instagram and TikTok).
How did you select this vendor and what were the deciding factors?
We were recommended to Binary & Co from a trusted ex-colleague. Their knowledge of the platforms, commitment to working within our budget and strategic ideas secured our business.
Describe the project in detail and walk through the stages of the project.
After a number of kickoff briefings, Binary & Co helped develop an online media advertising strategy that would fit within our budget. They then took over our Google Ads and we later onboarded them for our Facebook/Instagram and now TikTok channels to have a holistic online advertising strategy. They also track metrics and ROI on these ads and we meet monthly to review and adjust accordingly.
How many resources from the vendor's team worked with you, and what were their positions?
We worked with the agency owner and one of his managers.
Can you share any outcomes from the project that demonstrate progress or success?
We are seeing significant revenue from our ads (3x the investment) and are continuing to grow our followers on social.
How effective was the workflow between your team and theirs?
Their workflow is very effective. They are available anytime via email and are very responsive. We meet monthly to review campaigns and tweak accordingly.
What did you find most impressive or unique about this company?
Their knowledge of Google Ads and how quickly they took over our account management on this platform and generated positive results.
Are there any areas for improvement or something they could have done differently?
No, they are great.
the project
Digital Marketing Campaign for Law Firm
"After meeting with their team, we felt they were highly motivated and had a solid understanding of our goals."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
The Cycling Lawyer is an online source for legal advice and information for cyclists. I am the founder.
For what projects/services did your company hire Binary & Co, and what were your goals?
We retained Binary & Co to assist us in building an online marketing programme to attract clients. We had a product that was quite specialized. We had a limited budget so we had to be highly targeted.
How did you select this vendor and what were the deciding factors?
We were referred to Binary and Company by our designer. After meeting with their team, we felt they were highly motivated and had a solid understanding of our goals.
Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.
We started our journey by explaining precisely what we wanted to accomplish and who we wanted to target. We built identified key words and built a sophisticated campaign focusing on users with interests and values similar to ours.
How many resources from the vendor's team worked with you, and what were their positions?
We worked with two members of the team. One was the principal and one was an associate.
Can you share any measurable outcomes of the project or general feedback about the deliverables?
We were able to quickly generate buzz in a tightknit community. Overall we were able to accomplish our goals with a great deal of efficiency.
How effective was the workflow between your team and theirs?
We felt like the guys at Binary were part of our team.
What did you find most impressive or unique about this company?
They seemed as excited by the success of the campaign as we were.
Are there any areas for improvement or something they could have done differently?
I believe that as they grow they will have to perfect the process of delegation and training of new employees.
The strategy developed by Binary & Co has given very positive results for the client. The team was communicative through Google Meet, and they delivered within deadlines and budgets. Additionally, their creative thinking helped them develop a great strategy, and they shined during its execution.