During the summer of 2021, I undertook a full-time internship at Landlord Broadband. I was tasked with two comprehensive projects intended to overhaul the marketing processes and tasks.
Business Improvement Project
The end goal of this project was to optimise the marketing activities within the business by testing, measuring, and reviewing marketing processes, the use of software, and overall functionality. My tasks included:
– Benchmarking competitors
– Reviewing the key hashtags and SEO keywords used on each platform for each market
– Identifying the ideal customer profiles and decision-makers in each market market
– Increasing the frequency of social media posting and engagement
– Reviewing tender processes, setting up profiles, and searching for relevant opportunities
– Reviewing the use and necessity of various software
– Hosting business meetings with Salesforce
– Transforming the serviced accommodation sector
– Researching the potential ROI of marketing activities
– Identifying problems and solving them using data
– Upkeeping the partnership page on the website
– Identifying influencers, journals, and trade associations for each market market
– Copywriting
– Improving communication with customers on social media
– Writing, publishing, and distributing newsletters on Mailchimp on a quarterly basis
– Defining a content library
– Defining marketing objectives and a brand personality
– Creating, launching, and reviewing LinkedIn ads
– Creating, launching, and reviewing Twitter ads
– Optimising the website for chosen SEO keywords
– Updating the FAQs page to reflect current business practices
Marketing Transformation Project
The intention of this project was to develop a comprehensive, end-to-end marketing system. My tasks included:
– Sector research and updates
– Identifying personas and decision-makers for target accounts for each market
– Identifying the key hashtags on each platform and SEO keywords for each market, listed by priority and position
– Identifying key communication messages, unique selling points, and pain hooks for each market
– Posting, creating, and publishing content for social media and the website
– Identifying the top accounts in each market
– Increasing engagement on social media with calls to action
– Optimising the website content to increase SEO page rankings
– Identifying influencers, journals, and trade associations for each market
– Reading government documents about the sectors and disseminating key information and regulatory changes to other team members
– Testing and measuring top, middle, and bottom of funnel activities and offering feedback and recommendations as necessary
The outcome of these projects was a complete revision of marketing activities and processes, resulting in increased followers and engagement on social media. Furthermore, we were able to increase both visibility and page rankings across the website. Systems were reduced to enable maximum efficiency and reduce costs. By identifying the customer profile of each market we were able to tailor our marketing activities to those most relevant to customers, increasing the efficiency and effectiveness of the overall marketing processes.