The Challenge
Titan Environmental supplies, installs and fabricates geosynthetics and creates other specialized solutions for civil engineering construction projects across North America. After speaking with the company’s leadership about their goals for organizational growth— to keep expanding rapidly and to enter more markets—it was clear that a new marketing strategy could play a pivotal role.
The Solution
By gaining a deep understanding of the company, its products and clients, we developed a goal-focused marketing strategy that would help Titan meet their short and long-term customer acquisition targets. Titan’s customers have a long sales cycle and are only in buying mode for a short window of time every year. We determined the best course of action would be to attract and engage them the rest of the time so that when they do need solutions, they’d choose Titan.
Phase 1: Content Strategy & Creation
In the first phase of our plan, we created a content marketing engine. Our conversations with their clients revealed that Titan had an opportunity to better reach audiences on LinkedIn as well as create website content—such as case studies, guides and technical papers—that would shape buying decisions.
Our content creation process began by meeting with experts from Titan. We recorded in-depth discussions around topics relevant to their audiences and turned them into a wide array of messaging. These included short clips for social media of their experts sharing insights, carousel posts about products, full-length articles and more. Using this process, we built content engines around several of their key product offerings, creating relevant, detailed content for different stakeholders in multiple industries.
Phase 2: Demand Capture & Generation
In the second phase, we promoted this content library to position Titan as a thought-leader and to generate demand for their solutions. We launched paid ads, which provided enough information to be useful on their own while encouraging readers to find more resources on the company’s website. To ensure our ads reached Titan’s ideal audiences, we targeted job roles, companies and industries—with each sub-group getting messaging tailored to them.
While we built brand awareness with those who weren’t looking to make purchases yet, we also developed tactics to reach audiences who were in buying mode. Audiences in this stage of the customer journey typically use search engines to find solutions. After auditing Titan’s existing Google search ads, we overhauled their ads to dominate high-intent keywords – like branded terms, product names and competitor names.
Phase 3: Audience & Community Growth
In the third phase, we helped Titan become less reliant on paid marketing by building their audience into a community. Our intent was to reduce Titan’s ad spend by capitalizing on audience engagement through owned media and other non-paid methods.
We achieved this by establishing their leadership as credible experts through the implementation of account-based marketing strategies.
We built an extensive list of LinkedIn users belonging to their target audience and developed messaging strategies for all of them, enabling Titan’s leadership to form individual relationships with many potential customers. Titan’s leaders would often supply social followers with relevant educational guides we created; or led them to sign up for events, such as educational seminars that we helped promote and capture. We also amplified their leaderships’ LinkedIn presence by improving their profiles and by helping them contribute to key industry conversations using LinkedIn comments sections.