The Gild Group Digital Strategy + LinkedIn Ads Campaign
When we met The Gild Group, they already had a premium online brand design and plenty of customers and opportunities.
However, they were relatively unseen online:
Gild wanted to be seen as true thought leaders - however, their IP and knowledge weren't being effectively shown to an online audience.
In contrast, their competitors were effectively using digital strategies to be seen and heard.
Gild wanted to ensure its clients were aware of the full breadth of their services.
Gild wanted the ability to attract new clients in a select few of the verticals they serve. They wanted control over the size and type of those clients.
Rachael Selak, The Gild Group's COO said:
"Visionary Digital Studios have been amazing to work with. They have really helped lighten our marketing workload so that we can focus our attention where it is needed most. Loved that in each meeting there was a clear agenda and bottleneck identified."
The overall solution had Visionary build the following:
Visionary Client Avatar
Strategic Social Content
Facebook and Instagram Remarketing Ads
Pipedrive CRM & Marketing Automation
Social Amplification across LinkedIn, Facebook, Instagram
SEO-optimised thought leadership articles
Consulting: HubSpot CRM, Digital Strategy, Website, Branding
Adhoc campaigns and digital requests
Visionary Strategic Social Media
First, we created a specific Client Avatar to represent the exact type of audience Gild wanted to speak to.
From there we produced 40+ pieces of highly strategic social media. Gild are in the very crowded financial services space - so we focused their content on why Gild was different. The content is very deep and specific to ensure it provides value that Gild's audience simply cannot get anywhere else.
The content was posted organically to LinkedIn, Facebook and Instagram, receiving excellent engagement right from the start.
However, the secret sauce was to use paid ads to put the content specifically in front of Gild's customers, prospects and network. This ensure the right people were consuming the content and it was making the desired impact.
View the style of content on Gild's LinkedIn page here:
Within 1 month of Visionary taking over, Gild's online brand impact significantly increased, and leads started to flow. The campaign is currently ongoing.
Visionary Client Avatar
To guide the LinkedIn Ads campaigns and design decisions - and to ensure TGG attract the best possible prospects, we strategised, and then documented, a Client Avatar:
Visionary Thought Leadership Articles
Deep, specific Thought Leadership articles were crafted for Gild's website.
It was important these were NOT the usual copied/non-strategic/time-wasting content that most B2B companies launch. Instead, the articles were crafted strategically, with deeper insights than the audience could get elsewhere.