Website & Marketing Automation
Alexander & Tom has recently partnered with the Export-Import Bank of the United States (EXIM). We were commissioned to help the bank improve their visibility and their image, as well as create a digital marketing campaign to increase lead generation, audience awareness, partner participation, overall reach, and increase the quality and relevance of new small business leads.
In this fast moving environment, A&T was charged with reinventing the website – discarding the old and starting over, in order to make their online property a more useful communication tool for its primary audience. Their outbound communications were also overhauled – in terms of content, strategy, voice, and also back-end management tools. We worked with EXIM to create and launch “landing page” strategies, blogs, email campaigns, marketing automation systems (via HubSpot marketing tools) and Salesforce.com customer management tools.
We have developed and executed social media strategies and paid media campaigns focusing on professional networking sites, such as LinkedIn, to establish new communication channels for outreach/marketing communications, which take the form of display and native advertising, emails, blogs, tweets, white papers, videos, webinars, and posts. The national campaign served ads to over 5 million targeted users within the first three months and generated over 1,000 qualified leads. Owned social properties also saw a steady increase in engagement and followers. Total reach on Twitter and LinkedIn increased by 23% over the course of the campaign.
We also developed a series of—and system of—customer testimonials and success stories in print, digital, and video formats. A standard look and feel across web pages, online videos, and printed pages brought greater attention to all of the small business results produced by the agency.