CONSERVE

The Challenge

Before hiring The Change Starter, Conserve’s internal team executed the marketing work. This Australian company mainly benefitted from word-of-mouth referrals thanks to the results-driven from its technology platform and managed services. 

 

But they soon realized that this wasn’t enough to sustain their long-term growth and vision. There was also another problem: none of those handling marketing had a marketing background. 

 

Their social media presence was close to none, and they didn’t have processes to generate leads automatically. They were making great articles, but they were not adequately distributed and seen by relevant people. Their messaging was inconsistent, disjointed, and they did not know how to position and highlight their most attractive features to gain attention.

 

They hired consultants for various marketing campaigns to remediate this, but this resulted in a lack of continuity in work done. Finally, there was no overarching marketing strategy that tied in all their efforts together. 

 

It was in these conditions that Aaron found out about The Change Starter and Stevie. As Aaron asserts, “Stevie really understood what it was our business stood for and what our value proposition was.”

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The Solution

Together, they devised processes to build an online audience, automate their lead generation process, and create a marketing strategy focused on compounding growth.

 

The Change Starter worked with Aaron on setting up Conserve’s marketing processes from the ground up, including automating lead generation, improving brand awareness, and increasing their social media presence.

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Clarifying Messaging, Positioning & Target Personas

Stevie asked questions on messaging and positioning. This allowed Aaron to clarify his company’s target personas and together they brainstormed campaigns to target each persona.

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Competitor Research

“We did a really thorough review of his competitors. And in doing that, we were able to pull out what ultimately became the key difference in his positioning.” - Stevie v Brown

 

This in-depth competitor research unveiled a powerful (and soon to be profitable) insight.

 

Conserve’s blended offering of an online platform and managed services were more attractive to their clients than competing services, which only offered either one or the other, but not both.
 

Making Linkedin Marketing A Team Effort

With The Change Starter's assistance, the whole team at Conserve became more engaged on LinkedIn, and The Change Starter devised a plan to grow Conserve’s company page on the platform.

 

Refining Paid Traffic, Optimizing For Lead Generation & List Building

“We also needed to help Aaron set up the digital marketing components that he didn't have in place before I started working with him.”

 

The Change Starter helped Conserve refine their paid traffic initiatives, from LinkedIn ads to advertorial campaigns.

 

They also optimized the website for lead generation. This included making changes to the navigation and user experience and tweaking the copy and style to make it more consistent and in line with the new positioning.

 

With The Change Starter's guidance, Aaron’s team created lead magnets and audience-specific landing pages with social proof to build up Conserve’s subscription list.

 

Here’s Stevie, CEO of The Change Starter breaking down how Conserve was able to generate more leads for one of his key audiences: 

 

“One of Aaron’s key audiences is councils. So, we got him to expand his reach with councils by starting to think about going beyond Sydney councils to other New South Wales and then Queensland councils as well. We did that with LinkedIn ads targeting but then we also created a landing page that was council language-specific. Once they came through the ad they could land on a council-specific landing page that had credibility showing the councils that he has already worked with. Aaron has so many of them already on his client list."

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Outcome

With The Change Starter's help, Conserve went from having 80 to more than 350 followers on their LinkedIn company page, an increase of 337.5%. They’re also experiencing higher engagement rates, and the team has been consistently publishing posts. 

 

These initiatives have overall improved Conserve’s brand awareness. As Aaron says, “now, I have KPIs around increasing connections with the relevant parties.”

 

The Change Starter also helped set up and automate critical lead generation processes and the way they do their marketing. For example, The Change Starter's help on a magazine campaign has led to having 180 additional leads.

 

Aaron mentions, “We now have a solution that we can replicate and use in the future. We'll continue to adopt the process mapped out for us.”

 

These automated processes have also enabled them to focus on other aspects of the business that will allow Conserve to scale their growth.

 

As Aaron claims, “I have seen tremendous growth in terms of my understanding of marketing strategy, and particularly how that relates to our business.”​