Marketing Project for a start-up
Cyrille Tsotetzo
Introduction
Lab-Event is a start-up founded in 2019 that offers a CRM tool for event professionals. As their business rapidly expanded, the founders needed a marketer to handle the group's marketing activities to promote their CRM tool effectively.
Problem Statement
Due to the Covid-19 pandemic, Lab-Event experienced a significant decrease in activity. The company urgently needed a marketing strategy to promote itself to potential users and increase its user base. The new website lacked SEO, their social media presence was unappealing, and they were not leveraging industry events to their advantage.
Objective
The primary objective was to increase the number of CRM users.
Actions Implemented
As an intern at Lab-Event, I undertook several key actions to address these issues:
1. Website Translation and SEO:
- Translated the website into English.
- Ensured that the English site had equally effective SEO as the French version.
- Results: Improved search engine rankings and increased international traffic.
2. Email Marketing Management:
- Managed the email marketing campaigns, including sending newsletters.
- Focused on crafting engaging content and personalized messages.
- Results: Achieved an email open rate of over 10%.
3. Social Media Management:
- Managed LinkedIn and Facebook accounts.
- Created regular posts and updates to engage with the audience.
- Results: Increased the number of contacts and engagement on both platforms.
4. Content Creation:
- Created articles focused on the event industry.
- Shared insights and tips to attract and retain readers.
- Results: Enhanced website content and provided value to potential users.
5. Customer Onboarding:
- Assisted in onboarding clients to the CRM tool.
- Provided support and guidance to ensure a smooth transition.
- Results: Improved user satisfaction and retention.
6. Event Participation:
- Participated in the Heavent 2021 trade show to promote Lab-Event to event professionals.
- Networked with industry leaders and potential clients.
- Results: Generated significant interest and leads for the CRM tool.
Results
The marketing efforts led to several positive outcomes:
- Lead Generation: Nearly 30 leads generated between November 2021 and the end of February 2022, with 7 converting into clients.
- Email Marketing: Achieved an email open rate exceeding 10%.
- Social Media Growth: Increased the number of LinkedIn and Facebook contacts.
- Enhanced Online Presence: Improved SEO for both the French and English versions of the website, leading to higher search engine rankings and increased traffic.
Conclusion
The marketing project for Lab-Event successfully addressed the challenges posed by the Covid-19 pandemic. The actions implemented not only improved the company's online presence and engagement but also led to tangible results in terms of lead generation and client acquisition. This project demonstrates the impact of a well-rounded marketing strategy on a start-up's growth and success.
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Posted Jun 15, 2024
In-company internship to implement a marketing strategy for a start-up to increase the number of customers and build customer loyalty.
