Technology innovators, such as Mina, need a marketing support team that can generate solid ideas as fast as their marketplace and deliver an elevated experience that matches the rising expectations of the customer. For these reasons, Mina leaned on Mike Pye + Co when they sought marketing expertise that would go the extra mile to connect with their customers.
Read on to discover how we’ve worked collaboratively with Mina over the last 12 months to develop Mina’s brand, drive leads and continually improve their customer conversion rate.
Mina are the architects behind a technology solution that enables busy professionals to quickly and simply obtain a tax repayment for their mileage without having to deal with HMRC or pay exorbitant fees. With their unique software, customers can find out in seconds if they can make a saving and complete the process in a matter of minutes. All in a simple, safe and secure way.
As Mina’s marketing partners, we were tasked to help Mina:
In order to achieve Mina’s goals, there would be no short route to success. Our work was broken down into a series of stages.
Relaunching into the market with a new identity
To realise the refined vision and ambitious goals that Mina had initially set out to achieve, we helped develop a focussed launch strategy which involved:
Developing a growth focussed marketing strategy
Creating detailed customer personas, which helped Mina better understand their audience
Developing a clear messaging strategy and hierarchy of messages
Collaborating with Mina’s graphic designer Andrew Seabourne to define a new brand name and refine the creative development of the new Mina brand
In addition to this ongoing work, we also supported the development of Mina’s initial website. Project managing the process with their external developers, writing the website copy and providing strategic consultancy to prepare the website for performance marketing – with sophisticated tracking established to measure real results.
We developed a multichannel approach to help Mina to build awareness, drive leads and better engage their community.
This involved:
Devising advertising strategies across several platforms, including:
Educating the Audience:
Publishing a series of regular blog and video content to educate the audience, position Mina as a thought leader in the sector, generate engagement and build trust within their market.
Opening up the conversation:
Launching social media accounts to open up the conversation with their audience and share regular, authentic and original content.
Keeping in touch:
Launching regular email newsletters to engage Mina’s customers and prospects. This sought to keep the brand at the front of the audience’s mind and to drive valuable website traffic.
Supporting the customer journey:
Launching a series of email sequences that supported the customer journey. These were designed to help convert prospects and onboard new customers.
Conversion rate optimisation:
By providing ongoing recommendations and updates, we continually improved website conversion. This included a regular process of reviewing the advertising strategy and website to continually improve performance.
With Mina launching a new growth project to drive momentum through weekly growth tests, a more responsive approach to our working relationship was required. We evolved our approach to work even more collaboratively with Mina to drive the rapid growth of the business through a process of regular growth tests, including:
We now meet weekly to discuss results, implement new tests and prioritise the backlog. This has resulted in a rapid improvement across all metrics, including:
By working collaboratively as Mina’s marketing partners over the last year, Mike Pye + Co were able to successfully go the extra mile and support their impressive journey so far. Key outcomes have included:
From day one it was obvious that Mike and his team deeply cared about our business and our success. Working with them was a pleasure, nothing was too much trouble and they helped us to build a brand, website with content and digital advertising function from scratch. We had regular reviews to make sure that things were on track, and the breadth of skills in Mike’s extended team meant that there was a solution for every requirement.
Luc Zentar, Founder, Mina
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