Campaigns

Invero Digital Marketing

Invero (formerly BlueSilverShift) is an industry-leading provider of digital advisory and consultancy services with a focus on cloud technology and Microsoft products. After completing a brand refresh to better reflect the company’s core services, values and expertise. KIMBO Design worked with Invero to develop an appropriate marketing strategy and was retained as the Agency of Record to implement all marketing efforts of the company. Our work leans on Digital Marketing efforts and focuses on increasing exposure of the new brand, gathering more leads and ultimately more clients who are interested in engaging the services/solutions of Invero.

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What We Delivered:

  • Marketing Strategy Development
  • Marketing Strategy Implementation
  • Graphic Design & Copywriting

 

  • Organic Social Media
  • Search Engine Optimized Web Content
  • Media Buy, Monitoring & Reporting
 
 

The Challenge

Considering the technical nature of Invero’s work and expertise. The first challenge of the project was identifying and targeting the right group of audiences for our promotional efforts. Secondly, we had to ensure that these efforts can spark interests in Invero services and convince potential clients that Invero is the appropriate service provider to engage.

With the COVID-19 pandemic still raging around the world at the time of this project, it was obvious that in-person activities such as trade shows would not be viable. Thus, the KIMBO team was careful to devise a digital-first strategy. The core of this plan was to leverage the extended periods of time that people spend online as a result of social distancing efforts.

 
I have been extremely impressed with the entire team at KIMBO Design. They are professional and bring a breadth of expertise in the field of digital marketing that has elevated both our company as well as our marketing maturity. We worked with KIMBO Design to launch our new brand and have been working with them for nearly a year now to maintain our digital marketing presence covering everything from blog and social media posts, graphic design, digital advertising and marketing strategy.
Craig Slack
Craig Slack
CEO and Co-Founder, Invero
 

The Strategy

We developed and implemented a number of digital and social media marketing campaigns through platforms including Google, Facebook, and LinkedIn, among others. Each campaign serving a specific purpose and target audience. These include, among others, brand recognition campaigns to promote Invero’s newly refreshed brand and website, lead generation campaigns and promotional efforts for events. Targeting parameters include remarketing, lookalike audiences, industries, demographics, locations, interests, professional titles and positions, among others. A press release was also published early in the project to ensure recognition of the company’s new brand and to leverage the additional press coverage to promote its services.

In addition to paid marketing, we also implemented email marketing campaigns (e.g. drip marketing, email blasts, newsletters, surveys, etc.), organic social media (content development & account management), organic web content (e.g. blog posts, press releases, and case studies). These were primarily designed to portray Invero as a knowledgable leader in the field of digital advisory and implementation, to build credibility for the high-end, quality services that Invero provides. Thus, new content and materials were developed to provide knowledge, generate interest for Invero’s services, drive more organic traffic to the website and ultimately generate more leads for sales.

A key part of this project was the discovery of audiences similar to Invero’s existing clients and leads. As a member of the Google and Facebook Marketing Partner programs, KIMBO works closely with our dedicated account representatives of the two tech giants to improve our process and to integrate their industry-leading algorithms and AI technologies for audience targeting in our campaigns.

Invero Google Display ads

Google Display ads as part of the Invero brand launch.

Invero Google Responsive ads

Google Responsive ads were implemented as a second phase of the Invero brand launch.

Our team also worked closely with Invero to facilitate and promote a series of online workshops and webinars as an effort to achieve the above goals. These are virtually held live sessions, whereby different members of the Invero team and other speakers cover a range of topics relating to cloud technology, Microsoft Azure, and their applications/implementations for specific industries, etc.

With an increasing amount of interest (and widespread acceptance) in online learning as a result of the COVID-19 pandemic. Webinars and virtual workshops were identified to be the perfect activities to achieve the aforementioned objectives. By nature, the transfer of knowledge on cloud technology served as the “main purpose” of these sessions. However, what’s more important is that these were opportunities to showcase Invero’s extensive knowledge and experience in the field. Thus, encouraging webinar attendees looking for external help to reach out.

Our promotional efforts include paid digital ads, organic web and social media content, email campaigns, and custom targeting for each event, among others. While event registration was done primarily on Invero’s own website for better analytics tracking, popular third-party event management and ticketing platforms like Eventbrite were also utilized for maximum exposure (e.g. audiences who search for events to attend on Eventbrite). The goal is to push each event with paid advertising only to the specified audiences, but making the information available on all of the common platforms where someone might signup for a similar event as well.

Invero Digital ads

Some of Invero’s brand launch ads featured on prominent business and tech websites.

Invero Image Gallery with colour pop treatments.

A sample of Invero’s image library that allows them to select a relevant image with their Canary Yellow colour pop treatment as needed. These customized images really stand out in in social feeds as users are scrolling around.

 

Results

We continue to work with Invero on promoting its brand and services to this day with great success. With careful targeting, tailor-made content and eye-catching graphics, we are able to consistently achieve highly encouraging results without spending excessively on paid advertising.

As of May 2021, typical month-long digital campaigns routinely receive around 300,000 impressions with a modest budget and up to 2 million on a more substantial campaign. Those who clicked almost always follow through ending up on the landing pages. With access to all the data and analytics generated from our marketing efforts for Invero, our digital-first approach allows the campaigns to reach more relevant potential buyers in an efficient manner. In combination with manual monitoring and further adjustments by the KIMBO team, our reach will continue to improve with more data being made available to us in the future.

Organic traffic and search engine optimization (SEO) on the website have shown encouraging results as well. Comparing to the same period of previous year before the implementation of this new marketing strategy, we can see that the website Pageviews have improved across the board (e.g. Homepage views have almost doubled).

We gathered over 120 registrations for Invero’s first webinar in 2021, close to a 30x increase in attendees compared to the previous efforts. Of those who registered, more than 100 attended the event. A number of the event registrants also subsequently expressed their interest for Invero services, becoming valuable leads/potential clients for further engagement with the Invero team.

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