Naranga
Challenge
Naranga, a software as a service (SaaS) provider for the franchise market, was launched in 2014 by Tariq Farid, founder and CEO of Edible Arrangements. Naranga’s suite of franchise management software helps franchisors manage their daily operations and grow their business with one complete, easy-to-use platform. THE CHALLENGE Naranga turned to Marsden Marketing to accelerate their lead generation, website visits, and increase brand awareness. Marsden Marketing instituted a complete inbound marketing strategy to attract, engage, and convert new clients to meet their lead generation goals.
Solution
OUR APPROACH To kick off Naranga’s inbound marketing strategy, initial buyer persona research was completed for a deeper understanding of their target customer. Marsden sought to translate Naranga’s “What” (the software’s features and functions) into their prospects’ “So What” (how the software solves pain points, interests, needs, and motivations). This research fed a number of changes and updates to Naranga’s website to better align with their target market. In addition to key messaging changes, updates to the website included adding strategically placed calls-to-action, Search Engine Optimization, mobile responsiveness, additional assets, and an updated blog. Next, an editorial calendar was designed with strategically selected long-tailed keywords, buyer persona related pain points, and industry events in mind. This calendar was the road map for all blog posts, assets (i.e. checklists, case studies, and white papers), and social media posts. In addition to key messaging changes, updates to the website included adding strategically placed calls-to-actions, Search Engine Optimization, mobile responsiveness, additional assets, and an updated blog. Concurrent with the website work, Marsden put in place a Marketing Automation platform to manage ongoing Inbound Marketing programs. Marsden and Naranga chose Hubspot, an allin-one Marketing Automation platform. Marsden handled the set-up and integration, and put in place a continuous program to increase website traffic, convert leads, and track results. New assets, segmented lists, landing pages, and targeted email workflows were created to increase site visitors, convert those visitors into leads, sign up blog subscribers and Twitter followers, and drive engagement. To augment the Inbound Marketing program, we built a targeted SEM program including paid social media and pay-per-click (PPC) campaigns.
Results
Inbound marketing results don’t happen overnight, but within a few months, Naranga was able to see considerable improvements. An updated lead nurturing email strategy, combined with new and refreshed assets, an updated website, and three pay-per-click campaigns allowed Marsden Marketing and Naranga to surpass their website traffic and lead generation goals.
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