The Microsoft Surface family of devices are premium touchscreen laptops, tablets, and digital whiteboards that all run on the Windows ecosystem. Velocity Media was tasked to market these devices within the various B2B sectors within South Africa. This case study highlights the tools used to make this campaign a success.
Email
Social Media
Google Ads
Rich Media
Blog Content & Landing Pages
Conclusion
Though the Microsoft Surface family of devices has been around for a while now, it was not well known within the B2B space. With this the campaign had to:
In order to accomplish this, Velocity Media laid out a comprehensive inbound marketing strategy targeted at:
A complete inbound marketing approach was taken by creating informative content that would offer solutions to issues that the target sectors were facing.
Email marketing is one of the most cost-effective and conversion-rich marketing methods available when taking an inbound approach. Velocity Media used email to reach generate leads and engage with prospects at scale.
Social media advertising was critical to campaign success. It allowed Velocity Media to hyper-target specific users, build an audience database and directly track the client's return on investment. LinkedIn in-Mails proved to be a powerful B2B tool and an excellent way to reach the specified target audience.
Google Ads was used as an effective way to drive qualified traffic and good-fit customers, to the campaign elements. With Google Ads (image and search), Velocity Media boosted traffic to landing pages and sign-up forms, loading prospects into the top of the marketing funnel.
To add dynamic to the otherwise static visuals, Velocity Media produced 15-90 second high quality videos to include in this campaign. On a per-device level, the videos were also used in targeted YouTube ads through the client's YouTube channel.
Acting as the foundation of the Microsoft Surface campaign, Velocity Media relied on creating various informative blog posts aimed at educating the target audience.
Since beginning its engagement with Velocity Media, Microsoft Surface has consistently moved up the competitive landscape—all in a very short time. A successful amount of new leads were generated and many prospects who travelled down the marketing funnel were converted into customers.
Above and beyond closing new deals, Velocity Media has collected a substantial base of MQLs that can be re-engaged with when the client wants to roll out more marketing campaigns of these products.