Niche Marketing
Green Ocean Global Advisors, LLC
2023
House of Work revolutionized Green Ocean Global Advisors' lead generation through targeted digital marketing strategies, boosting their business growth.
Webinar Marketing
Content Creation
Business Automation
Website Design
Lead Generation
From 0-250 Webinar Registrants in 4 Months
House of Work, a digital marketing agency renowned for its innovative approaches, embarked on a transformative journey with Green Ocean Global Advisors, LLC. Through strategic ideation and execution, House of Work tailored a marketing solution that aligned perfectly with Green Ocean's unique client profile - affluent, adventurous U.S. citizens planning to relocate to Portugal. By deploying a comprehensive digital marketing strategy, including customized webinars, email automations, and influencer collaborations, House of Work not only streamlined Green Ocean's client acquisition process but also created a sustainable model for future growth.
The collaboration between House of Work and Green Ocean Global Advisors showcases a perfect blend of creativity, technology, and market understanding. Under the guidance of Jack Buttjer and John McNertney, both companies leveraged their strengths - House of Work's marketing expertise and Green Ocean's deep understanding of their client's needs. This synergy led to the creation of highly effective marketing materials and strategies that resonated with their target audience, resulting in a remarkable increase in client engagement and business acquisition.
Ideation
Defining the Client Persona
The first step involved a deep dive into creating a detailed client persona. Beyond the basic demographic details like age, education, and financial status, House of Work helped Green Ocean to understand the psychographic profile of their clients - their values, aspirations, lifestyle preferences, and pain points. Special attention was given to understanding the emotional and practical aspects of moving from the United States to Portugal, such as the sense of adventure versus the anxiety of bureaucratic challenges.
Content Strategy Development
With the client persona in hand, House of Work initiated a brainstorming session to develop a content strategy that would resonate with this audience. This included topics for webinars, blog posts, and social media content that addressed specific concerns and interests of the target audience, like "How to Identify and Retain Great Local Advisors in Portugal," "NHR Cancelled? What Now!," and "Long Term Care in Portugal."
Digital Engagement Plan
Recognizing the digital-savvy nature of their audience, House of Work proposed an engagement plan that leveraged modern digital platforms. This included interactive webinars with Q&A sessions, virtual meetups for potential expatriates, and a webinar series featuring hypothetical case studies of successfully relocated clients, providing real-life insights and building a community feel.
Brand Positioning Workshop
House of Work conducted a workshop with Green Ocean to refine their brand messaging, ensuring it communicated the unique value proposition and resonated with the defined client persona. This involved aligning Green Ocean’s brand voice, visuals, and overall communication strategy with the aspirations and values of their target audience.
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Execution
Developing and Implementing Email Automations
House of Work meticulously developed a series of targeted email automations. These were not just standard follow-up emails but were crafted to resonate with the specific interests and concerns of the target audience. Each email sequence was designed to nurture leads at different stages of the client journey, from initial interest to decision-making. They included informative content, reminders for upcoming webinars, and personalized messages that made potential clients feel valued and understood.
Streamlining the Client Onboarding Process
The fact finders created by House of Work were a game-changer. They were designed for ease of use, allowing new leads to submit their financial information seamlessly. This step was crucial in reducing the administrative burden on John and his team, allowing them to focus more on client interaction and less on data entry. The fact finders were integrated with Green Ocean's Salesforce for efficient data management and analysis.
Creating Compelling Marketing Materials
House of Work’s team developed a suite of marketing materials for the webinars. This included designing a visually appealing and user-friendly registration landing page on Green Ocean's website, creating promotional graphics that were both informative and engaging, and drafting promotional emails that effectively communicated the value of the webinars. A custom presentation design template was also created to ensure brand consistency across all webinars.
Webinar Promotion and Execution
With the marketing materials ready, House of Work initiated a comprehensive promotion campaign for the webinars. This included targeted email blasts and collaborations with influencers in the expatriate community. John paid $1000 for 10 video collaborations with a Youtube influencer that has roughly 70,000 subscribers. This led to a surge in webinar registrations. The webinars were not just informative sessions but were designed as interactive experiences where attendees could ask questions and engage directly with John and his team.
Utilizing Video Marketing
To enhance engagement, House of Work incorporated video marketing into Green Ocean’s strategy. The webinar recordings were posted to Youtube to address common questions and concerns about moving to Portugal. These videos show up on the first page of Youtube and used as lead magnets on Green Ocean’s website.
Tracking and Analyzing Performance
Throughout the execution phase, House of Work placed a strong emphasis on tracking the performance of each marketing initiative. They used analytics tools to monitor website traffic, webinar attendance, and email open rates. This data was crucial in understanding what resonated with the audience and allowed for real-time adjustments to the strategy.
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Completion
Influencer Marketing Expansion
Building on the initial success of influencer collaborations, House of Work plans to intensify its efforts to identify and partner with more influencers in relevant niches. They plan to expand on YouTube, engaging influencers who have a strong following among expatriates, financial planners, and those interested in Portuguese culture and lifestyle. These partnerships will involve co-hosting webinars, and Youtube videos.
Community Building Initiatives
Recognizing the importance of community for expatriates, House of Work helped Green Ocean to establish and nurture online communities. This included joining exclusive Facebook groups and online forums where potential and current clients could share experiences, ask questions, and receive support not only from Green Ocean but also from their peers. These platforms served as additional channels for client engagement and feedback.
Ongoing Content Strategy
House of Work established a schedule for ongoing content creation, including webinars, blog posts, and social media content, ensuring a constant flow of engaging and informative material. This strategy was aimed at keeping Green Ocean's audience engaged and informed, reinforcing Green Ocean’s position as a thought leader in their niche.
Long-Term Marketing Roadmap
House of Work is developing a long-term marketing roadmap for Green Ocean, outlining future initiatives, potential market trends to capitalize on, and strategies to adapt to the evolving needs of their target audience. This roadmap is being designed to ensure that Green Ocean remains at the forefront of marketing innovation and continue to grow its client base.
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