Adding visibility to expertise
How a talented team of software engineers learned to grow again.
Stellar firm. Stalled growth.
Art + Logic had a reputation for brilliant software design. And with clients like Apple and Google, they walked the walk. But their growth had flatlined, and they were struggling to take their marketing to the next level. They lacked strategic focus and were investing almost their entire marketing budget in a single channel: online advertising. And that investment hadn’t produced a single new client.
It was time for a change.
Spelunking for insights
To get a deeper look into their problem, Hinge conducted interviews with the firm’s clients, prospects and employees. Our research confirmed a suspicion we had had from the beginning—that neither Art + Logic’s clients nor its staff could easily describe what the firm did or how they were different. In fact, they were positioning themselves as non-specialists who could solve all problems for all people—a message that lacked credibility and specificity.
However, we uncovered two important insights:
1. Art + Logic has a knack for tackling problems from unexpected angles. Which produces surprising and elegant answers.
2. They are stubborn cusses. They work relentlessly on a problem until they crack it.
Meaningful differentiation is the first step in achieving greater visibility.
Illuminating a way forward
We took those insights and turned them into a positioning statement and messaging architecture. A simple idea emerged: “Creative Tenacity,” a theme we wove into their messaging. This concept would give clients and employees alike an easy way to think and talk about the firm.
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A new marketing vision
Inspired by this research and positioning, we developed an expertise-based marketing strategy tailored to the firm’s strengths and audiences. We took careful aim at two critical targets that would fuel the firm’s growth: prospective clients and industry influencers.
Within a year, the firm’s Domain Authority (a measure of a website’s ability to rank for competitive keywords) rose from 9 to 34—a tremendous jump. Blog traffic grew by 105%, and referral traffic multiplied 4X. Website conversions increased by 136%. And the firm was able to secure new article placements in several top industry publications, such as Engineering Apps Today and Capterra’s blog.
What we did
Visible Firm Strategy
- Client Research
- Competitor Research
- Marketing Audit
- Website Audie
- Marketing Strategy
- Content Strategy
- Differentiation & Positioning
- Messaging Architecture
Visible Firm Implementation
- Keyword Research
- Blog Post Writing
- Blogger Outreach
- Email Marketing
- Executive Guide Writing
- Guide Design & Production
- Social Media Training
- Online Marketing Analytics
- Website Design Recommendations