Kaizen
Kaizen Analytix is a data, analytics, and insights products and services firm.
I am responsible for the creating the marketing strategy and adhering to business objectives, as well as the messaging, overall design, and analysis of the website.
Category
Product Marketing and Design
Type
Corporate Site / Branding / SEO
Timeline
3 Years
My Roles
Digital Marketing
SEO
UX/UI Design
Copywriting / UX Writing
Visual Design
Branding
Content Strategy
Digital Strategy
Social Media Management
Tools
Figma
Adobe Creative Suite
Google Ads
Google Analytics
Jira
Medium
Microsoft Office Suite
Want to hear more about this project? Send me an message at stephaniebippert@hotmail.com
Problem
Take marketing strategy in place before joining the team and revamp it into a full fledged, well researched, and business objectives driven marketing strategy that also considers customer experience.
Objectives: increase brand awareness, website traffic, and lead generation.
Digital Marketing
I conducted user research, collected quantitative and qualitative data, and collaborated on redefining, repositioning, and expanding messaging on Kaizen as a company and its offerings. These efforts led to improved organic website traffic and other key website metrics, social media engagement, and lead generation.
Research
Quantitative data and a baseline understanding of the business at the time were used to inform the initial digital marketing strategy. Initial results weren’t great, so I spent a month gathering qualitative data in order to better understand the customer/create personas and further define Kaizen’s offerings.
Interviewed 6 Stakeholders Over 1 Month
Competitive Analysis
Social Listening
Website Analytics
Core Personas
Created based on results from social listening, competitive analysis, and stakeholder interviews, and used to inform the overarching marketing strategy, as well as key messaging, audience targeting, and content creation.
6 personas were created initially, but later narrowed to 3 core personas based on business objectives and offering types.
Bob, 55
Decision Maker – Time Constrained
Needs and Motivations:
- Custom system build
- Scalable solutions
- Hit financial target
Michelle, 38
Self Starter – Keeps up with Trends
Needs and Motivations:
- Looking for innovation
- Simplicity and ease of decision making
- Augmentation
Noel, 35
Small Business Owner – Wears Many Hats
Needs and Motivations:
- Hitting financial targets
- Save time and energy
- Plan for unexpected
- Stay afloat
Search Engine Optimization
Utilizing the personas and insights from conducting research, I collaborated on a revamped SEO strategy which included creating new landing pages and content pieces, expanding current content, conducting keyword research, and optimizing on-page ranking factors and site speed.
While it’s still in progress, we are also improving our contact forms and conversion tracking capabilities, and continuing to clean up, expand upon, and amplify copy.
Content Creation:
Case studies, thought leadership pieces, offerings summaries, solution landing page build-outs
On-Page Ranking Factors:
Meta description, h1 tags, h2 tags, title tags, alt image tags, internal links, and on page text
Site Speed:
Image size optimization, remove unnecessary content types (ex: photo carousel)
Keywords:
Ongoing keyword research, incorporation in website copy, and coordination with paid ad strategy
Social Media
I manage the brand’s social media platforms and increased average monthly engagement by 44% on LinkedIn and increased followers by over 150% across all platforms since first joining the team in 2018.
Branding and Visual Design
As Kaizen continues to better define, redefine, and expand their offerings, the messaging and branding has evolved with it. Over the past 3 years, I’ve modified the a design system and branding guidelines and have implemented them across our website, marketing materials, and templates.
Before
Existing state of brand when I joined in 2018
After
Rebrand: New logos, expanded and modernized color pallet, standardized components, icons, and refreshed typography