Personalizing Enterprise Software
Flexible Manufacturing ERP Software
Often we work collaboratively with other agencies to deliver exceptional results. Macola engaged Lilypod Media and we partnered with Lilypod to strategize design, paid advertising, SEO, email, predictive and partner marketing initiatives, setting the brand’s internal marketing department up for success in the digital space.
Tasked with providing a solid plan of action across channels, the team took a deep dive into the data available and crafted recommendations that focus on the short-term goal of net new account acquisition and the long-term goal of establishing a comprehensive marketing ecosystem.
Macola is a leading supplier of business software that provides a more natural ERP experience. Founded in Marion, Ohio and continuously serving its customers with reliable and innovative solutions since 1971, the company continues to strengthen its brand and champions a vision to become the #1 leader in the ERP space serving the SMB and mid-market with industry-leading solutions.
Paid Search Strategy & Deployment
The paid search strategy began by understanding the unique audience targets we needed to reach. The strategy phase provided a foundation for
conversion optimization efforts designed to drive paid campaigns targeting long-tail keywords with less competition and lower cost-per-click. Conversion journey touch points were mapped in a dynamic way that feeds a user’s needs based on their unique behavior. Detailed wireframes were then created that described recommended page elements and UX. Finally, A/B testing recommendations were outlined to further optimize elements and increase results.
The team carefully crafted several paid search ad variants that drove traffic to specific industry and solution-specific landing pages. To round out the effort, 41 Display ad variants that correspond with landing page designs, allow the Macola team to retarget their ads in a direct way based on key audience segments.
Partner Marketing Kit
Our team strategized a phased rollout of partner marketing assets, designing and developing core materials for Macola’s partner portal:
- Paid Media Guide
- Email Marketing Guide
- Local Search Engine Optimization Guide
- Re-marketing Display Ads
- Co-branded Print Ads
- Co-branded White Papers
- Co-branded Email and Landing page Templates
- Co-branded Booth Displays
From a customer referral program, podcast ideation and the design of and content creation for a comprehensive news site dedicated to helping businesses identify the best ERP solution for their needs, our team strategized brand awareness initiatives that effectively supported demand generation goals.