Background

ECHO offers Point-of-sales (POS) software, targeting multiple types of businesses across multiple product segments (startups using simple POS, small/medium businesses having POS integrated with other business components, and finally large Fortune 500 companies that have software solutions uniquely built for their company). Due to Covid-19, the target audience ECHO reached (B2B) was digitally worn out. They’ve been sent lots of emails, been contacted about many online webinars and online events. With Q3 having already begun, ECHO had added pressure of performing and reaching goals before the year’s end.

Omega Strategy

First, we did a SWOT analysis for ECHO’s cloud service. We found that the attractive pricing and growing number of software that ECHO offered would bring great opportunities. At the same time, we noticed that ECHO should have a plan to deal with increased complexity of its industry. It must continue to expand its offerings and grow its marketplace to stay ahead of the competition. To further understand the condition of ECHO and its competitors, we conducted quantitative and qualitative research about the global cloud service market and created a comprehensive ranking of cloud service provider in retail vertical. Our short-term marketing strategy was to highlight the sustainability of cloud.

A campaign was created that includes everything from renewable energy projects around the globe to reducing water usage in data centers to ECHO’s sustainability data initiative. We also developed a series of informative posts where ECHO’s cloud service indicates an environment conscious benefit. Next, we established a 12-to24-month marketing campaign. It was a campaign that shows that ECHO has solutions for all kinds of businesses. The campaign was conducted by showing a series of short video testimonials of small and medium-scale clients. Another long-term strategy was to develop a series of ads and LinkedIn articles. In addition, re-publish already available content on LinkedIn. We listed the content that generates the most lead in marketing, including planning toolkit, video content, research content and white papers, ebooks, and targeted ads.

Digital Impact

With our long-term strategy, we projected that 87% of consumers would have a more positive image of a company that supports social or environmental issues. Our campaign would bring considerable benefits to ECHO’s marketing campaigns, because 88% of consumers trust online testimonials and reviews as much as recommendations from friends or family. Our emphasis on LinkedIn helped the promotion of ECHO’s services. ECHO has received an increase of 83% in lead generation with ebooks being the most popular lead magnet, with 27.7% of clients using them, and 46% of leads from banner ads to promote content such as e-books and webinars.

Contact Us

Need additional information or want to speak to one of our consultants, please use the booking link or contact our Info Team for a proposal.