Featured Work:
ViziRecruiter
As a B2B company for the recruitment industry, Vizirecruiter (VIZI) hired the midnight oil group for brand and marketing work in order to increase brand awareness, lead generation and sales. the midnight oil group provides a full suite of services for the tech brand.
Services:
Branding
Graphic Design
Website Design
Social Media Marketing
Email Marketing
Content Creation
Digital Advertising
Logo Refresh
Beginning with a full brand refresh, the midnight oil group designed a new company logo and style, which carried over to all marketing efforts. The new logo was more streamlined and evoked a feeling of innovation and tech, which were essential elements for the brand in the recruitment space.
Website Design & Development
In addition to providing a product overview and information, the VIZI website needed to encourage demo conversions and lead generation. As a completely new concept to the recruitment industry, VIZI’s website needed to convey the primary purpose of the product, while also motivating visitors to schedule a demo to learn more. Â
Throughout the website, there are various opportunities for opt-in lead conversions, including Book a Demo forms on select pages, contact information capture for download guides and white papers, and the option to watch a demo, which also secures contact information in order for the sales team follow up.
The VIZI website has been refreshed in design and general layout over the course of seven years, and it is consistently updated by our team with new content that supports organic search.
B2B Email Marketing
As email marketing was focused on business-to-business sales, our email messaging and strategy was different than traditional B2C email marketing efforts. Using MailChimp, we created emails to look less design-heavy and more like they were coming from a direct sales representative. VIZI emails were succinct and sales focused to secure demos.
Average open and click through rates exceeded industry standards, and email marketing was a leading source for demos booked and demos watched. Additionally, when download guides were integrated with email marketing, click-through rates skyrocketed as the content engaged potential customers.
Social Media Marketing
As a B2B business, we focused social media efforts for VIZI on Linkedin. We created organic content that included designed posts, gifs that showcased the transformation from text to visual job posting, download guides, infographics and success story spotlights.Â
We also interacted with followers who engaged with VIZI’s social platforms in order to expand organic post reach. Select posts were boosted to increase overall engagement and reach.
Having an active Linkedin business page was essential as we focused digital advertising on this platform as well. The organic strategy paired with paid ads proved effective to boost brand awareness and secure demos.
Digital Advertising
We provided a variety of digital advertising services for VIZI, the most effective being advertising on Linkedin as the audience and potential customer is very specific. After research and testing on various platforms, we were able to pinpoint the target customer as a C-Suite level executive who has decision-making power. Additionally, healthcare, entertainment, tech and energy proved to be the industries most likely to turn into a customer.
While Google ads drove traffic to the website, they weren’t targeted enough to result in quality demo conversions. Linkedin was effective for hyper-targeting by job title and industry, and alsoenabled us to retarget potential customers who were receiving our sales emails. We ran a variety of Linkedin ads, including video ads, lead generation ads, spotlight ads and image ads. Goals varied for each ad, including brand awareness, driving traffic to the website, and lead gen.
Graphic Design
