SITUATION
For Growmark FS, their ultimate business goal is to stay in front of farmers with expertise to help them meet their ROI goals, deliver on the brand position and ultimately connect farmers with their local FS specialist. To meet this objective, it became imperative for FS to move beyond traditional marketing and media methods to better engage with customers.
SOLUTION
We recommended a shift from a traditional media mix to a digital-first approach with hub-and-spoke content marketing executions to help FS better connect with customers. The hub-and-spoke model anchors many pieces of supporting content (the spokes) back to one piece of content focused on a specific topic (the hub). We also created a united brand experience through a fully optimized updated website that served as a single content hub for all internal FS brands.
The digital-first strategy helped FS engage with customers on multiple platforms to increase customer interaction and message resonation. Other changes included prioritizing first-party and deterministic data utilizing machine learning optimizations to help move compaigns toward client objectives. The addition of streaming audio and native advertising tactics also helped build a full-funnel strategy.
RESULTS
- Optimized site visits to better measure engagement beyond the click using pixels, which better reflected actions taken on the website
- 24% of all site traffic over the last 12 months of the campaign came directly from digital campaigns
