Spoke is a premier Business Process Outsourcing (BPO) company who partnered with Beetle Moment Marketing to enhance its brand presence and communicate its unique selling proposition (USP) more effectively through website, messaging, sales materials, and social media.
The Challenge
Despite boasting an industry-leading 83% retention rate, Spoke struggled to express its superior value proposition, especially their remarkable integrity. As a BPO company (business process outsourcing), Spoke needed a way to reach their target audience of startup founders and introduce their time-saving talent placement solution. Employee surveys pointed towards an urgent need for more robust brand representation and an engaging social media presence.
Essentially, Spoke had a high value offering with the stats to back it, but the world couldn’t tell from their website and marketing materials.
Brand positioning & messaging strategy
Spoke needed to bottom line the essence of their brand so the target audience would understand their solution.
The Approach
To fully grasp Spoke's unique challenges and potential, Beetle Moment initiated a discovery phase involving Spoke's CMO, CEO, founder, and representatives from various departments. This intensive engagement period, lasting two months, revealed a roadmap to accentuate Spoke's brand and offerings.
As a messaging foundation, we summarized our discovery meetings into what the brand is and is not.
We surveyed stakeholders and employees about the Spoke brand. This is the resulting word cloud, inspiring the messaging to focus on keywords such as: trustworthy, innovative, and employees having a voice.
Key activities included an internal stakeholder survey, brand spectrum exercise, competitor analysis, developing engaging messaging, curating enticing taglines, enhancing website design, and optimizing SEO, all aimed at educating prospects and website visitors about Spoke's BPO offerings.
We updated Spoke’s sales deck to optimize language and graphics.
We also evaluated their sales materials such as pitch decks and email marketing to identify opportunities for stronger messaging to convince leads to become clients.
The Solution
We took their strongest stats about retention and promotions to create compelling visuals for Spoke’s marketing and sales materials.
The project resulted in a comprehensive messaging package, complete with updated website content, design recommendations, and an improved case study showcasing Spoke's success stories. The team crafted a series of ready-to-use social media content, including tweets and LinkedIn posts, alongside suggestions for PR, media, and podcast appearances.
Further, an in-depth competitor analysis was performed, assessing the websites, SEO, advertising presence, CPM, and social media content of the top three BPO competitors.
Highlights from our recommendations:
Target avatar summary (the ideal client’s behavior, goals, interests, challenges, values, and Spoke’s value proposition)
Website content and messaging (copydeck, navigation, UX flow)
Structural upgrades such as: website domain. The current domain was a .co and missed keyword opportunities (including BPO, a high volume search term for their target audience), strong readability, and equity for the brand name.
Original: gospoke.co
Recommended: spoke-bpo.com
Competitor website analysis and comparison including search volumes and keywords
Marketing content strategy including:
SEO blog posts, whitepapers, case studies (assets written and delivered to Spoke)
Organic and PR opportunities such as podcast appearances and media coverage
Social media engagement strategy and content (multimedia text, video, and YouTube)
Strategic partnerships to pursue
Awards and recognitions to pursue
We delivered five tagline options like these, for Spoke to use on their website and marketing materials, social media profiles, and sales decks. Tagline creation was one of our favorite parts of this project because the challenge of distilling a brand into one sentence is easily the most difficult but impactful part of brand messaging. #foundation
The value of great messaging
We delivered multiple tagline options to A/B test, slogans, social media posts, email marketing content, and a messaging hierarchy to use across marketing and sales channels. This gave Spoke’s brand a consistent voice, emphasizing the trustworthy brand attribute that 90% of employees identified.
The Impact
This strategic initiative not only provided Spoke with the tools to revamp their website and initiate a competitive social presence, but it also reinvigorated the leadership team. Equipped with a new playbook, they felt inspired to lead the charge in enhancing Spoke's brand identity and digital footprint.
For your transformative brand messaging solutions, contact us.