At the start of the campaign, our primary objective was to build awareness of the Bayzat brand across its ideal customer profile (ICP) – primarily CEOs, business leaders and HR decision-makers within the UAE region. We were also tasked to:
- Develop high-impact growth strategies using value-add content and PPC campaigns
- Build trust and improve conversions by helping to position Bayzat spokespeople as sector experts
- Drive marketing qualified leads (MQLs)
As part of our 12-month campaign, we started by reviewing all existing customer and market insights, content, and campaign performance. We also carried out an in-depth audit of Bayzat’s paid media channels, all of which enabled us to establish and define a 2021 growth marketing and content strategy.
Next, we interviewed several of Bayzat’s internal experts related to all areas of its product offering – HR, insurance and payroll – to gain insights into its key messaging and target customers. We used these insights to develop a comprehensive buyer persona guide and three strategic content themes linked to the company’s core value proposition. These themes were:
- The era of world-class employee experiences
- Realise the power of data
- Open up new possibilities with Bayzat
With this in place, we were ready to kickstart the two core pillars of our integrated brand positioning and lead generation campaign:
- Digital marketing
We developed a robust paid media marketing plan for brand awareness and lead gen based on Bayzat’s target audiences and keywords. At the same time, we carried out daily management, monitoring and optimisation of all paid media ads across PPC and social channels for all lines of business.
This included:
- Pixel generation and provision for retargeting purposes
- Audience creation using Bayzat data or channel parameters
- Ad generation based on the creatives provided by Bayzat
- Ongoing keywork analysis and landing page optimisation to ensure that ads were appearing for the right search terms
Our PPC campaigns included a mix of Google Search, Google Display, LinkedIn, Facebook and Twitter ad campaigns. We also continuously AB tested campaigns to balance the budget allocation of ‘always on’ campaigns and ‘test & learn’ initiatives, enabling us to target audiences with more impactful content as the campaign progressed.
- Content creation
Using our content themes, we developed quarterly pieces of milestone content designed to educate target audiences and provide practical industry insights that businesses could use to transform their HR operations. Examples include a guide to delivering world-class employee experiences and an insurance toolkit taking readers through the eight key stages of the insurance journey.
Each piece of content included multiple promotional and sales support assets, including organic and paid social posts, LinkedIn InMail templates, landing page copy and supporting blogs. We then supplemented this milestone content with regular thought leadership blog content and organic social posts to promote Bayzat’s key messaging and help position the company as an industry expert. This mix of long-form and short-form educational content provided a focal point for paid media campaigns, enabling us to target prospective customers with compelling content in order to build awareness and drive MQLs.
Finally, we tapped into our global partner group, Convoy, for local PR and media engagement support. We brought Procre8, our Dubai-based partner agency, onboard to deliver a localised media communications strategy based on our content themes and buyer personas.
The Procre8 team repurposed existing materials, created new content based on Bayzat’s messaging and took advantage of Bayzat’s proprietary data. The team used a combination of press releases, thought leadership articles and media briefings to engage target publications and insert the Bayzat brand into industry conversations.
Having access to local market and sector experts ensured maximum impact, helping to cement Bayzat’s position as a rising player in the UAE HR market.
