Finding focus: a website proposition and marketing content strategy for Native Localization
A case study about how Oh Blimey helped Native to narrow its focus, define its ideal client, and translate this into a clear message.
“Oh Blimey embodies the saying maximum value up front.
The work not only helped us steer the company in the right direction in terms of content strategy and positioning, it also provided a much-needed emotional boost and optimism going forward in an industry that is currently very shaken up and confused”.
- Didzis, Native Localization
About Native Localization.
Didzis is one of the co-founders at Native Localization. He looks after all things growth at Native. It’s a small company, he has to wear many hats, and his remit is vast - everything from lead generation, sales strategy to sales tech. Oh, and he spends his free time riding his motorcycle.
Didzis got in touch following a building frustration with the copy on the Native website. They felt it wasn’t resonating, and when leads did come in, they weren’t aligned to what Native’s core offering was.
It was almost as though the copy had been created without talking to a single customer. Before Oh Blimey, Didzis used a marketing agency to create the copy for them. “Needless to say, their proposal was not based on interviews and actual data”, he said.
The challenge: who should you focus on to unlock initial growth?
Native had a growing number of clients, but they were from a number of different segments - all with very different desired outcomes.
“There was no certainty as to how we should approach our prospect” said Didzis. “Our idea before was to get clients regardless of where they come from. There was no plan in place, nor did we have any idea about the channels and ways of communication that could help us build our pipeline. Eventually, it got to a point where there weren’t enough leads coming in in terms of regularity and the overall volume.”
The process with Oh Blimey
Didzis and the team engaged Lucy to help them identify and validate who to focus on, and who to build a marketing proposition around.
The project involved:
Defining the ideal client based on the true proposition
Surveying prospects and customers
Developing a revised marketing proposition
Working with our go-to person for copywriting, creating a number of website pages aligned to true voice of customer
Providing an actionable, implementation pack to get this strategy onto the website.
What was the biggest aha moment you had going through this process, Didzis?
“I think for me the moment was when we started surveying and interviewing people. We would actually start hearing how and what people think when they consider our services.
Working with you was demanding but absolutely great. There were times we were buried under tons of new information or broke our heads doing the strategic exercises. Whenever we needed help sorting it out you always guided us through all of it.”
What can you and the team now do as a result of the partnership?
“We now have tools and ideas for creating content to the right audience, as well as a strategy to move forward. We’re able to better understand and challenge our competition based on different situations. We have a clear idea of what our target persona is and what language they use when thinking about our services.
In addition to that we got new content for our website that allows us to move on to think about inbound lead generation and SEO down the road.”
We’re able to better understand and challenge our competition based on different situations.
Is your website proposition is completely disconnected to your customers?
Get in touch to see how we can help realign it to drive growth.
