AZENZUS. From a PPC service contractor to a marketing partner

Our team has always been adept at finding common ground with foreign companies. With at least half of the projects for customers in the EU and North America, our portfolio is a testament to that. Today, we want to share the story of our collaboration with Azenzus, a Danish start-up working with oil extraction and water management companies mainly in Denmark and the UK. What started as a request for a PPC campaign soon turned into full-fledged marketing support.

PART ONE. DIGGING DEEP

Research
We always take a comprehensive approach to any task, regardless of how simple or complex it is. We don’t launch ads for the sake of it, nor do we offer simple and quick solutions. We ask the customer what they want to achieve and keep digging until we get to the bottom of the matter and find the optimal solution based on their concrete request, rather than our team’s generalized experience.
Therefore, before launching the ads that our client requested, we suggested running in-depth interviews within the company, researching the start-up’s competition, developing marketing personas and hypotheses, and, essentially, preparing a baseline go-to-market strategy.

In-depth Interviews and Marketing Personas
Starting our collaboration with Azenzus, we asked for a detailed brief, following up with a series of interviews with the company’s employees to learn more about the product, the sales system, any previous marketing or digital campaign experience, and how the company interacts with its existing clients. Then, the most interesting stuff began: developing the strategy and trying to figure out how the customer saw their product. An important step at this stage was creating detailed marketing personas. They provide an overview of the qualities, preferences, and habits of various target audience representatives and are therefore key to understanding must-haves for the product they want to buy. By developing personas, we get a clear idea of our potential clients, their pains, and ways of alleviating the pains in question.
Marketing personas also guide how we adapt our advertising messages according to the customer’s needs and motives, thus enabling a more efficient use of the advertising budget.

Cornerstone Frameworks
Customer Journey Map, Jobs to be Done, and Value Proposition Canvas are the three pillars our research rests on.

1. Customer Journey Map plots the customer’s journey from product awareness to advocacy. Understanding all the stops on this route helps us find out how to better interact with the potential customer during their decision-making process.
2. Jobs to be Done helps us focus on the tasks the customer wants to solve for themselves and understand how to improve the product to solve these tasks.
3. Value Proposition Canvas helps us find the unique value your product offers to your clients and explain why they should choose you.

These frameworks helped us enhance our personas, provide Azenzus with a clear understanding of their audience, and inform the further development of their product.

Competition Analysis
Last but not least, we studied the company’s competitors. Together with Azenzus, we compiled a list of over three dozen companies and explored the focus of their work, the services and advantages they offered, traffic sources, product promotion methods, and even social media presence.
After we presented our strategy, the initial request that started our collaboration changed drastically. Instead of just promoting the app, which was still being finalized, we focused on building brand awareness, traffic advertising on social media, search advertising on Google, and promoting individual posts on social platforms to boost engagement.

Advertising on Meta, Google, and LinkedIn
Having developed the strategy, we became confident enough to start validating our hypotheses and working on the brand.
Our SEO and PPC specialists audited the website of Azenzus, identified points of improvement, and launched search advertising on Google to help the company rise to the first pages in search results. The next step was traffic advertising on social media and promoting individual posts for engagement. All that lets us gather a database of potential clients or interested users later to create lookalike audiences to boost the efficiency of our advertising campaigns. At the company’s request, we also prepared an email marketing strategy to be implemented independently after the end of our collaboration.

PART TWO. CONSULTING AND MENTORING

At the advertising launch stage, Azenzus realized they were ready to go beyond comprehensive marketing support and handle their marketing in-house. Therefore, the next stage involved gradually winding down our involvement and immersing the client in all processes.
We prepared an SMM strategy for Azenzus and explained the importance of methodically working on the platforms relevant to their business. Our strategy established the brand’s positioning on social media and its tone of voice and included visuals for the brand’s pages, a content plan for several months, and copywriting assistance. At the start of our SMM collaboration, we prepared texts for Azenzus and helped with topics and editing, and now the company produces posts and other content for its socials in-house. We also held a few PPC advertising workshops to teach the Azenzus staff how to analyze metrics, prepare project reports, and launch ads independently.
Owing to the strategy we prepared and the validation of the hypotheses formulated in the early days of our collaboration, the company can now keep its marketing on point and enhance its product to meet its potential customers’ requirements to the fullest extent possible.
We are happy to help our clients build their skills and chart their course based on validated hypotheses and vetted strategies instead of wasting time and budget. Also, we are always there to provide advice when needed or take on new tasks when the company transitions to a new stage of its development.