The Opportunity
VidVersity, a digital learning SaaS company, makes it easy for organizations and enterprise-level companies to develop their own video training programs. They’ve been in business for years, but recently came under new ownership.
While business was going well, the owners, Liz and Nat, were in an endless loop of webinars, sales funnels, and social media outreach that didn’t quite hit the mark.
This wasn’t their first time trying something new to promote their business. In fact, when they first approached us, we struggled to find their website in a Google search–all of the abandoned project took up the first page of results. If we were struggling to find them, their customers would face the same challenge, costing them sales.
The Challenge
The VidVersity platform is the first of its kind, but because it was so easily mistaken for more well-known products, it was really hard to sell. People were interested, once they learned what their product did, but getting new leads and nurturing them was a slow process (and one where they weren’t having much luck.
However–when they went to tradeshows, they always signed new clients. That told us that they are great natural salespeople and had a knack for winning over people they were meeting in real life. Unfortunately, that spark was missing in their current online marketing.
When they came to me, Liz and Nat expressed an initial interest in an inbound strategy that focused on content marketing. They wanted a specific roadmap to meet their goals, and wanted ongoing support to make sure they stayed on the right path.
Liz and Nat set three goals for their strategy:
1. Get a 100% increase in revenue, taking them from $350,000 a year to $700,000 a year.
2. Create a marketing automation system that made their marketing system run like a well-oiled machine.
3. Optimize their lifecycle marketing to more effectively move leads from the top of the funnel through purchase.
They also needed to have a message strategy that succinctly communicated the value they offered, including their one-on-one customer care, training program, and other add-on services few of their current clients knew about.
Our Approach
Vidversity needed a new way to talk about what they offered, but before we could get to that, they needed a new way to think about what they offered. The first two weeks of our program were filled with “aha” moments as we talked through who their ideal customer was, the number one problem they were facing, and how VidVersity could help.
This provided a framework for their new messaging, which soon became the foundation of their entire strategy.
One of the keys to their success was optimizing their sales funnel. While they had people entering the funnel, few signed up. We provided a roadmap and templates for a follow-up email sequence, which Liz wrote and brought back for review the next week
Six Weeks of Strategy Sessions
Over six weeks, we worked together to build a strategy that not only would get their brand in front of the right people, it would also provide a roadmap to a marketing system that would make marketing easier and more effective.
During the final call, clients are invited to pick their own topic for strategy and discussion. With VidVersity, we spent that time reviewing marketing collateral, finalizing the content for their sales email sequence and discussing how to set it up, and going through some ideas for their (now wildly successful) partnership program.
Strategy Highlights
- New Brand Message
- A Clearer Insight into What Peregrin Offers and the Impact it Makes
- New Sales Funnel Map
- Sales Message Optimization
- Automations to Make Marketing Easier
- Step-by-Step Customer Journey Map
- Social Media Strategy, With Emphasis on LinkedIn
- Partnership Program to Reach Ideal Clients in Government and Enterprise-level Businesses
- Website Recommendations
- Six Months of Weekly Step-by-Step Marketing Strategy
Painting the Picture
VidVersity’s new messaging guidelines have made it easier for them to share the impact of what they offer. Not only are they more confident in how they talk about their services, they’ve started using more vibrant images, letting their engaging personalities shine through (and their clients love it!).
Click the arrow to see VidVersity’s old vs. new messaging and branding.
Moving Forward
VidVersity continues to implement their strategy, including a new website, a more robust sales funnel, and more in-person conferences and tradeshows. They are expanding into new industries, and are actively meeting with the decision makers at national organizations and government entities, with some already signing up to use their video training platform.
What VidVersity Said:
“Bright Scribe Media was a gamechanger for our business. I will sing Margo’s praises to the hilltops. She not only met the brief but went above and beyond. She had a thoughtful, strategic approach to the project which has transformed our approach to our marketing, brand messaging and approach to growing our SAAS business. I have never written so many new proposals in such a short time!”
Liz Kollias and Natalie Wieland
Owners, VidVersity
