Digital Marketing Strategy for PWAN Plus Business Concerns

OVERVIEW

PWAN Plus Business Concerns Ltd is an affiliate of PWAN Group, the foremost Real Estate Network Marketing Firm in Africa. PWAN Plus was on a mission to make land and home ownership stress free for all and give every client in the country and  in Diaspora. Managing the shared network marketing database of the group of companies was a challenge.

The goal of this project was to generate qualified leads, manage social media platforms and content creation 

 

January 2022 - August 2022

My Role

  • Managed social media platforms, responded to DMs, and moderated comments.
  • Created and launched digital marketing campaigns.
  • Developed and managed a content calendar.
  • Conducted on-page and off-page SEO.
  • Created digital collateral for marketing, including e-books.
  • Actively involved in content creation, scriptwriting, and video production.
  • Taught and coached over 50 realtors on social media marketing.
  • Consulted the brand ambassador on digital marketing strategies.

Background

Key Challenge: PWAN Group had over 100,000 consultants signed up to their network marketing program. These consultant market the products of over 40 affiliates under the group creating a healthy internal competition. However, it also had its downsides. The have several WhatsApp group they belong and communicate with. They can decide to boycott an affiliate or focus on another. It was obvious their was a bridge in communication between the consultants and the affiliate individually.

Team: I joined the team as the Digital Marketing Officer and I reported to the Creative Lead and the MD. I collaborated with two graphic designers, a video editor, a content writer to deliver my tasks.

Key Achievements: Generated over 500 leads with a 35% landing page conversion rate.

Understanding The Problem

I had a few meetings with the MD, Head of Operations, Creative Lead and Project Manager individually. I had group meetings with the company executives, creative team, projects team, and a general meeting respectively. I was able to conclude that

  • There was little to no established communication channels between the firm and her consultants.
  • They had no active ad campaigns for their products.
  • Over 90% of company revenue depended on the consultant.
  • No distinguished different in brand messaging from the group and other affiliates
  • Noticeable delay in updating company website with information.
  • Company website was not mobile responsive.
  • Limited lead generation.
  • Need for effective content and social media strategies.
  • Need to enhance the digital marketing skills of realtors.

Strategic Approach

Some strategies used to improve brand awareness and generate quality leads

  • Campaign Development: Created and launched campaigns across multiple channels, including email, social media, and PPC.
  • SEO Optimization: Conducted a comprehensive audit of the website and implemented on-page and off-page SEO strategies.
  • Content Management: Developed a content calendar and ensured consistent publishing and sharing of content across social media platforms.
  • Performance Analysis: Monitored campaign performance, analyzed metrics, and made necessary adjustments to optimize results.
  • Lead Generation: Designed high converting landing pages with a lead magnet. Implemented strategies to enhance lead generation and improve conversion rates.
  • Digital Collateral: Created digital marketing materials, including e-books, to support campaigns.

 

Some strategies used to bridge relationship gap between the firm and consultants

  • WhatsApp Implementation: Established a direct relationship using WhatsApp groups created and managed by the firm.
  • Training and Consultation: Coached over 50 realtors on social media marketing and consulted the brand ambassador on digital marketing strategies.

Sample Post

Key Insights & Results

  • Lead Generation: Generated over 500 leads with a 35% landing page conversion rate.
  • SEO Performance: Improved website SEO, leading to better search engine rankings and increased organic traffic.
  • Content Engagement: Increased engagement rates through well-planned and executed content strategies.
  • Conversion Rates: Enhanced conversion rates through targeted and optimized campaigns.
  • Brand Visibility: Boosted brand visibility and credibility in the real estate market.
  • Realtor Training: Successfully trained over 50 realtors on effective social media marketing strategies.