Marketing Strategy

For Maryam Obeyd Therapy, I led a comprehensive website redesign and digital marketing strategy that better reflects the practice’s warm, culturally responsive, and relational approach to therapy. I developed the site structure, wrote and optimized the website copy, refined the brand presentation, and supported local directory and Google Business Profile optimization. My ongoing SEO work includes keyword research, technical and on-page optimization, local SEO, internal linking, and the creation of search-focused blog content designed to increase visibility and attract aligned clients throughout California.

View the live website at: https://maryamobeyd.com/

Polaris Behavioral Services is an independent private practice therapist, Chris Merchant, located in Texas. As a new business owner with a specific vision and goals, Chris specifically knew what he wanted. The challenge was bridging the gap between what was possible to do and what was out of budget.

I have been consulting with Chris on his overall marketing strategy, including SEO directory listings. We developed his branding and logo from the ground up, and designed him a custom WordPress website that reflects the authoritative and professional brand that he is creating.

View the live website at: https://polarisbehavioralservices.com/

The In-Between Therapy Services is an independent private practice therapist, Luce O’Steen, located in Texas. As a new business owner, Luce was a bit lost on where to start. Her website was previously built on Simple Practice and was not accruing domain authority for SEO.

I have been consulting with Luce on her overall marketing strategy, including SEO directory listings. We developed her branding and logo from the ground up, and designed her a custom WordPress website that reflects the colorful person that she is, and reflects the inclusive nature of her business. I am currently in the process of consulting with Luce on a blogging and SEO strategy.

View the live website at: https://theinbetweentherapyservices.com/

BreWingZ is a sports bar and chicken wing restaurant with locations throughout the Greater Houston Area. I worked alongside their corporate marketing department to develop their social media calendars. They would send over the post content, and I would develop the copy, social strategy, keywords and hashtags. I developed brand engagement guidelines to streamline this process and ensure that all content created was on brand. Our graphic designer developed the images. Additionally, I would monitor analytics and create monthly digital reports to send to the client – further fine-tuning the marketing strategy per analytics data.

With their social media strategy, we focused on sporting events and their variety of sauces and specialty cocktails. As is the case with restaurants, it’s fast-paced and requires social monitoring and upkeep with memes and the like. I would offer suggestions to the company for posts based on sporting events and pop culture memes that were relevant.

I had a large paid social budget that was based on my suggestions for the posts to boost. I would allocate based off of how each post did, and specific events and specials. The posts highlighted in yellow were the paid social ads.

View my work for BreWingZ below:

Branding:

Branding Guidelines

SEO & Analytics:

Marketing Analytics Report – March 2021
Marketing Analytics Report – February 2021
Marketing Analytics Report – January 2021

Social Media Marketing:

March 2021
February 2021
January 2021

Dr. Navin Subramanian is a spinal surgeon located in Houston, Texas. He operates his own private practice as well as affiliations with multiple hospitals in the Houston Medical Center. Needless to say, he’s a busy man and wanted a very “hands-off” approach with his social media strategy.

His target audience is athletes and the 50+ age group. As such, I based his strategy off of wellness tips and spine health. Often, spinal patients who are at the point of needing surgery have had diminishing quality of life due to their pain – I wanted to highlight that under Dr. Subramanian’s care, they can gain that quality of life back. These tips also applied to those who were contemplating the surgery, had recently had it, or were working with physical therapists. These #WellnessWednesdays ended up being his highest engagement posts.

I created all of the copy and images for the account, monitored Analytics, and conducted keyword research. In addition to the organic social media posts, I had a paid social budget that I would allocate based off of how each post did. The posts highlighted in yellow were the paid social ads.

View my work for Dr. Subramanian below:

Branding:

Branding Guidelines

Social Media Marketing:

April 2021
March 2021
February 2021

Ecoer is a B2B HVAC equipment distributor with headquarters in Fairfax, Virginia. They develop and distribute their own AI and “Smart” IoT HVAC technology, serving HVAC companies in the U.S. and Canada, with additional offices in China and Japan. Their target audience was HVAC companies, and they offered a distributor program with resources for their vendors. Primarily, they wanted to show that Green Energy is accessible and affordable and will entice homeowners to use the services of their vendors.

With their social media strategy, I focused on the elements of the technology specifically to appeal to the HVAC companies – without getting too technical, or it would be too niche. I wanted to give the HVAC companies a sales pitch to give their customers, and further entice them with the distributor program perks. I started doing weekly “Vendor Spotlights” to encourage engagement and re-shares, which culminated into more distributor program signups.

I created all of the copy and images for the account, monitored Analytics, wrote blogs and published to syndication networks, and conducted keyword research. In addition to the organic social media posts, I had a paid social budget that I would allocate based off of how each post did. The posts highlighted in yellow were the paid social ads.

View my work for Ecoer below:

Branding:

Branding Guidelines

SEO & Analytics:

Marketing Analytics Report – March 2021
Marketing Analytics Report – February 2021
Marketing Analytics Report – January 2021

Copywriting:

Smart Thermostats Are No Longer an Option for Energy Efficiency in HVAC Systems
How to Maximize Energy Efficiency with HVAC Systems
Why is ENERGY STAR Important When Choosing Your HVAC System?

Social Media Marketing:

April 2021
March 2021
February 2021

Frio Beer is a light beer (also owned by Texas Crown Club Whisky‘s parent company) that was brand new when we started. We developed the marketing strategy and branding. I collaborated on this account with an intern and my mentee. We would have weekly meetings with the client to discuss ideas and develop the branding. The target audience was Gen-Z and college students, as well as dietary conscious drinkers – as it was a keto-friendly beer. The overall attitude of the brand was very youthful and laid-back.

We worked alongside influencers to create posts and re-shares for marketing collateral and focused most of our efforts on Instagram. My mentee created the social media posts, images, and Ad copy with my guidance. I wrote the blogs and published to syndication networks, developed the branding, monitored Analytics, and conducted keyword research.

Their blog happened around the time of baseball season, so I wanted to incorporate elements of that into the post. I planned for my topics based on long-tail keywords that I would pull from Google Search Console, Google Ads Keyword Planner, and aggregate data trends depending on the topics that did best in their organic and paid social media marketing posts.

View my work for Frio Beer below:

Branding:

Branding Guidelines

SEO & Analytics:

Marketing Analytics Report – March 2021
Marketing Analytics Report – February 2021

Copywriting:

The History of Beer, Hotdogs, and Baseball

Texas Crown Club Whisky is a Texan-owned, Canadian whisky that was my first account – my “baby”. I loved working with the brand and helping them develop their brand new social media strategy. We would have weekly meetings with the client to discuss ideas and develop the branding, marketing campaigns, and more. The target audience was millennials, and the overall attitude of the brand was very raunchy and sarcastic. The Texan theme was prevalent in the posts, as well as drink recipes, and general witty sarcasm.

We worked alongside influencers to create #ThirstyThursday posts and re-shares for marketing collateral, and I created #WhiskyWednesdays whisky drink recipes. In addition to the organic and paid social media marketing, I created all of the copy and images for the account, filmed and developed drink recipe videos, created drink and food recipes, wrote blogs and published to syndication networks, monitored Analytics, and conducted keyword research.

For their blogging strategy they let me decide on the topics, and wanted two blogs per month. I planned for my topics based on keyword research and competitive analysis.

View my work for Texas Crown Club Whisky below:

Branding:

Branding Guidelines

SEO & Analytics:

SEO & Targeted Keywords Report
Long-tail Keyword & Blogging Strategy
Marketing Analytics Report – March 2021
Marketing Analytics Report – February 2021
Marketing Analytics Report – January 2021
Marketing Analytics Report – December 2020
Marketing Analytics Report – November 2020

Copywriting:

Should You Add Ice to your Whisky?
Light and Refreshing Spring Cocktails
How to Host a Whisky and Cigar Party
The Whisky Glass Guide: What to Choose and Why
The Beginner’s Guide to Liking Whisky
The Perfect Whisky Pairing Valentine’s Day Dinner
12 Whisky Mixers and How They Can Drastically Change or Enhance the Flavors of Your Whisk(e)y

Social Media Marketing:

Social Media Marketing Strategy
April 2021
March 2021
February 2021
January 2021
December 2020
November 2020

Carrus is a B2B SaaS Allied Healthcare LMS for Allied Healthcare workers. The company initially started off as purely B2C brand with as CareerStep, but Carrus was launched as the B2B arm of the business to better serve the market alongside continuing the B2C operations.

I managed a team of creatives to develop and implement a dynamic content marketing strategy, which included email marketing and newsletters, social posts, webinars, podcasts, blog posts, whitepapers, eBooks, and more.

In addition to my duties as the Content Marketing Manager, I also spearheaded the following roles and projects:

• Developing and implementing the organic SEO initiatives for the brand. My duties included technical SEO optimization, and content syndication, which boosted site traffic by over 50%, and session duration by 42% within 6 months.
• Tracking and analyzing KPI data to forecast and monitor, and optimize marketing campaigns – including SEO rank, traffic, conversion, lead gen, and video.
• Overhauling lead intake processes to streamline efficiency with automation, and fostering inter-departmental collaboration. This led to an increase in B2B partnerships by over 15% within 6 months.
• Heading trade show logistics planning and on-site execution, including vendor negotiations, tradeshow marketing strategy, booth design and presentation, budgeting, and networking.
• Creating and implementing Google Data Studio templates that were utilized company wide, as well as developing an SEO and Analytics reporting procedure to track campaigns.
• Spearheaded the Carrus Content Hub of resources for HR professionals and healthcare organizations. This pushed the brand into the space of thought leadership, where our CEO was invited to speak at tradeshows, and interviewed by HR.com.

View my work for Carrus below:

SEO & Analytics:

Data Studio Analytics Report – March 2022 – October 2022
Data Studio Analytics Report – September 2022
Data Studio Analytics Report – August 2022
Data Studio Analytics Report – July 2022
Data Studio Analytics Report – June 2022
Data Studio Analytics Report – May 2022
Data Studio Analytics Report – April 2022
Data Studio Analytics Report – March 2022

Content Strategies:

Carrus Resources Hub
Infographic Blogs
Misty Frost Interview – HR.com

As part of an organic SEO strategy for PNW Cabinets, I created SEO landing pages per service that they provided: countertops and cabinets. The goal was to get their Google My Business pages ranked as well as generate credible leads. Each page was created with specifically high-ranking keywords.

To track specific leads from the SEO landing pages, I configured the contact form to have a subject line containing the following information viewable only to our client “New Contact Form Submission (SEO – Cabinets)”.

View my work for PNW Cabinets below:

Cabinets – SEO Landing Page
Countertops – SEO Landing Page