Driving Traffic & Sharpening a Brand in the Name of Small Business Success!
From concept to startup, growth to renewal, the Missouri Small Business Development Centers (SBDC) help businesses succeed in every stage of their lifecycle. Stealth provides digital marketing, branding, video and social media support to help the SBDC do for themselves what they do best for others: drive success!
What Problem Were We Trying to Solve?
Initially, Missouri SBDC came to Stealth for help boosting their overall brand awareness and web traffic among business owners in Missouri—but not just in the major metropolitan areas. Knowing that value could be provided to rural, minority and young entrepreneurs statewide, SBDC challenged us to tactfully spread out their budget and hit as many communities as possible within Missouri’s borders.
Historically, the client faced marketing obstacles such as unclear brand positioning and reputation (or lack thereof); SBDCs across the nation are sometimes referred to as a “best-kept secret.” And because they are federally funded, it’s typical for business owners with some awareness to view them as a last resort, rather than an ongoing, professional consulting solution.
With the uncertainty that faced many small businesses in the immediate post-pandemic period, we saw an opportunity for the SBDC to offer their consulting services and help many businesses secure pandemic-related assistance.
What Was Our Approach?
Stealth’s digital team launched a robust search and display campaign that greatly improved web traffic and connected SBDC with a wave of potential new clients. By being strategic with ad dollars and messaging, we were able to cast a wide net geographically while still effectively driving our target audience to SBDC’s dedicated landing page.
The success of our digital efforts led Missouri SBDC to engage Stealth further. Over the next phase, we developed comprehensive marketing campaign that included further digital display and search, video production (supported by a YouTube campaign) and streaming audio spots (via a podcast campaign).
We also delivered a full suite of branding materials, including key message development and print collateral, as well full media planning services and social media support:
(Search, Display, Streaming Audio Campaigns, YouTube):
The search campaign produced:
more than 23,500 clicks with a CTR of 6.79%. Nearly 18,000 users visited the site, generating just under 42,000 page views
The display campaign delivered:
2.2 million impressions, 3,400 clicks, with .15% click through rate (above industry average of .07%-.08%)
62% of site users
were driven by Stealth search & display campaigns
The YouTube campaign generated:
184K impressions, 72.8K views, 1.27K clicks
Comprehensive Branding & Messaging Campaign:
The Missouri SBDC has been able to better position their brand and attract new clients, thanks to the suite of assets and strategic thinking from Stealth.
Stealth effectively produced at least one new customer from 113 of the 115 counties in Missouri.