Enviro Waste is one of the UK’s most progressive environmental services providers, running a successful operation that handles everything from skip hire to confidential data destruction out of their Leyton facilities.
The beginning of the journey
At the back end of 2017, Content Pathway made contact with young eco-entrepreneur James Rubin, who expressed an interest in a content marketing and email marketing plan that would better position Enviro Waste as a respected authority, and James as a valued industry figure. They felt that Content Pathway had the best expertise in the industry when it came to content marketing for a waste management and recycling-dominant business.
Internally, it was felt that the marketing spend was too high for the results, which were reactive, rather than proactive, and relied on advertising, rather than value. During the discussions between Content Pathway & Minty Digital, our email marketing partners, and Enviro Waste, we managed to get this project off the ground with a great agreement.
Getting to work!
As there was no perceived rush, and more time was available to create a plan that worked for all. Minty Digital, lead by the impressive Charlie Clark, felt that the email marketing set up was created and managed on the wrong platform and did not provide the transparency, reporting or value required for effective email marketing campaigns. We managed to save Enviro Waste up to £500 per month by changing systems as well as providing a more comprehensive reporting and analytics summary on each campaign. Email open rates and click-throughs are at an all-time high, with more, and higher quality leads, coming through after each campaign.
Another part of our offering was to be able to put together resources that account managers and salespeople could send to customers to educate them about why Enviro Waste’s intelligent systems were the superior choice. We managed to collate several materials into more streamlined PDFs, so that all relevant information was presented on one page, rather than multiple pages over several files. We also developed a clear visual brand message that has become a familiar presence across multiple media streams.
We are building a library of resources in the form of the blog page, creating content that educates general web visitors, but is targeted specifically at potential customers. The blog section had an issue in the past that keywords were being targeted improperly, for example, writing an article about ocean plastic waste, to catch the ‘plastic waste’ keyword, when the target customer was a plastic waste producer in London. Targeted educational content was one feature, with another being a series of interviews between ourselves and the account managers, and between the account managers and their clients. We want potential customers to be able to feel the human element of the content, and be able to put themselves in the position of existing Enviro Waste clients, giving them a good hypothetical experience.
Feedback internally and externally have both been positive, with account managers and sales expressing pleasure that their ideas are being listened to and actualized. We feel that they are the best sources of content ideas and so we have a unique communication channel with each account manager to brainstorm ideas.
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Head of Marketing and Sales, Stephen Bourdet, told us
‘We firmly believe Content Pathway is the best-placed business on the market to take our marketing and company message to where we want it to go.’