Digital marketing and brand strategy

The Strategy

I developed and executed a growth-focused digital marketing strategy, including:

• SEO-optimised content & thought leadership – boosting credibility and organic visibility

• Employer branding & LinkedIn advocacy – positioning Spyrosoft as a top IT employer.

• Strategic PPC & email marketing – Driving 26% improvement in lead-to-MQL conversion.

• High-impact LinkedIn & Twitter (X) campaigns – expanding organic reach and authority in key sectors.

• Behaviour-based email segmentation – Increasing SQL quality by 35% and achieving a 4.2% email conversion rate.

• Targeted outreach & content for tenders – Securing high-value government contracts.

The impact

This strategy drove significant growth, winning high-value contracts and accelerating lead generation.

Lead generation & business growth:

• 25% increase in inbound leads from SEO, content, and paid campaigns.

• 35% improvement in SQL quality through behaviour-based email segmentation.

• 4.2% email conversion rate, exceeding industry benchmarks.

• Secured national IT tenders, expanding into the Geospatial, eCommerce, and Automotive sectors.

Paid & Performance Marketing:

• 5.5x ROAS on LinkedIn retargeting campaigns.

• Optimised PPC & paid social strategy, improving cost-per-lead efficiency.

SEO & content marketing success:

• 42% increase in organic traffic through targeted SEO content.

• 15-point boost in domain authority, strengthening credibility.

Social media & brand awareness:

• 18,000+ new social media followers in 9 months.

• 37% posts engagement rate, significantly improving audience interaction.

• 5% company page engagement rate, outperforming industry benchmarks.

The challenge

Spyrosoft, an FT 1000 IT startup, needed to expand its UK presence and global footprint to attract enterprise clients, secure high-profile contracts, and strengthen employer branding. Despite strong technical expertise, it lacked visibility and strategic positioning to reach decision-makers effectively.