Jaymie Scotto Cutaia, Founder and CEO
The COVID-19 pandemic has caused many companies to re-evaluate their 2020 go-to-market strategies. With trade shows cancelled, face-to-face meetings postponed, and direct sales campaigns frozen, business leaders are looking to keep their companies virtually running and payroll sustainable. The need for fresh, engaged prospects is still critical, perhaps more than ever, but difficult without their usual face-to-face connections.
The question arises: how to sensitively approach only those who require the services, without reaching out to a broader audience through traditional sales techniques? Enter Jaymie Scotto & Associates (JSA)! In these difficult times, the company has been guiding its clients to shore up their digital presence and ‘search and find’ capabilities with its industry-leading SEO and digital advertising best practices.
“JSA starts by strengthening our client’s digital infrastructure with an SEO audit to evaluate the current website elements that could be helping or hurting the attraction of potential buyers,” states Jaymie Scotto Cutaia, the founder and CEO of JSA. The audit helps the JSA team understand whether the client is using the right keywords in both the front and back-end of their webpages to help buyers find them in search results. It also examines whether the site is following the latest Google and Bing guidelines to be searched for optimally, if the current page load and site security are adequate, and if calls to action are clear and trackable. The audit further provides the JSA team with the intel on whether their client is populating detailed profiles from every interested visitor, or if they are letting users float off the website without capturing their identity or need.
Next, the JSA team leverages Account-Based Marketing (ABM) tools to identify ideal prospective companies, top decision-makers within those companies, and the pain points they are facing. “We then craft content that is personalized to these top buyers within these companies, and deliver it across multiple channels, including digital advertising,” explains Jaymie. JSA also deploys highly-targeted LinkedIn Form Ads to drive relevant leads to the clients’ doors.
By providing a timely topic, lunch on JSA, and targeted LinkedIn ads promoting registration, we have been able to increase our (Virtual Roundtable) registrations by over 150 percent as compared to last quarter
The company can even leverage intent data to understand if these leads are ready to buy sooner than later. This more targeted account-based approach is much more effective at a time when outbound e-blasts can feel, as Jaymie mentions, “too sales-ey, impersonal and downright insensitive.”
Operating as a full-service marketing and public relations firm, JSA utilizes its ability to create fresh and target-specific content that aligns with a client’s marketing needs to ensure the delivery of ad and marketing campaigns with guaranteed ROI. “It must start with a great message- and that begins first with great strategy and analysis. Together, this leads to optimal ROI for our clients’ marketing spend,” says Jaymie.
Case in point, JSA helped American Meetings, a worldwide live and virtual meeting services organization, servicing over 60 countries to shift to an all-virtual digital marketing strategy quickly. Andy McNeill, Founder & CEO of American Meetings, mentions, “Our lead generation campaigns leverage both LinkedIn Ads and Google Ads with a variety of ad formats, including lead gen forms, videos, text ads, and display ads. We have been very pleased with how JSA has applied their expertise to each of these campaigns to fine-tune our target keywords and messaging to maximize exposure to our target markets, resulting in a 123 percent increase in total visitor website traffic and 775 percent increase in leads over the past three months.”
Founded in 2005, JSA has been at the forefront of driving innovation and helping its tech and telecom clients grasp the new market trends. The company’s latest innovation has been in driving its community to communicate and network through bi-weekly virtual roundtables. To further provide assistance during these difficult times, JSA has also provided the first 100 registrants to its Virtual Roundtables with either free lunches or gift cards to local restaurants of their choice. These meals or gift cards get delivered 30-60 minutes before the virtual event, thereby serving as a reminder to participants to log in and connect with JSA’s panel of industry experts. “Our latest series discusses the impact of COVID-19 on our industry and verticals. By providing a timely topic, lunch on JSA, and targeted LinkedIn ads promoting registration, we have been able to increase our registrations by over 150 percent as compared to last quarter,” informs Jaymie.