Profile of Matt Lodge - Digital Marketing Analyst

Matt Lodge: Digital Marketing Analyst

WHO AM I?

I am a Digital Marketing Analyst at Seafoam Media. It’s my job to convert measurable data into actionable results for our clients.

MY MISSION AT SEAFOAM:

I want to ensure that our clients have every advantage possible in a competitive digital landscape. My mission is to use data-driven approaches to create a seamless marketing plan that grabs customers, no matter how they’re searching or browsing.

WHY I LOVE WHAT I DO:

I’ve always loved solving problems. Diving into data and numbers to find ways to move the needle for our clients creates unique challenges and gives me the opportunity to find new solutions to age-old problems.

MY QUALIFICATIONS AND EXPERIENCE:

Prior to joining Seafoam Media, I worked at a direct marketing agency in New York City for 4 years. I learned classic methods for reaching customers and growing brands.

I also worked for the largest online chess website, Chess.com, for 4 years. I worked extensively on growing our online presence along with managing our analytics for our streaming video content.

IN MY FREE TIME…

I play a lot of chess, despite being deeply mediocre at it. I’m in a bowling league, despite being deeply mediocre at that, as well. I love spending time with my fiance and my dog, which I am fantastic at.

Lauren Kruczyk: Client Success Manager

WHO AM I?

I build & maintain relationships with my clients while keeping the team organized and timely with their tasks. I make sure my clients are well taken care of and are always "surprised and delighted" by my team. 

MY MISSION AT SEAFOAM:

To maintain a graceful and professional presence while going above and beyond to both make clients happy and collaborate with the team in a positive manner. Basically, to be awesome at my job and continue learning throughout this journey I have been lucky to embark upon.

WHY I LOVE WHAT I DO:

I love interacting with people, understanding the dynamics between clients' and Seafoam's ultimate goals, and managing team tasks so that we are all working together to adhere to the philosophies set in place by Seafoam. I want to be the bridge that helps lead everyone safely to the other side. :-)

MY QUALIFICATIONS AND EXPERIENCE:

I have experience in digital marketing, content writing, coding, and client relations. I believe my plethora of experience is vital in working to be a successful and vital addition to my clients' teams.

IN MY FREE TIME…

I spend time with my puppy Piper, Roku & chill, cook spicy things, write "stuff," read memoirs, watch horror movies, hike when I am lucky enough to be in the mountains, travel (ultimate goal: Machu Picchu in 1 year + Belize!), and enjoy being an "amateur photographer."

Rachel Sipes

Rachel Sipes: Digital Marketing Analyst

WHO AM I?

I am one our team's Digital Marketing Analysts! I love digging into the numbers and watching my hard work in PPC and SEO pay off for our clients.

MY MISSION AT SEAFOAM:

To learn and test.  I want to learn as much about the digital space as possible so I can become a better strategist, analyst, and business partner.  I want to know more about your business and tell you what I know will help you achieve your goals.

WHY I LOVE WHAT I DO:

The media industry is ever changing.  Something new is being rolled out everyday; something that could help my clients soar.

MY QUALIFICATIONS AND EXPERIENCE:

I started my career 4 years ago in paid media and have been learning about new trends and methods ever since!

WHY I LOVE WORKING AT SEAFOAM:

I'm excited to work for a company who has a relaxed, trusting, hungry, and dedicated atmosphere.

IN MY FREE TIME…

I love to re-watch my favorite tv shows.  Sometimes while I do this, you will find me tapping into my creative side with some acrylic paints or mimicking some drawings on sketchpad.

DOMO and the Case of the Niche Product

DOMO is an online source for outboard marine motor oil and fuel additives for Evinrude Outboard Oil, Mercury, and Yamaha 2- and 4-stroke engines. If you don’t own a boat, marine oil is not a product you’ll likely ever purchase. For boat enthusiasts, however, DOMO provides a great resource, and one that needed more exposure online.

Channels

Organic search
Paid advertising
Facebook
Twitter
Onsite content

Industry

Marine Oil Sales

The Challenge

Experts Without an Audience

DOMO sells a very specific product, used by people who love boating and know what they’re talking about when it comes to marine oil. A challenge for marketers? Sure, but this is a challenge the internet was made for.

Liz Oeltjen talks about DOMO’s challenges.

Meeting the Competition Head On

One inescapable issue was the competition. DOMO had a great product, but were competing with huge entities like Amazon, Costco, and Walmart. 

When working with a company like Domo, it is important to gain an understanding of how users will find your product. The people who search for this item need to be tempted away from 100 lb gorillas like Amazon. It’s absolutely essential for DOMO to be able to compete, with a website that’s easy to use and a service team that’s friendly and responsive. 

Limited Communication = Limited Results

DOMO had been burned by other marketing companies that weren’t communicative and didn’t show their results. We knew that the simple act of being thorough and responsive would put their minds at ease.

We believe that, by giving the client plenty of up-front information — sometimes before they know they need it — we can make our clients excited about tomorrow.

An Outdated Website and Ineffective Ads

Put simply, DOMO’s website was outdated, short on content, and hard to navigate. Their ad campaigns were costing them a lot, but weren’t delivering results. These two problems needed to be fixed in order to give DOMO a fighting chance.

The Opportunity

A Better Website, Broader Visibility & Higher Conversion Rates

As the Seafoam team sat down with this client, we knew what we wanted to tackle. We had a few advantages on our side.

1. They were eager to get to work!:

DOMO was ready for a marketing team that would provide a more robust strategy and regular communication.

2. With years in the business, DOMO knew their products inside and out:

They understood how to best serve their customers, and they already had repeat business. We were excited to capitalize on that.

3. There were plenty of ways we could improve their website:

From content and ad copy to keyword optimization and PPC strategy, we knew we’d be able to boost their returns quickly.

The Strategy

A Site Hierarchy that Would Allow this eCommerce Company to Excel in the Age of Amazon

Our focus leaned heavily on establishing a site hierarchy that would allow the Google bots to understand which products were related to each other. That would serve two purposes: It would improve page rankings and allow users to find the products they wanted easily. A simple-to-navigate website would mean better online sales for DOMO. Plus, by making sure the site was optimized for product keywords, we were able to compete with big name shops like Amazon and eBay.

Matt Lodge discusses site hierarchy.

Brian Martin on DOMO’s Google Ads.

DOMO’s Google Ads campaign needed plenty of work

The copy wasn’t great, and a comprehensive strategy was lacking. Worst of all, DOMO was actually losing money. We added a shopping and search campaign, then revised the spending plan to ensure that we were making money instead of wasting it. A few smart shopping campaigns allowed DOMO to have their best few months ever. We know that the Google Ads platform changes all the time; it’s a continuing priority for us to change with it.

Having the right technical strategy was only part of the solution for DOMO

Regular communication was key, too. Particularly with eCommerce brands, it’s important for marketing teams to act quickly whenever challenges arise — for example, when an item goes out of stock or when there’s a discount available for loyal and return customers. We recognized that, and made sure we were on-call when DOMO needed a quick turnaround.

Jade McNear talks about the importance of communication.

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