Green Paper Products: Full-Funnel Marketing

Project Opportunities (The Problem):
Green Paper Products had a loyal B2C and B2B customer base due to their high-quality sustainable product offerings and exceptional customer service, but they did not have a marketing strategy in place for long-term growth. As they looked to scale their business, they sought our expertise in creating a full-funnel marketing strategy that communicated their value proposition to current and new customers.
The Strategy:
When revamping Green Paper Products' marketing efforts, we created new strategic initiatives for each stage of the funnel— awareness, engagement, conversion, and loyalty. Competitor research helped us determine how they compared to other brands on multiple channels, allowing us to create a plan that emphasized the brand’s strengths and reduced their weaknesses. Green Paper Products differentiated themselves through their outstanding customer service and an impressive selection of high-quality, environmentally friendly products. At the heart of all our marketing efforts was conveying the company's commitment to delivering value to their customers.
Our most successful marketing initiatives included a robust mix of search engine marketing, search engine optimization, remarketing and retargeting campaigns, social media marketing, and email marketing. We utilized different marketing strategies at each funnel stage to deliver impressive results.
Services Provided
Digital Marketing
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Remarketing & Retargeting
- Media Buying & Programmatic Display
- Conversion Rate Optimization
- Email Marketing
- Marketing Strategy Development
- Social Media Marketing
The Results
Revenue
Increased Revenue
70%
Year Over Year
Conversion Rate
9.86%
increase in overall conversion rate
Performance
Organic Search
56%
increase in revenue from organic search
Email Performance
13.8%
increase in revenue
Followers
Increased Followers
269.1%
Increased by 2045 followers
Facebook Page Likes
483%
Revenue
Performance
Followers

Funnel
The Marketing Funnel maps the stages of a customer's journey, making it an invaluable tool when formulating your strategy to attract and retain consumers. Although each stage of the funnel builds off one another, not every tactic is successful or suited for every part of the funnel. It takes between 7-11 touch points before a customer becomes loyal, so taking a full-funnel marketing approach ensures that you address a customer's needs at every stage.
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- 2
Social Media Marketing
Awareness Stage
Green Paper Products’ previous marketing strategy focused heavily on the lower part of the funnel, so it was important for us to find new ways to attract prospective new customers early on in their buyer’s journey. We improved top-of-mind awareness by creating scroll-stopping prospecting campaigns that pulled users into our funnel where they could be remarked to through other tactics.
Social Media Marketing
Engagement Stage
As we began to attract new customers, Green Paper Products’ organic social media feed needed to speak to their brand and values. Gradually, we developed a weekly posting cadence and curated a thoughtful and aesthetically-pleasing feed that spoke to their products and values.

Search Ads
Conversion Stage
Through various paid media campaigns and conversion rate optimization efforts, Green Paper Products saw a holistic increase in revenue. Our optimized Google Shopping and Search ads helped significantly improve RoAS while attracting new customers. Additionally, we deployed stunning automated flows that reached users at key points in their journey.
Email Marketing
Loyalty Stage
Finally, through email marketing, we nurtured brand loyalty amongst satisfied customers.