Lowell E. Baier (author, conservationist, historian, lawyer), came to BluePrint for help in marketing his latest book, Saving Species on Private Lands. He wanted to reach a specific audience – private landowners who have agriculture, recreation or private enterprises on their property – who would benefit from the wealth of information and resources in his book. Standard outbound marketing such as an advertising campaign or direct mail would be costly and likely would not net any sales. We suggested an inbound marketing strategy that would not only focus on marketing his current book but would capitalize on the entire body of work that he had written and continues to build. Saving Species on Private Lands hit the shelves just about the time that COVID-19 hit the United States, so content marketing became even more important and relevant.
BluePrint developed a marketing strategy to focus on appealing to the specified target audience – private landowners. The strategy had a four-prong approach:
Mr. Baier had very specific ideas about his brand identity that we were able to expand into all the necessary elements and use in all promotional materials. It’s always enjoyable working with a client who knows what they want and yet are open to input, ideas and stepping outside their comfort zone – and Mr. Baier was just that!
For the website, keyword research and search engine optimization (SEO) were conducted to ensure that the content we were creating resulted in inbound traffic and getting the Lowellebaier.com website first on search engine results page (SERP). BluePrint Media wrote and distributed a series of press releases to get the word out about the book, and set up social media accounts on Instagram and Facebook.
Within a week of the site being launched, Lowellebaier.com it landed on first page SERP for Lowell E. Baier, which was no easy feat considering his well established and lengthy career. The site garnered praise from his colleagues, and the promotional campaign resulted in media interviews and article placement in key publications. While promotions have been interrupted by the COVID-19 pandemic, additional activities are planned for when the news cycle is a bit more open to topics addressed in the book.