Marketing Strategies
to Reach Sustainable Brands

Customer Profile

Name: Bluedot Living
Industry: Media
Website: www.bluedotliving.com
Offering: Newsletters, websites and green guides focused on local and global climate stories, sustainable product recommendations and opportunities for positive impact
Target markets: North America
Target audience: Sustainable consumer brands

Background

Bluedot, Inc., founded in 2021, is a burgeoning media company dedicated to highlighting the endeavors of climate changemakers and emphasising opportunities for action to inspire reader engagement. The company's multifaceted approach reflects its commitment to fostering positive change and sustainability.

Bluedot has experienced rapid growth in readership and expanded its portfolio to include 11 newsletters, 4 print publications, and various websites, including locally-focused green guides and an online marketplace with sustainable product recommendations.

Challenge

Help the media company build awareness among potential advertisers and sponsors, generate leads and create a sales funnel of purpose-led brands. 

How Orange Bird Helped

01/

Market Research for Audience Insights

Orange Bird helped Bluedot Living develop and execute a reader survey to learn about audience demographics and interests. Insights from the survey results helped Bluedot Living attract relevant advertisers with objective metrics about the impact of Bluedot Living publications and the unique attributes of the subscriber base. 

In addition to readership demographics data that revealed Bluedot Living’s affluent, highly influential audience, insights acquired as a result of the survey included, for example:

  • More than half (52%) say that Bluedot Living has helped them adopt a more sustainable lifestyle.
  • More than 1 in 4 (26%) are willing to pay a premium price for products that are eco-friendly or sustainable.

As a direct result of Bluedot Living newsletters:

38%
reduced plastic use
36%
purchased locally grown
and organic produce
32%
purchased eco-friendly
cleaning products
29%
purchased second-hand
or sustainable clothing brands
02/

Go-to-Market Plan

Orange Bird developed and executed a Go-to-Market strategy to help Bluedot Living grow awareness and generate leads from companies that benefit from advertising in Bluedot Living’s newsletters. The plan included organic social media, paid advertising, email marketing, sales enablement and PR.

Media Kit and Sales Enablement Materials

Orange Bird helped Bluedot Living create professional sales enablement materials to communicate the impact of Bluedot Living and share sponsorship opportunities and readership attributes for national and regional advertisers and sponsors.

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How Orange Bird Helped:
  • Developed initial Media Kit designs for National and Regional Media Kits that Bluedot Living can manage and update internally
  • Enhanced the Advertise landing page of the website by updating the overall design, adding a call to action to download the media kit and incorporating readership data 
  • Implemented a lead generation form with CRM integration and automation workflows
  • Created email templates for prospecting outreach, LinkedIn lead follow-up and conference lead follow-up
Result:
  • Bluedot Living sales executives are equipped with compelling sales materials and streamlined processes to engage with prospects and build Bluedot Living’s community of advertisers, partners and sponsors.
  • A lead generation pathway is established for potential sponsors to download the Media Kit.
Organic LinkedIn Marketing for Brand Awareness

Orange Bird helped Bluedot Living grow and engage their B2B audience on LinkedIn.

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How Orange Bird Helped:
  • Updated LinkedIn Company Profile and branding
  • Consistently published posts for Bluedot Living
  • Utilised hashtags and mentions to expand visibility
  • Reshared Bluedot Living’s posts in relevant LinkedIn groups 
  • Shared employee engagement strategies to boost the Bluedot Living brand on LinkedIn 
  • Created a bank of posts for the future
Results from Oct 2023 through May 2024:
11,758
Organic impressions
464%
Page Followers grew by
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Generate Leads through LinkedIn Ads

Orange Bird developed and executed a series of progressive experiments designed to hone audience targeting and ad creatives to achieve the highest impact for Bluedot Living’s budget. 

How Orange Bird Helped:
  • Developed 80 ad creatives
  • Completed 6 targeted experiments in 5 months
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Results:

In each of the six successive experiments we conducted for Bluedot Living, significant learnings were leveraged to help the client optimise their marketing budget and develop their sales funnel.

Win 1
Contact List Insight

Data from the first experiment helped us make an informed, budget-efficient decision to pivot from the client’s existing purchased list of contacts to new alternative targeting.

Win 2
2X CTR

CTR doubled with new audience targeting in Experiment 2.

Win 3
67% Higher CTR

CTR improved 67% with further audience refining in Experiment 3.

Win 4
Audience Insight

In Experiment 4, we tested a non-profit audience. We efficiently concluded that eco-marketers were a more engaged audience than non-profit marketers

Win 5
167 Prospects

In Experiment 5, we identified that CTR improved 53% with an offer to download the Media Kit. Plus, we identified 167 Sustainable Brands for prospecting. 

Win 6
97% Lower CPC

In Experiment 6, CPC was cut by 97% and 14 leads were generated by changing the approach from lead generation to engagement.

Win 7
Outperformed benchmarks by 88%

CPC in the best-performing experiment is $0.68 compared to LinkedIn global average of $5.58.
CPC across all experiments is 57% lower than LinkedIn average.

$0.68 CPC best performing campaign
$2.41 CPC average across all experiments.
$5.58 CPC LinkedIn global average in 2024 5.58*
*Source: https://redrob.io/blogs/linkedin-ads-benchmark-statistics-meta-analysis-for-2024

What Does Bluedot Living Say About Orange Bird

Thank you again for everything Orange Bird has done to assist us. Your team has been wonderful to work with and helpful in so many ways.

Ray Pearce,
CEO, Bluedot Living

Next Steps

Find out how your organisation can partner with Orange Bird to successfully communicate your vision to potential customers. We’re excited to help you deliver value for people and the planet.

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It is not yet too late to reverse the trendlines. Together we can nurture an abundant and beautiful world.
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