Thryv Digital Marketing
Liberating work from the Desk
You need to be passionate as a small business owner. It takes time, patience, and guts to build, market, and grow a business. It also comes with a whole host of admin tasks and seemingly endless paperwork. Not to mention invoicing, retaining and getting new customers, or even getting paid. A lot of valuable time gets wasted sitting at the desk instead of a business owner doing the work they know best.
For this client, I was given multiple digital marketing projects that included rewriting SEO-optimized website pages to match internally-created page templates, art directing and writing banners and landing pages targeting specific industries Thryv catered to, creating animations that stood out from the noise, and writing an email campaign that nurtured prospects through valuable content and different offer sets.
Copywriting * Art Direction * Concepting * Website SEO
Audience and Strategy
Thryv’s audiences’ need vary depending on how mature their business is and how many employees and customers they currently have. For those just starting out, they want to save money while prioritizing rapid growth. Those with larger, more established businesses need a stressless way to communicate with and manage their team.
They do have one big thing in common, they want their business to succeed and they hate wasting time on admin tasks.
While Thryv’s products can do a litany of tasks for small business owners, we choose to focus on the simple end benefits, saving time and money while making their lives better and their business more successful.
Digital Banners
Every effort, even lead gen, must be looked through the lens of brand building. So while the focus of these direct media buy banners was to grab attention through building a bridge between the audiences’ current struggles and a more prosperous future, marketing always needs to focus on building recognition.
This was done through the strategic use of their main color orange, which conveys excitement, optimism, and warmth, highlighting the most important words for the audience.
A little spoken about thing in marketing is the amount of troubleshooting you need to do to make the best looking ad, especially when using a format like gif, HTML5, or video.
A low quality, hard-to-read banner can actually hurt a brand. So while knowing the best practices of animation like simplicity and keeping it short is important - it’s imperative to know how to optimize graphics.
Animations
I created these banners in After Effects. They needed to be both videos and Gifs. So the videos were brought into Photoshop and exported as Gif files. They were then further optimized to be the right file size (while still looking good) to be uploaded for launch. Sometimes marketing can feel less like creating and more like exploration and discovery.
But that’s what makes it fun.
The first project leading to these landing pages was art directing a series of new templates for Thryv to choose from, from a traditional lead gen to a punchier click-through page. Once selected, different headlines were written to target the many industries that Thryv services with all the features that would appeal to that segment.
Landing Pages
Two email tracks were created the launch the new, free-to-use Command Center to prospects who had showed interest in Thryv. The first track nurtured prospects with existing high-performing content. The second was an accelerated journey that highlighted the benefits of Command Center and its many useful features.
Nurture Emails
The individual features pages were rewritten to match a new, optimized internally-created template. The pages were to include themed puns, important keywords, and product features that were considered most critical to that segment.