Marketing Campaign AerSale

Background

AerSale has been a reputable name in the aviation aftermarket industry since it was founded in 2008. Recognizing an opportunity to provide premier mid-life aircraft and flight equipment support, the company’s founders hired a small staff of employees and began what would become a great acquisition of aircraft, engines, other companies and facilities. Customers came—and stayed. Today, the AerSale family includes nearly 450 employees at 11 facilities in four countries and continues to grow.

The Challenge

A large variety of products and services, coupled with the company’s rapid growth and expansion, made it difficult for AerSale’s marketing department (one person) to effectively plan and implement a solid marketing strategy, conduct and analyze market research, develop and position the AerSale and related brands, and communicate pertinent offerings to a diverse target audience of numerous personas. With limited marketing resources, AerSale needed to rely on strong technology and a marketing partner to plan, implement and follow through on all marketing activities. Further complicating the situation, the existing AerSale website lacked the architecture and functionality to support marketing’s ambitious-yet-critical efforts. The company was also grossly overspending on pay-per-click (PPC) campaigns that were generating undesirable and unqualified leads. Sales efforts were siloed and potential leads were often ignored and abandoned due to the lack of an effective CRM system.

The Opportunity

As a full-service marketing agency with strong turnkey digital capabilities, HexaGroup became AerSale’s marketing department—a single point of contact for all of AerSale’s creative, technical and marketing needs. Our team started by identifying measurable goals for our work together.

Year One

Close Gaps

1. Increase brand awareness via website traffic and social media
2. Position previously siloed product/service offerings as integrated solutions and ensure clear communication of capabilities and advantages
3. Start lead generation activities 
4. Introduce inbound marketing methodology 
5. Align sales and marketing activities via CRM implementation 

Year Two

Capture the Market

1. Capture dominant market share on what counts
2. Pass most competitors from an SEO and overall brand awareness standpoint
3. Continue steady growth of lead generation
4. Expand inbound marketing methodology to all services and expand reach
5. Launch a concerted effort for SEO 

Two-Year KPIs

• Double website traffic
• Double leads generated 
• Double followers on social media 
• Capture 100 top revenue keywords 
• Double organic traffic 
• Double referral links 

The Solution

At HexaGroup, our tagline drives our methodology and all of our efforts—”Marketing Performance. Period.” 

We centered the AerSale engagement on 4 key elements:

1. An online market analysis establishing baseline information for AerSale digital strategy
2. HubSpot website hosting, marketing automation and CRM platform to optimize all marketing and sales activities 
3. A solid strategy component driven by knowledge of both domestic and international markets and buyer personas. 
4. Ongoing marketing activities to generate brand awareness and focus on lead generation. These activities included: 

• Search Engine Optimization based campaigns to capture online market 
• Inbound and outbound campaigns following HubSpot inbound marketing methodology
• Ad hoc marketing and creative support for sales presentations, proposal development and other key sales and marketing needs

We leveraged our extensive marketing experience to help AerSale develop and implement a strategy that demonstrates and supports its industry leadership. 

Clustaar^TM Analysis

Prior to partnering with HexaGroup, AerSale lacked search engine marketing analysis, which meant it was developing content without any consideration for either the customer’s needs or search activity. Our Clustaar analysis bridged this critical gap.

Clustaar is HexaGroup’s proprietary tool for understanding a brand’s market situation in terms of both the competitor landscape and search activity trends. We like to think of it as
keyword analysis on steroids. Clustaar analyzed, segmented and visualized Google big data to provide actionable insights to drive smarter digital marketing decisions. It also identified
keyword and content areas related to AerSale’s business that were currently untapped. We performed Clustaar for each of six identified core market categories, addressing all relevant
markets and applications.

Clustaar provided the in-depth market analysis and competitive positioning needed to guide our marketing strategy, website and content development process. Specifically, it led to:

• Key SEO direction in terms of keyword optimization and content development
• Indications of where to focus paid search activities for optimal results

Growth-Driven Website

Website development is HexaGroup’s hallmark. Through two enhancement phases, we implemented our proven process to provide AerSale with a website that would support all of
its future digital marketing efforts while ensuring visitors a clear, high-quality user experience.

Key Features

Enhanced user interface focused on ease of navigation

• Advanced responsive design
• Quick access to desired content via mega menus and intuitive navigation

Built for lead conversion

• Integration of all inbound campaigns within the site through crosslinks and calls-to-action
• Advanced use of forms

• Fast CMS via HubSpot
• Code structure and website implementation following SEO best practices

The new AerSale site is now a highly functional component of the company’s digital promotions, positioning the brand as an integrated solutions provider and major player in the aviation aftermarket industry. Visitors are now able to quickly and easily access products, services, experts, supporting the sales process for all offerings—as illustrated by the results delivered to date.

Marketing Technology

HexaGroup utilized strong martech offerings to ensure the success of all AerSale efforts:

• HubSpot - inbound marketing and CRM activities
• Google Tag Manager - extensive tracking and analysis
• Raven Tools - accurate and easy-to-understand management reporting

Digital Marketing

To boost website traffic and generate qualified leads, we have been working on strategic inbound marketing campaigns combining impactful content, SEO-centric activities and
integrated digital advertising. We are using a mix of paid search, display and programmatic advertising and social media promotions to reach our target audiences worldwide at each
stage of the sales funnel.

The Results

In its first two years, AerSale’s website, brand awareness and SEO strategy, and inbound marketing campaigns ensured a 24/7 marketing presence around the world and produced proven results in all of the established KPIs. 

HexaGroup effectively serves as an AerSale’s agency of record and extended marketing department / outsourcing arm. Through our efforts, we have elevated AerSale to an optimized digital marketing ecosystem within an industry that is not generally proactive in implementing the latest web, digital and inbound marketing technologies and best practices.

Account Based Marketing

The next step is to implement Account Based Marketing (ABM) to focus AerSale’s sales and marketing efforts on a relatively small number of high-value accounts that have the greatest revenue potential. Using this model, HexaGroup will work with AerSale to identify target companies, engage them with personalized campaigns, and ultimately build lasting relationships that lead to new opportunities. 

While inbound marketing methodology has proven effective at generating qualified leads for AerSale, ABM allows us to go a step further by doubling-down on the very best prospecting opportunities. Leveraging next-generation programmatic advertising platforms, we can utilize all of the same targeting refinement as LinkedIn and Facebook to reach specific companies and job titles. 

Unlike LinkedIn and Facebook, with programmatic we’re not limited to serving ads on social media. Programmatic allows us to serve ads and rich native content to users across tens of thousands of high-quality and vetted websites, giving us a powerful channel to complement and catalyze our existing inbound campaigns. 

Proven Methodology. Amplified Results.

At HexaGroup, performance is in our DNA. We’ve spent the last two decades honing a six-step marketing methodology that balances proven best practices with each client’s unique objectives. Armed with in-depth knowledge of the energy, technology and professional service sectors, our team hits the ground running to achieve your KPIs.