They are the soul and heartbeat of our brand, embodying everything we stand for and aspire to achieve
Nitti, an extension of Summar, conquered the Colombian cleaning market by focusing on companies, humanizing the brand and generating exponential growth.
WHAT I DID
Project Mgmt
Branding
Finances
Copywriting
Data Analyze
Performance mkt
Content mkt
Inbound mkt
SEO
OKRs & KPIs
Key Results
Revenue: From usd$50,000 to usd$250,000 in two years.
CAC: Reduction from usd$22 to usd$8.
Keywords: 6 in first position and more than 30 on the first page, including 3 pillar keywords.
Employment: 90 experts in 4 cities.
Average ticket: Increase from usd$50 to usd$200.
Services: More than 2,500 services per month.
Content: Creation of more than 90 different contents per month.
The company
Nitti has arrived
Nitti arose as an initiative of Summar, a leading company in the Colombian facility management market with a solid track record and a wide network of more than 22,000 employees throughout the country. Noticing a growing demand in the cleaning sector, Summar decided to diversify its services and launch Nitti as an independent brand.
Nitti’s vision is to offer flexible and customized cleaning services for both homes and businesses, leveraging Summar’s experience and infrastructure to ensure quality and reliability in every service.
The challenge
A competitive market
The main challenge for Nitti was to enter a highly competitive market, where there were already consolidated players with a strong presence. The task was to create a distinctive brand that could capture the attention of the Colombian market and establish its own market share. In addition, it was crucial to find the right mix of customer segments and marketing strategies to ensure sustainable brand growth.
A solution
To address this challenge, Nitti opted for a methodological and data-driven approach. They started with the launch of a white label, “Tu Aseo”, to test different approaches and understand market needs. Through detailed analysis and customer feedback, they identified an opportunity in the B2B segment, where competition was less intense and demand was high but unmet. With this information, Nitti developed a comprehensive strategy that included building a strong brand and offering customized services to meet specific business needs.
Buyer persona
Nitti’s buyer persona is small to medium-sized businesses that need recurring and reliable cleaning services. These companies often have multiple locations or offices and are looking for solutions that allow them to maintain a clean and healthy environment for their employees and customers. The primary contacts within these companies are purchasing managers, C-level executives and owners, who make decisions about hiring janitorial services.
Brand Archetype
Nitti adopted the Caretaker archetype to reflect its commitment to personalized care and service. The brand focuses on the cleaning operator, highlighting her importance and value within the organization. By humanizing the brand and putting the operators at the center of the narrative, Nitti seeks to generate empathy and trust in its customers, showing that behind every cleaning service there are dedicated people committed to their work. This approach helps differentiate Nitti in a saturated market and build strong and lasting relationships with its customers.
The brand
Branding process
In the vast world of Colombian facility management, we decided to venture boldly, challenging established conventions. Our first foray, the white label “Tu Aseo” (tuaseo.co), was like a secret experiment, a blank canvas where our creativity blossomed and innovation came to life.
Green became our banner, strategically chosen to break the monotony of blue and symbolize freshness, life and an unwavering commitment to excellence. Since then, every stroke of our logo, every word of our message, has been carefully shaped to reflect our essence.
Green became our banner, strategically chosen to break the monotony of blue and symbolize freshness, life and an unwavering commitment to excellence. Since then, every stroke of our logo, every word of our message, has been carefully shaped to reflect our essence.
But behind every achievement there is a story to tell, a story of courage and passion. It is our operators, with their industrious hands, who weave the tapestry of cleanliness and inspire us to go further, to elevate our vision and create something new, something bold: Nitti.
Nitti, the embodiment of care and commitment, was born from our experience and the passion of our operators. Every detail of our branding was carefully designed to reflect the very essence of what we stand for.
Thus, Nitti’s story is intertwined with that of our operators, a story of courage, dedication and love for the craft. Together, with unwavering determination, we change the game, taking cleaning beyond expectations and turning every task into a work of art.
From our modest beginnings to the heights of Nitti, the saga continues. It’s a story of innovation, courage and the eternal commitment to deliver the best to those who trust us.
Content & Copies
Content marketing process
At Nitti, our Content Marketing strategy was a true revolution. From the beginning, we set out to challenge convention and create experiences that not only captured our audience’s attention, but also captivated and inspired them.
We developed a comprehensive strategy that spanned multiple platforms, from TikTok to LinkedIn. On each of these platforms, we focused on a specific objective: on TikTok and Instagram, we sought to generate awareness of our brand and our unique values. We created exciting and entertaining content that resonated with our audience and invited them to be part of our story.
We developed a comprehensive strategy that spanned multiple platforms, from TikTok to LinkedIn. On each of these platforms, we focused on a specific objective: on TikTok and Instagram, we sought to generate awareness of our brand and our unique values. We created exciting and entertaining content that resonated with our audience and invited them to be part of our story.
On YouTube, we immersed ourselves in the consideration stage, offering informative and educational content that helped our audience make informed decisions about our services. We created videos that showcased the positive impact of our work and highlighted the expertise and commitment of our operators.
And on LinkedIn, we focused on the conversion stage, using highly relevant and personalized content to engage potential customers and convert them into actual customers. We created posts that highlighted the unique benefits of our services and showcased real success stories to demonstrate the effectiveness of our offering.
But we didn’t stop there. We set out to go beyond traditional advertising and create organic content that really connected with our audience. We planned our publications two months in advance, making sure to offer fresh and relevant content at all times.
Our passion for innovation led us to experiment with new formats and approaches, from live video to interactive stories. We dared to be different, to be bold, and the results spoke for themselves.
In short, our Content Marketing strategy was much more than just an advertising campaign. It was a manifestation of our creativity, our passion and our determination to challenge boundaries and create something truly extraordinary. And while our story continues to be written every day, one thing is certain: we will continue to surprise, inspire and leave an indelible mark in the hearts of our audience.
Copy creation process
At Nitti, every piece of copy we create is the result of a meticulous and strategic creative process. Our goal is not only to capture the attention of our audience, but also to connect emotionally with them and convey our unique values as a brand.
1. Research and Analysis: Before we start writing, we conduct extensive research on our audience, their needs, wants and concerns. We also analyze the market and competition to identify key opportunities and differentiators.
2. Message Definition: Based on our research, we define the core message we want to communicate in each copy. This message must be clear, relevant and aligned with the brand’s values and personality.
3. Concept Development: Once we have our message clear, we start developing the creative concept for the copy. This involves finding a unique and memorable way to present our message, whether through a story, a metaphor or a provocative question.
4. Writing and Refinement: With the concept in mind, we move on to the writing of the copy itself. We strive to use clear, concise and persuasive language, avoiding jargon and clichés. Each word is carefully chosen to convey the message effectively and memorably.
5. Proofreading and Proofing: Once the copy is written, we conduct several rounds of proofreading and testing to ensure that it meets our quality standards. We test different variations of the copy to see which resonates best with our audience and make adjustments as needed.
6. Implementation and Evaluation: Once the copy is finalized, we implement it on our different communication platforms. We closely monitor its performance and collect data to evaluate its effectiveness and make continuous improvements in future communications.
Examples
«¿Sabías qué? El 98% de nuestro personal los componen madres cabeza de familia»
«Conoce a María, nuestra experta en limpieza, y cómo su dedicación transforma oficinas cada día.»
«Transformamos espacios con corazón. Nitti, limpieza que cuida.»
«¿Sabías que cada limpieza de Nitti apoya a madres cabeza de familia? Descubre más sobre nuestro impacto.»
«Las expertas de Nitti no solo limpian, cuidan de tu empresa como si fuera la suya.»
Inbound
Inbound attraction process
Nitti’s Inbound Marketing was meticulously designed to attract, convert, close and delight our potential customers. Here we detail the step-by-step process, highlighting the strategies and tactics implemented to generate a solid database and convert leads into customers.
1. Traffic Attraction:
- Guides and E-books: We develop high-quality educational content in the form of guides and e-books that address topics relevant to our target audience, such as “How to Choose a Reliable Cleaning Service for Your Business” or “Benefits of a Clean and Safe Workplace Environment”.
- Blogs: We created an active blog with SEO-optimized articles covering a wide range of topics related to professional cleaning, office maintenance and workspace management. Each article included clear calls to action (CTAs) to download guides or register for webinars.
- Webinars: We hosted periodic webinars on topics of interest, such as “Efficient Cleaning Strategies for SMBs” or “How to Maintain a Healthy Workspace.” These webinars not only educated our audience but also encouraged interaction and engagement.
2. Conversion of Visitors into Leads:
- Landing Pages: We designed specific landing pages for each content offering (guides, e-books, webinars) with conversion-optimized forms. The forms requested key information such as name, email, company and job title, which helped us qualify leads.
- Effective CTAs: We used eye-catching, strategically placed CTAs throughout our content to guide visitors to our landing pages.
- Content Offers: We implemented pop-ups and banners within the blog and elsewhere on the website, promoting our guides and webinars, to capture visitors’ attention and convert them into leads.
3. Lead Nurturing and Qualification:
- Email Marketing: Once leads are captured, we implement segmented and automated email marketing campaigns to nurture leads throughout the buying process. We send relevant and personalized content based on their behavior and interests.
- Lead Scoring: We used a lead scoring strategy to qualify leads based on their level of interaction with our content and their position in the buying cycle. This allowed us to identify Marketing Qualified Leads (MQLs) and prioritize them for closer follow-up.
4. Conversion of MQLs to SQLs:
- Consideration Content: We sent more targeted and in-depth content to MQLs, such as case studies, customer testimonials and demos of our services, to help them consider and evaluate our solutions.
- Personalized Follow-ups: Our sales team conducted personalized follow-ups with qualified leads (SQLs), offering free consulting and customized demonstrations of our cleaning services.
- Continuous Optimization: We constantly analyzed our campaign data to identify areas of improvement and optimize our conversion strategies.
5. Closing and retention:
- Efficient Onboarding: Once leads became customers, we implemented an efficient onboarding process to ensure a smooth and successful transition.
- Loyalty Content: We continued to send valuable content to our existing customers to maintain their interest and loyalty. This included newsletters, service updates and exclusive content.
- Feedback and Continuous Improvement: We collected regular feedback to improve our services and ensure that our customers were always satisfied.
Thanks to this well-structured and executed Inbound Marketing strategy, we were able to generate a database of more than 30,000 Marketing Qualified Leads (MQLs), of which 15,000 became Sales Qualified Leads (SQLs), demonstrating the effectiveness of our approach and the relevance of our content to our target audience.
Performance & Outbound
Our performance marketing process
At Nitti, our Performance Marketing and SEM strategy was a crucial component to the success of our campaign. We acted as subject matter experts, optimizing every aspect of our campaigns to maximize ROAS and achieve our business objectives.
1. Channel Selection and Prioritization:
- Google Ads: We optimized our Google Ads campaigns, leveraging its capabilities to effectively reach our target audience. We used a combination of Search Ads, Display Ads, and YouTube Ads to cover all stages of the marketing funnel.
- LinkedIn Ads: We focused our LinkedIn Ads campaigns on generating high-quality leads, targeting professionals from small and medium-sized enterprises (SMEs) with specific cleaning service needs. LinkedIn allowed us to precisely segment purchase managers, operations directors, and other C-level executives.
2. Advanced Google Ads Strategies and Techniques:
- Keyword Research and Selection: We conducted thorough keyword research using tools like Google Keyword Planner, SEMrush, and Ahrefs. We focused on identifying high search volume and low competition keywords, ensuring they were relevant to our service.
- Search Campaigns: We created highly segmented ads with compelling copy and clear calls to action. We tested different keyword combinations and negatives to optimize traffic quality and reduce unnecessary costs.
- Display Campaigns: We utilized the Google Display Network to increase brand visibility and awareness. We created visually appealing ads and used remarketing techniques to re-engage users who had visited our website.
- YouTube Ads: We leveraged YouTube for the consideration stage, creating videos showcasing our services in action and testimonials from satisfied clients. We targeted these ads to appear in videos related to cleaning and business management topics.
3. LinkedIn Ads Strategies:
- Advanced Targeting: We used LinkedIn’s targeting capabilities to reach our target audience precisely. We segmented by industry, company size, job title, location, and other relevant variables.
- Sponsored Content Ads: We created sponsored content offering value to our target audience, such as guides on efficient office cleaning management and case studies demonstrating the impact of our services.
- Sponsored InMail Messages: We used InMail messages to send direct and personalized communications to key professionals, increasing response rates and generating high-quality leads.
4. A/B Testing and Continuous Optimization:
- A/B Testing: We implemented a rigorous A/B testing strategy for all our ads. We tested different variations of copy, titles, images, and videos to identify what resonated best with our audience. Each test provided valuable data that we used to continuously optimize our campaigns.
- Ad Optimization: We analyzed the performance of each ad and made adjustments based on key metrics such as CTR, conversion rate, and ROAS. We adjusted budgets and bids to maximize the return on ad spend.
- Optimized Landing Pages: We created and optimized specific landing pages for each ad campaign. We ensured the pages were relevant, fast, and easy to navigate, with forms optimized for conversion.
5. Results and Learnings:
- ROAS Improvement: Thanks to our meticulous strategy and continuous optimization, we significantly improved our ROAS. We reduced our initial CAC from USD $22 to an optimized USD $8.
- Key Insights: We learned that personalization and relevance were essential for the success of our campaigns. Ads that directly addressed the needs and concerns of our target audience performed much better.
- Flexibility and Adaptation: Our flexibility to try new ideas and quickly adapt to results allowed us to keep our campaigns fresh and effective.
Our Performance Marketing and SEM strategy was not only technical and precise but also creative and innovative. By combining a data-driven approach with a deep understanding of our target audience, we created campaigns that not only delivered exceptional results but also strengthened Nitti’s presence and brand recognition in the market.
SEO
SEO Strategy: Comprehensive & Detailed
At Nitti, our SEO strategy was crafted to maximize organic traffic, improve search engine rankings, and enhance the overall online presence of our brand. As experts in SEO, we employed a multi-faceted approach that combined content optimization, technical SEO, and a SILO structure to achieve our goals. Here’s a detailed look at the strategies and techniques we used:
1. SILO Structure Implementation:
The SILO structure is a method of organizing website content to establish a clear thematic relationship between different pieces of content. This structure helps search engines understand the hierarchy and relevance of the content, improving the site’s SEO performance.
- Primary Keywords: We identified three primary keywords that were crucial to our business and had high search volume and relevance. These keywords were the foundation of our content strategy.
- Example Primary Keywords: “Professional Cleaning Services,” “Office Cleaning Solutions,” and “Eco-friendly Cleaning Products.”
- Secondary Keywords: We conducted extensive keyword research to identify 200 secondary keywords related to our primary keywords. These secondary keywords helped us create a vast content network supporting our primary topics.
- Example Secondary Keywords: “Daily Office Cleaning,” “Benefits of Eco-friendly Cleaners,” “Cleaning Services for SMEs.”
2. Content Creation and Optimization:
We created high-quality, SEO-optimized content for both primary and secondary keywords. Each piece of content was designed to provide value to the reader while adhering to SEO best practices.
- Guides and Articles: For each primary keyword, we developed comprehensive guides and in-depth articles that covered the topic extensively. These cornerstone pieces were designed to rank highly in search results and attract significant organic traffic.
- Example Guide: “The Ultimate Guide to Professional Cleaning Services for Businesses.”
- Supporting Articles: For each secondary keyword, we created individual articles that linked back to the related primary keyword articles. This interlinking reinforced the SILO structure and helped distribute link equity across the site.
- Example Article: “Top 10 Benefits of Daily Office Cleaning” linked to “The Ultimate Guide to Professional Cleaning Services for Businesses.”
- On-Page SEO: We optimized each piece of content with relevant keywords in titles, meta descriptions, headers, and body text. Additionally, we ensured the use of internal links, alt text for images, and proper URL structures.
3. Technical SEO:
Technical SEO was a crucial component of our strategy, ensuring that our website was easily crawlable and indexable by search engines.
- Google Search Console: We utilized Google Search Console to monitor our website’s performance, identify and fix indexing issues, and submit sitemaps.
- Error Resolution: Regularly checking for crawl errors, fixing broken links, and resolving mobile usability issues.
- Performance Monitoring: Analyzing search analytics to understand which keywords were driving traffic and adjusting our strategy accordingly.
- Site Speed Optimization: We improved site speed by optimizing images, leveraging browser caching, and minimizing JavaScript and CSS files. A faster site provided a better user experience and improved our search rankings.
- Mobile Optimization: Ensuring our website was fully responsive and provided a seamless experience across all devices was essential, given the increasing mobile search traffic.
- Structured Data: Implementing structured data (schema markup) helped search engines understand the context of our content and improved the appearance of our listings in SERPs with rich snippets.
4. Link Building:
Building a strong backlink profile was essential for improving our domain authority and search rankings.
- Outreach Campaigns: We conducted targeted outreach campaigns to acquire high-quality backlinks from authoritative websites in our industry.
- Example Outreach: Reaching out to business blogs, industry publications, and news sites with guest post pitches and content collaborations.
- Content Marketing: Creating shareable content, such as infographics, industry reports, and case studies, encouraged other websites to link to our resources.
- Example Content: An industry report on “Trends in Office Cleaning Services.”
5. Continuous Optimization and Monitoring:
SEO is an ongoing process, and continuous optimization was key to maintaining and improving our rankings.
- Performance Analysis: Regularly analyzing traffic, rankings, and user behavior using tools like Google Analytics and Ahrefs to identify areas for improvement.
- Example Analysis: Monitoring the performance of our primary keywords and adjusting content strategies to address any dips in rankings.
- Content Updates: Keeping our content up-to-date and relevant by regularly reviewing and refreshing older articles with new information and insights.
- Competitor Analysis: Monitoring competitor strategies and performance to identify new opportunities and stay ahead in the market.
Results:
- Keyword Rankings: Achieved first-page rankings for six primary keywords and over 30 secondary keywords, including all three primary keywords in the top positions.
- Organic Traffic: Significantly increased organic traffic to the website, driving high-quality leads and conversions.
- Revenue Growth: Contributed to a substantial increase in revenue, with a ticket average increase from USD $50 to USD $200 within the second year.
By implementing a comprehensive and well-structured SEO strategy, we successfully enhanced Nitti’s online visibility, drove targeted traffic, and achieved significant business growth.
THANKS FOR WATCHING ❤️
