Talus | Case Study - Xander Marketing

Building Brand Awareness for Marketplace Success

Talus launched as a platform connecting MedComms agencies with experienced freelancers. Introducing a dynamic marketplace approach in a conservative, relationship-driven sector, it faced the classic challenge of building trust and awareness on both sides of its marketplace. The MedComms industry is tightly networked, where reputation and word-of-mouth carry significant weight. Agencies need confidence in freelancer quality for compliance-critical healthcare content, while freelancers require assurance of reliable work opportunities. Starting with a website that didn't reflect its professional platform capabilities, Talus needed strategic planning, brand development, and a marketing approach that would establish credibility across both audiences simultaneously.

Strategic Foundation

Before any tactical work began, we developed a detailed strategic framework designed for two-sided marketplace challenges.

Strategic planning included:

Dual-audience analysis with detailed buyer personas for both freelancers and agencies
Market research, including keyword analysis, competitor assessment, and channel evaluation
ICE scoring methodology (Impact, Confidence, Ease) applied to multiple potential marketing initiatives
Detailed customer journey mapping for both freelancer and agency acquisition, onboarding, and retention
Channel strategy covering PPC, LinkedIn advertising, email marketing, content marketing, and organic social
Budget allocation framework with minimum and maximum spend recommendations across channels
Success metrics and KPI framework tailored to marketplace dynamics

The framework provided clear prioritisation of activities and resource allocation, ensuring focused execution rather than scattered efforts across multiple channels.

Brand Foundation and Platform Development

With the strategy established, Talus required a complete brand transformation to support market credibility.

Brand development included:

Branding overhaul with new logo and visual identity created
Tailored messaging and positioning framework for each side of the marketplace
Website redesign and development to reflect platform capabilities and build user confidence
Content architecture supporting both freelancer and agency user journeys

The refreshed brand and professional platform provided the credible foundation necessary for building awareness across the MedComms community.

Targeted Execution: Building Market Presence

From September 2023, we implemented focused marketing activities based on the strategic framework.

Execution included:

Strategic email outreach campaigns and quarterly newsletters maintaining engagement with both communities
Organic social media strategy building brand visibility and thought leadership positioning
Targeted PPC and LinkedIn advertising campaigns designed to increase brand recognition and freelancer acquisition
Event marketing support, including lead capture, stand design, and industry presence
Website optimisation and development supporting user experience and conversion

Xander Marketing Responsibilities

✓ Comprehensive strategic planning and marketplace analysis
✓ Brand development and professional positioning
✓ Website design, development and ongoing optimisation
✓ Marketing technology stack setup and management
✓ PPC campaign management across Google and LinkedIn platforms
✓ Email marketing campaigns and newsletter management
✓ Organic social media management and community engagement
✓ Event marketing support and lead capture initiatives
✓ Target audience identification and list building
✓ Coordinated dual-audience campaign development and execution
✓ Analytics setup and performance tracking
✓ Ongoing strategic guidance and tactical refinement

Strategic Approach Delivers Market Impact

The strategic foundation enabled focused execution that successfully established Talus as a recognised name in the MedComms sector.

Key achievements:

300 verified freelancers recruited (100% of the 12-month target achieved in 10 months)
836% growth in job creation
Strong brand recognition: ‘We see Talus EVERYWHERE’ – consistent market feedback
Month-on-month growth sustained since launch
Enhanced founder-led business development through improved brand awareness, supporting direct outreach

Free Consultation

Find out more and get started with a free 30 minute consultation.