BACKGROUND
With traffic being healthy, and no changes made to acquisition strategy, there was no clear explanation why new customer acquisition numbers were declining at a rapid rate for an organization who will remain anonymous for competitive reasons. The primary concern was that its primary rival was starting to get aggressive.
+183%
-64%
+501%
+119%
CAMPAIGN GOALS
Mine insights to figure out why acquisition numbers had been dwindling month-over-month (MoM) and more alarmingly year-over-year (YoY). Need to verify if current acquisition strategy is now obsolete. There was a need to quantify the effect of new competitors in the market space and also how they are position themselves differently.
Without any changes in strategy and tactics there were two areas of possible weakness. 1) With competition becoming more aggressive, we need to do a complete competitive analysis to see where client was coming up short. 2) The current marketing strategy may suddenly have become obsolete overnight. Need to quantify and identify the sudden holes in strategy.
SOLUTIONS
Do an audit of current acquisition strategy.
Compare current program with what competitors are doing.
Do a full competitive analysis audit.
Prepare insights and hypotheses'. Prepare a testing plan to validate/invalidate assumptions. Optimize as needed.
Take a look if consumer behaviours have changed.
CUT THE FAT. FOCUS ON CUSTOMERS THAT ARE PERFECT FOR THE PRODUCT. DRIVE DEEP E2E MARKETING FUNNEL THAT PERSONALIZES EXPERIENCES FOR THE CUSTOMER.
In today's world laser focus targeting of your key customers and personalizing their experience is key. Focusing on key value propositions and being concise in offering will help build a more highly qualified marketing funnel. Through building brand awareness, building content that matters and engaging users, driving high volume of qualified traffic, segmenting traffic into different audiences, customizing the retargeting experience, building advocates in the major social channels through product delight and most of all driving digital thought leadership through high value content and masterful storytelling, has enabled us to WIN big.
CAMPAIGN TACTICS
- Completely dominate Search Rankings (people searching for more information about the cause is the most engaged and activated) and own as close to 100% impression share on high-value keywords
- Introduce best-in-class SEO that drove higher traffic and more relevant audience to the new site along with a much bigger remarketing strategy.
- Use the power of story in the creative and in the use of videos (which was a key engagement driver). Social Media is a great platform for video consumption.
- Education was key in driving consumer confidence and advocacy. Deep content gave our target audience the right information, helped them to figure out for themselves the solutions that they need instead of being told and instilled confidence in the product and our value proposition.
- Open up massive awareness through social channels (paid & organic).
- Lowered the people signing-up but intentional to generate more quality leads. The quality escalated that it resulted in +184% conversions YoY.
- Focused and custom creative. Targeting was sophisticated but only by letting the user know with quality messaging what the product is all about did we get rid of “tire kickers”.
- Aligned Search with Native Advertising to create audiences via content and customized the messaging when the same users visit social channels such as Facebook, Instagram, LinkedIn, YouTube etc.
SOLUTIONS
- Create custom landing pages per audience.
- Gleane lessons from conversion metrics to build a new site that better merchandised products and dramatically improved the way the customers funneled themselves into the right products and experiences.
- Test new platforms such as Snapchat, TikTok Whatsapp, Messenger etc. to ensure that we were able to reach out to core millennial audience and also to learn more about the next generation of consumers.
- Work with the budgets to ensure it was focused on the right channels, targeting the right audience with the right message.
- Create engaging creative to ensure that the attention of the audience is captured directly.Develop a massive re-targeting list by combining the high traffic garnered from Paid Search, Display and Social Advertising. Ensure that audience segments were created and custom messaging and custom landing pages were deployed for maximum effectiveness.
INTELLIGENT MARKETING RESULTS
300% increase in Coversions YoY. Overall Traffic to Funnel CVR increase of 183%. Decreased CPC by -27%. Decreased bounce rates by -64%. Increased traffic to conversion funnel by 119% (more qualified leads). We used conversion optimization tactics with a laser focused approach using the Art and Science of Intelligent Marketing.