BACKGROUND
One of our clients wanted to build a best-in-class digital marketing program in North America to dominate the market. After winning North America, the task was to gather all lessons to build a bigger strategy framework to take to emerging markets. The goal was to drive deep market penetration in emerging markets while inevitably continue the trend of market domination. The mission was two-fold, WIN big in North America then translate lessons to win in upcoming emerging markets.
+217%
+466%
-27%
184%
CAMPAIGN GOALS
Lead and dominate in product and market share in North America then transfer knowledge and strategy/tactics to emerging markets such as Brazil, India, France, South Africa, Singapore, Mexico etc.
To become the World’s #1 software solution the goal must be must be tackled piece-meal.
SOLUTIONS
Completely revamp the organization's digital strategy.
Go Narrow vs. Broad. Everyone wants quick wins but in laser focus is where you get the best lessons, insights and most of all ... RESULTS.
Get back to basics. The previous digital marketing program wanted to do everything.
Less is more.
Cut the fat out and be laser focused on hitting and exceeding current KPIs.
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 engages 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
- Introduced best-in-class SEO that drove higher traffic and more relevant audience to the new site along with a much bigger remarketing strategy.
- Used 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
- Created custom landing pages per audience.
- Gleaned 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.
- Tested 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.
- Engaging creative to ensure that the attention of the audience is captured directly.Develop a massive retargeting list by combining the high traffic garnered from Paid Search, Display and Social Advertising.Ensured that audience segments were created and custom messaging and custom landing pages were deployed for maximum effectiveness.
INTELLIGENT MARKETING RESULTS
184% increase in Coversions YoY. Overall CPA decrease of -27%. Increased quality traffic by 217%. Leads though decreased by -54% but increased CVR 466% (which means less tire-kickers in the funnel and superior quality of leads). We trimmed the fat and exemplified our laser focus approach that Less is More if done right.