A technology company focused on selling to micro & small businesses (SMBs) was trying to increase adoption of a new product, which could convert Facebook pages into full-fledged business websites.
The brand had worked with two of the largest and reputed ad-agencies but was not make the business model work, primarily due to the low number of conversions & very high cost/sign-ups.
Needed a digital marketing company which could draw consumer insights, translate those into the ad-creatives, landing pages and targeting parameters and use analytics to create a viable business model around the new product.
A performance based marketing plan involving a combination of marketing an analytics was proposed. The sign-up cost was brought down from $3 to $2 by the 15th day. Spends could be scaled up to 3x per month, without adversely affecting the cost/sign-up.
The brand is a startup that enables small and medium sized businesses bring their business online in a meaningful and beneficial way. The product is actually a solution which comprises of (a) Boost business website, (b) Boost website management app and web portal, (c) automatic search engine optimization (SEO) of the website. Which means, the business simply updates the website and the brand’s technology ensures the website becomes discoverable.
3 deep dives to understand the business, insights so far and frame hypothesis
Deep dive with the brand team to understand the business: Who is the customer? What is our proposition? Why would they buy? Alternatives (competition) for the consumer?
Deep dive into the data and insights so far. What worked, what did not and why?
Deep dive to create our own hypothesis: Who is the right audience? What is the proposition to each of the segments? How best to present the same?
Understand TG, do relevant creatives which uses their language, seamless experience from ads to landing page to product.
$12/sign up pre-campaign very high: Understanding the drivers helped understand remedies
Different creatives for different target groups.
Brought cost/sign-up down to $3 on Day 1 and to $2 by Day 15
Daily ad-portfolio review and budget re-allocation helped
Showed ability to ramp spends to 3x, thereby achieving the stated objectives