Leading Geospatial Analytics provider grows client base with automated marketing strategy
lower CPL in 3 months
increase in overall leads gained monthly leads gained
We already knew that LinkedIn was going to be the ideal channel for acquiring high quality leads, based on the client’s previous campaign learnings. With this in mind, the first step was to conduct a persona workshop in order to pinpoint the goals, challenges, pain points and objections of their ideal client across each sector.
Once these insights had been gleaned, we then built out LinkedIn targeting information and designed ad copy for each persona, together with a lead magnet tailored to that particular persona group – filled with unique insights, learnings and tips that were beneficial for their specific demographic. Armed with our lead magnets, ad copy and targeting, we then set up the initial campaigns, launching with several variations of ad copy across each persona. By taking a content-strategy driven approach to our marketing, we were able to hone in on exactly the right messaging to convert prospects into leads, and drive an impressive reduction in cost per lead for the client.
Ongoing content strategy work included setting up additional campaigns based on extra personas, continuing to test and tweak ad copy, and workshopping possible blog and social media strategies to support the client’s wider online activities.