It’s time to make marketing efforts more effective
The marketing of Zaprawieni was largely based on activities in the MOFU (middle of the marketing funnel). As part of this phase, the client provided training, shared knowledge on the YouTube channel and conducted one-on-one consultations. Where did the problem lie? The client, after going through a set of our trainings, rightly saw the need to take care of the identification, marketing and process approach. He understood perfectly well the need for change and knew where the marketing funnel needed to be completed, full analytics put in place, and finally increase conversions. We got to work.
Therefore, we tackled the following tasks:
1
Website visibility package
To begin with, we made a visibility package for the law firm’s domain. With it, we obtained data on traffic from Google’s organic results, the positions that the client’s domain occupies for the phrases it is interested in, and the positions of competitors for those phrases with which our client will compete. With such data at hand, there is no need to guess what to do in order to easily optimize our own activities and budget for content marketing tasks.
2
Linkbuilding
Linkbuilding activities were another effort to build greater brand awareness in the eyes of potential customers and search engine algorithms. Thanks to them, we acquired links from valuable websites directing to the Mortar domain. These activities can have many advantages, such as an increase in organic traffic, an increase in the position of sub-pages in search results, or an increase in the authority of the entire site.
3
Running paid campaigns on Google, YouTube, Facebook and LinkedIn
We planned and handled paid campaigns that supported other marketing activities. We run and continuously optimize ads in Google’s search engine and ad network, Facebook, LinkedIna. They fit the chosen marketing strategy and are matched to the message and stages of the marketing funnel, so they are displayed to the right audience at the right time with the right message for them. These are never spot-on “firing” campaigns, but are always a planned part of a marketing strategy based on the company’s strategy and target audience.
Google Ads activities
Month
November 2023 – start of Google Ads promotion
Expenses
2 370 zł
Leads
25
Cost per lead
94,80 zł
Interpretation
In November, we launched activities that were based on search network campaigns, display campaigns and video, among others. We divided the search network campaigns into main services, i.e.:
- tax consulting
- legal service
- tax optimization
Display campaigns focused on the promotion of the webinar, the “Optimizer” course and the promotion of the legal service. In the video campaign in the first month, we focused on the promotion of highlights from current content on YT in the form of Shorts on Youtube.
Month
December 2023
Expenses
4 280 zł
Leads
73
Cost per lead
58,63 zł
Interpretation
In December, we added several new campaigns including display campaigns promoting the tax consulting service and tax optimization. We also launched 4 search network campaigns promoting the blog articles “Forms of taxation on business” and “Advantages and disadvantages of limited liability company”.
We launched more video campaigns to increase the reach of the episodes in the form of In-Feed advertising, which allows users to be encouraged to watch the video as a native format on YouTube. The second video campaign we were able to execute in December was the “How not to pay your health premium” video campaign.
All of the campaigns implemented in November and December were designed to: first: attract people who search for services on the search engine (BOFU), Second: attract attention and increase exposure in the form of display ads to people who are looking for specific services or are interested in topics related to Zaprawieni’s services. Third: to build greater reach and brand recognition on the YouTube platform.
Month
January 2024
Expenses
4 550 zł
Leads
146
Cost per lead
31,16 zł
Interpretation
In January, we added two more campaigns to promote lead magnet, specifically webinar recording. We used search network campaigns and display campaigns for this.
In January, we mainly focused on optimizing previously executed campaigns, which consisted of:
- keyword optimization (exclusions, modifications, adding keywords, splitting into groups, etc.),
- extension optimizations,
- exclusion of destinations,
- rate adjustment,
- a move to optimize rates for CPAs.
Month
February 2024
Expenses
5 250 zł
Leads
168
Cost per lead
31,25 zł
Interpretation
In February, we optimized advertising texts to increase the qualification of leads collected. We opted for stronger communication of the entry threshold and the fact that the cooperation starts with a paid implementation plan so that the client is aware that this is not a typical cooperation, but a more professional approach to give the greatest value to the client.
In addition to optimizing the campaign, the texts on the website were edited.
4
Coordinating the project
At all times, a dedicated Project Manager on our side coordinates all processes, communication and operation between the client, the AdWise project team, and external companies.
What are the effects of cooperation?
We asked the customer himself 🙂
Plan your marketing
Looking for an idea for your company’s marketing campaign? Do you want to acquire quality B2B leads? During a brief, free consultation, we’ll talk about your existing marketing efforts and discuss solutions that can bring results to your business. If you come to the conclusion that they make sense, we will help you implement them.
