IT-consulting: From 40% to 70% in lead quality
This is the case for a marketplace of vetted offshore engineers, speaking their words)). The fantastic and specific project that “DELIVERS MIRACULOUS DEVS TO YOUR STARTUP". A miracle that lies behind this case is a combination of smart technical solutions and super-creative visuals.
Channels / Tools
Facebook / Linkedin
Google Data Studio
Hubspot
Goal
Highly qualified leads (developers from UA, PL, BG, RO)
Challenge
Low quality of leads
We elaborated valuable insights for our audience by scrutinizing their pains. Also, we collected the audience by their experience in programming languages. So, we were confident in our messages and positioning, as well as in the targeted audience. However, when the first iteration was launched, we discovered that we had to cut off irrelevant leads.
Actions to cope with the challenge:
01
Fist we decided to form a strict list of parameters for the qualification and a dynamic dashboard to estimate our leads by parameters.
02
We implemented lead scoring. Since different parameters were influenced not equally. Some of them were required, others were flexible.
03
Then when we got the entire picture we were able to track dynamically the impact of every change in ads on the lead quality
How we change the game?
01
Our main parameter was “excellent spoken English”. So, the first thing we did, we left the ads in English only. They were more expensive, but the qualification rate was much higher which leveled the difference in price.
02
Second one was “experience’. To improve it we changed messages addressing them to the senior level, playing and mocking with visual and text components we made it clear “we need a senior positions only”.
03
Last but not least and very specific parametr was “programming language in focus”. This one could be changed depending on the current needs. We would have been very savvy and inventive in designing new banners by adding specific programming languages without drastic changes in well-performed ads.
Instead of a conclusion
However, we invented the tactic we faced the challenge of implementing.
How to keep the focus on your core message if you need to highlight: advantages (valuable insight for our targeting audience) and 2 (TWO!) different messages to cut out irrelevant leads?
The answer was on the surface: utilize all the ad space wisely!
We separate our ad space into three parts:
-
The image on the banner (or gif)
-
Texts on banner
-
The headline near the button
Then we started our “game of fifteen” to find the best combination. This approach unlocked the opportunity to convey the whole message without overloading the limited display space. Moreover, we managed to create loads of options.
Result: When we started the promo, the average qualification level was 40%. With new approach, we increased it to 70%
My Clients and colleagues Say
We've worked with Elizaveta on several projects and I can't recommend her enough.
She's dedicated and hard-working, and always tries her best to integrate into the team and common goals even as a contractor. This is an incredible advantage, because believe me: not every digital marketer will be diving as deep as Elizaveta into your product, target audience and team composition.
Basically, my advice is this: if you get a chance to work with Liza — don't miss the opportunity.
Ksenia Larina
Founder in Pomodollar
Former CMO: Lemon.io / StartSoft
