IT-service: How AI-based approach changes the game
It's not uncommon for IT services to face challenges in creating impactful messages and designing creative, spot-on visuals. Even if a company has a strong content team, generating outstanding creative and concise messages is a different skill set. Let me share how we transformed our visuals and messages using AI and the significant impact it had on lead generation.
Channels / Tools
ChatGPT
Midjourney AI
Goal
Lead Generation
Challenge
Low CTR causes a high Cost per Lead
We started a Lead-generation campaign for IT service for the logistics industry from two A/B-tests:
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The first test aimed to identify the most effective format.
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The second test was conducted to determine the optimal target audience.
Upon analyzing the results, we identified a primary audience and chose to concentrate on the Lead Form with a single image. Unfortunately, the Click-Through Rate (CTR) across all campaigns was disappointingly low, hovering around 0.3 in the best-case scenario. Our visuals shared striking similarities, and the one that deviated slightly from the others emerged as the clear winner. Very few users opened the form, resulting in a high cost per lead. Our main challenges revolved around crafting impactful messages and visuals.
Actions to cope with the challenge:
01
First and crucial action was the revision of values conveyed with our offer. In this case, we were promoting the download of a valuable white paper containing unique insights. Our primary objective was to repackage those insights into compelling messages.
02
The second logical step in crafting new messages was researching the pains of the target audience. We needed to align the values of the white paper with the specific challenges of our audience.
03
Crafting a compelling story is the core of successful messages. To boost CTR, we needed to develop truly engaging narratives that directly addressed the pains and challenges of our audience.
How did we change the game?
01
That is where AI came in handy in every step of this approach.
To revisit values and create new insights, I used ChatGPT to extract unique values from the overly complicated white paper.
02
I used ChatGPT once again to generate new, fresh insights by researching real cases of logistics companies and uncovering their pains and challenges.
03
The most important part is storytelling, which is the most challenging aspect of the process. I extracted real stories from the industry and recreated messages based on them. Then, I trained the ChatGPT algorithm to generate storytelling messages.
04
Visual creation with AI.
To differentiate and make the visuals more clickbait, we decided to emphasize different elements on banners, such as figures, humans, or various equipment.
Result
CTR increased from 0.3 to 0.8, and Cost Per Lead reduced by 72%
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
