Team Osric was given the responsibility to accelerate the lead acquisition flow of an HR-tech firm through paid media. So far they have been focusing majorly on the cannabis industry. We were asked to get incremental leads beyond the traditional cannabis industry.
The challenge was to strengthen the lead flow while maintaining the quality.
The focus companies were US-based small and mid-sized businesses with strong requirements for payroll solutions.In order to better understand the audience, our team looked into various data sources and historical performance. On the basis of the insights, we devised a full-funnel strategy. We aimed to balance both qualitative and quantitative perspectives throughout this process.
We brought integrated solutions to the table, considering both the top and bottom of the funnel. With the technical and creative expertise to fuel digital advertising, quality leads were driven through bottom-funnel audience targeting, consistent conversion rate optimization, and more. Following the completion of each stage, the team always looks to the next opportunity to elevate and further improve the results.
1) The Market:
We determined the right signals about the target audience on the basis of different data sources and historical campaigns. Ensured marketing decisions are influenced by analytics.
2) The Plan:
We deployed micro-experiments across multiple channels, messaging, and acquisition journeys to determine the best solution for goal fulfillment.
3. The Execution:
We deployed rapid experimentation across Google Ads to establish a quality lead generation pipeline.
4: Consistent Optimization:
Implemented various CRO design and copy changes to educate the target audience and increase the overall conversion rate.
In terms of paid revenue, the client saw a really impressive change as Osric Digital continues to be a strong digital partner in the overall growth.
In 6 months, we were able to achieve the following results:
- 300% increase in qualified leads (from 25 to 101);
- 60% decrease in cost/conv (from $157 to $64);
- 62% decrease in avg. CPC (from $3.21 to $1.20);
- 22 closed deals from paid advertisingIf you’d like to find out how our services can benefit your business, schedule an appointment to discuss about your project.