Storytelling for lead generation and customer acquisition

WEB.COM is a US and UK based business, specialising in affordable website builds and digital marketing for SMEs.  The Company has ambitious plans and are working with Early to develop its growth acceleration strategy and campaign execution. WEB.COM asked our help to replace their existing lead generation activity which was proving costly and of a lower quality than expected.

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Problem

The space for web design is highly competitive, with little to distinguish one supplier from another. As such, media bidding for search terms is high and we needed a strategy that would both create a point of difference and convert at an affordable cost per lead (CPL).

Solution

We realised early on, that WEB.COM enjoys exceptional customer reviews.  We wanted to tap into the so far untold customer stories via a set of engaging video testimonials.  We developed an execution plan to deploy these videos through paid media, paid search, email marketing and social media campaigns, managed by our media buying and campaign teams.  Campaigns have been highly targeted around three customer profiles and their problems, with ongoing data analysis and optimisation.

Outputs

  • Within one week we had booked our video crew, agreed locations, scripted and secured customers to interview in their working environments.  A two-day shoot, 48 hour edit and a day of post-production later and the videos were completed in record time, to the clients’ delight.
  • Our media team launched the paid media campaign, supported by email and social campaigns all directing prospects to targeted landing pages.
  • All campaign assets receiving daily optimisation to increase conversion and reduce cost per lead.

Outcomes

  • Substantial lead volume directed to the variouslanding pages.
  • Overall increase in traffic (+30%) to main WEB.COM homepage.
  • Target CPL expectations exceeded within weeks of campaign going live.
  • Enhanced brand awareness, search ranking and market positioning within a highly competitive space.