Our client, operating a SaaS tools marketplace connecting companies to freelancers globally, faced challenges in attracting paid signups due to a lack of a cohesive marketing strategy, ad assets, landing pages, lead magnets, ad account setup, and tracking. Based in the UK but active worldwide, the platform offered monthly memberships and deducted commissions per project. The client's goal was to draw attention to their services by directing the target audience to a landing page where potential customers could either book a call or download a PDF, ultimately aiming for conversions. The primary objectives were to boost the number of subscribers and retain them, as the client struggled with poor subscription and retention rates, and high bounce rates. They aimed to generate revenue and improve ROI within three months and maintain sustainable success.
The challenge of project
The low subscription rate was a result of the platform’s poor user experience (UX/UI) and the absence of an effective marketing plan. The following were the primary obstacles:
Poor UX/UI
Lack of strategy
Lack of social media and ad accounts
Rider tracking needs reliable GPS technology.
No ads
There was no previous marketing data
Lack of tracking setup
No customer personas
Approaches
Our Approach
To create leads, we desired to attract potential clients through advertising campaigns. We created landing pages with lead magnets in order to capture these leads.
We investigated and determined the characteristics of the target demographic, created a buyer persona, produced a comprehensive marketing strategy, and researched the advertising assets of the competition.
Steps of Implementation
We started by generating the assets that were required for the development of a complete sales funnel. These assets included the following:
• Initially, we launched LinkedIn ad campaigns
• We designed landing pages
• We also designed lead magnets for our landing pages
• We created ad assets (Video Banners)
• Our ads would attract the target audience
• The target audience would be redirected to the landing page
• There, they would provide their contact information
• We would provide them with lead magnets
• Subsequently, we launched email marketing campaigns
Testing
After the assets were developed, we began the ads campaigns by initiating the traffic and awareness ads. The objectives at this stage were the following:
• To commence our ad campaign, we evaluated our target audience
• we used various social media platforms
• We tested our content to see which triggers more engagement
• We focused more on content which attracted more customers
The Implementation Process
After the testing phase, our efforts were focused on implementing a sales funnel. The steps that we followed were:
Awareness
At the first stage, we used paid traffic advertisements to attract potential customers to the landing page we designed.
Interest
Secondly, we used re-targeting ads to maintain their interest.
Intent
Once the interest phase is over, we ask the customer for their email address and contact information. Using these, we provide our very own designed lead magnets and can now contact them using their provided emails.
Purchase
After receiving their email IDs, we use email campaigns to regularly keep customers updated and turn leads into paying customers
Loyalty/Retention;
We retained our customers with our email campaigns in newsletter formats, webinars, and good customer support.
