Campaign Strategy
All successful campaigns start with research and audit. Through two workshops, we asked all questions we needed answers to, in order to create a well-planned campaign strategy. We mapped out three buyer persona this campaign would target. We created an entire campaign strategy, designed for Upheads specific needs. During the start-up phase, we also set the timeplan for the campaign, as well as setting all parts of the campaign. The campaign would focus on IT security and attract and nurture leads closer to a purchase decision.
Campaign Structure
When the campaign and all parts of it was planned, it was time to produce the campaign. The first thing to do was create the structure of the campaign. The structure consisted of landing pages, emails, configuration of marketing automation and technical setup.
Two set of landing pages and thank you pages was created, in the Marketing Automation system SharpSpring. We connected the landing pages to a sophisticated marketing automation system to capture as much information as possible about the each visitor and lead. We set the landing pages so we could have analyze important statistics such as visitors, time on site, bounce rate and other.
We also created an automated email workflow, to drive the leads down the funnel, and to increase their inclination to convert to a customer. We created six emails in total, and the nurture flow was set up with reminders and time delays, designed with the personas’ behavior in mind.
Premium content
After setting up all emails and landing pages, it was time to fill the campaign with premium content. The most important part of all inbound campaign is content the persona find interesting, valuable and engaging. As part of the campaign strategy, we build the entire campaign around one piece of Big Rock content – an eBook on how companies should secure their IT. The eBook was made available for download on the two landing pages.
The email flow was also filled with content of value on the same topic as the e-book. This included, among other things, two customer cases.
To further help the leads down the buyer’s journey, Brightvision created three videos examining the different packages Upheads provide for IT security; Secure Net, Secure Server and Secure Employee. First we created a script, based on the persona's challanges and goals, after that we started producing. We did this with both filmed clips, bought clips and screen recordings and pieced them together to make three educating and engaging videos.
Paid promotion
We launched paid campaigns on Facebook and LinkedIn. The ads contained a call-to-action that prompted viewers to download the eBook. The ads were segmented based on buyer persona. We used both sponsored and organic posts.
We worked continuously throughout the campaign to analyze and optimize the performance of the ads. This work is essential to improve the performance of the ads, maximize ad spend and increase ROI.
