web.com: marketing mistakes
Marketing Mistakes
SEM (search engine marketing) is a complex and sometimes difficult marketing tool to explain to SMBs (small and medium sized businesses). Therefore, we had to develop a campaign to launch our new product “Lead Stream”, a SEM tool that helps generate and manage incoming leads. We listened to our audience and discovered they understood the concept through past marketing products, they just needed to see how things had changed.
Role: Strategy, Creative Direction, Copywriting, Art Direction
A quick and simple testing process with our audience was crucial to the success of the “Marketing Mistakes” campaign.
Problem: The original cut of the spot and language of the landing page was driven by product marketing with an emphasis to showcase the actual product. However, marketing language led to lots of confusion about what the product actually did and the one key benefit it provided.
Solution: When we explained what the marketing messaging was intending to say, the majority of responses were, that this product will get “the right” customers calling you. We quickly pivoted and modified the middle section to streamline the message with key benefits.
Initial version
Revised version
Testing the landing page messaging.
Problem: While we wanted to make sure that our audience understood we were working to maximize their SEM on google search, there was confusion around what the product did and who the audience was.
Solution: We developed a more linear narrative and simplified the process of what the product did and its benefits into 3 simple steps. The reaction was a tremendous amount of clarity of how the product would benefit any type of business.
Additionally, we validated that testimonials were key to our prospects contacting us for a demo. We worked quickly with our current customers to provide testimonials for the landing page.
Finished version of the second spot, Youtube bumper and radio edit.
We developed a supporting digital campaign with Instagram ads, various formats for Facebook and Gmail ads.
Additionally, we prototyped an Alexa readout of the Lead Stream dashboard.
With a low budget and lots of competition we were able to move from concept, testing, validation and final assets very quickly.
RESULTS
2.2MM reach in target markets
6.4k demos completed with 500+ contracts signed