Several underlying factors contributed to the success of this initiative:
Focus on high intent through Search.
Through a detailed keyword and audience analysis, Level discovered that the majority of IT decision makers came to Sherpa through Paid Search ads. To address this audience, Level expanded Google, Bing, and Yahoo! keyword lists to focus on long-tail queries and implemented an iterative A/B testing strategy that would improve ad response rates.
Reach legal stakeholders and C-level decision makers through content and Social.
Considering industry trends and learnings gleaned from other clients, Level recommended using a content marketing approach to generate inquiries about Sherpa’s products at earlier stages in the funnel. We introduced LinkedIn sponsored content to target secondary C-Level and legal audiences that are typically involved in the decision-making process, serving them ads for white papers that address significant issues in the current data world. Gating the content on the landing pages facilitated web lead generation, pushing the mid-funnel leads into a nurturing campaign.
Optimize landing pages to convert visitors to prospects.
Level quickly developed a flexible set of landing page templates that allowed Sherpa to send paid traffic only to pages that were designed to efficiently convert expensive clicks into leads. This focus on direct-response advertising best practices, along with the development of an aggressive Landing Page Optimization (LPO) program more than doubled landing page conversion rates.