LEAD GENERATION FOR GRAPHISOFT. EXCEEDED APPLICATION TARGETS BY 165%
Yuri
Marketing Analyst
Mike
PPC Expert
Mariya
Senior Project Manager
Segment the incoming leads into two target audiences
Develop a tool for an effective introduction to Archicad product
Launch advertising campaigns for the product
Generate 200 leads per month
Project Challenges
Architects are creative individuals
During the landing page creation phase, we encountered an issue with obtaining content from architects. This process took longer than expected.
Absence of Access
As the client's main office is located in Hungary, there were difficulties in choosing the event and priority of the website (due to the new Facebook rule from Apple).
Moving the website from Tilda to WordPress.
We created a landing page template for Graphisoft programmers to unpack into WordPress. However, this process did not go smoothly. Fonts and photo content were displayed incorrectly. Later, separate editing blocks were created in the CMS, allowing us to straighten out the landing page.
Expert Comment:
Sergei
Head of Traffic Department
“The migration to the WordPress platform was a production necessity for the client, which extended the project’s payback period.”
Results
531
Lead per month
+165%
Exceeded the plan for leads
6$
The average cost per click
8
We have developed the blocks for the landing page
How We Did It
1.Briefing
At the briefing, we discussed all aspects of the business and the specifics of the client's industry. We made the decision that the work would proceed in 3 stages.
1. Preparatory stage, during which we will conduct research and business analysis.
2. Development stage, where we will create a landing page on Tilda and transfer it to WordPress.
3. Generation stage, where we will set up and launch advertising campaigns.
2.Business Analysis
Business Analysis As part of the preparatory research, we conducted an analysis of the target audience, which we divided into 3 segments. We also studied one primary competitor of the client's company.
Expert Comment:
Vyacheslav
Web Designer
“Architects are a very interesting audience segment that requires a special approach. Direct rational benefits don’t work particularly well here. We used triggers related to creativity and the realization of creative potential, and it worked. In our industry, it’s important to see clients as individuals with their needs and values.”
3.Development of a text and graphic prototype
During the creation of the text and graphic prototype, the structure of the landing page was defined
• What is it?
• Main offer reflecting the landing page theme
• How the product helps the user?
• “About the product” through advantages
• How can I use this in my work?
• Key advantage?
• Awards
• Why can you trust?
• Professionals trust
• Completed projects
• Advantages/Benefits
• Feedback form
4.The design of the landing page
On the next stage, we fully developed the landing page on Tilda. We implemented 8 blocks on the landing page, which took us 1 week to develop. After testing, we received some minor revisions from the client, which were quickly incorporated into the project.
5.Segmentation
To implement segmentation at the entry point, we suggested to the client using a tool called a Pop-up.
6.Programming/Testing
During the programming stage, we prepared an archive with the landing page template and handed it over to the client for extraction on WordPress.
7.Setting up advertising accounts
After creating the landing page and transferring it to WordPress, we proceeded to set up advertising accounts on Facebook and Google. Since we designed 20 graphical creatives, we launched ads on the Display Network and Google Display Network.
Conclusions:
At the beginning of the project, our goal was to obtain 200 leads in 4 weeks. We managed to get 531 leads while staying within the budget. The marketing automation system allowed us to analyze incoming leads more accurately than Google Analytics. The situation where a person left a lead on a third-party website but was attracted through contextual or targeted advertising was recorded and taken into account.
The release of iOS 14 introduced its own rules for setting up Facebook advertising accounts. Users will be presented with a dialog requesting permission to track their data, which we are accustomed to seeing in reports (gender, age, location, etc.). Now, Facebook offers 8 events for optimizing each domain. Only the selected 8 events will be tracked (and displayed in Facebook reports).
The product is complex and specific, but the implemented project satisfied both us and the client with the results. Our work is not over yet. We have developed recommendations for future collaboration and are already working on expanding the geography for advertising campaigns.