Strategic Campaign Planning For SEO Results & Sales Leads

In 2020, PaperKite relaunched a series of design strategy services, one of which was called IGNITE Design Sprints. PaperKite appointed Virtual Marketers to provide strategic campaign planning including customer targeting, audience size, budget forecasting, channel and messaging tactics.

In 2020, PaperKite relaunched a series of design strategy services, one of which was called IGNITE Design Sprints.

Their aim was to generate market awareness (impressions, website visits and organic share of market) of this particular service in an effort to drive adoption and share their expertise. One constraint was that local competitors were already promoting productised design sprint solutions, as well as facing dominant visibility from offshore providers especially from the US.

Approach

We provided strategic campaign planning including customer targeting, audience size, budget forecasting, channel and messaging tactics. This set the direction of the campaign and, in collaboration with PaperKite, created a shared vision of what success looked like for the promotion of this new service. This exceeded the client’s expectations, as it also laid the groundwork for other campaigns to be launched using the same robust framework and planning structure that they didn’t have in place before.

Solution

We developed a campaign landing page in lieu of the service being listed on the main website. We recommended third party platform Unbounce to rapidly generate a mobile responsive landing page.

Success was tracked and measured using a campaign dashboard which pulled in advertising performance data from all channels, visualising key metrics aligned with the objective of growing awareness. This provided real-time campaign feedback and was also supported by a campaign performance summary.

Key Benefits & Results

  • 330K impressions across LinkedIn, Facebook, Google Display channels.
  • 2,200 views of the service landing page.
  • Lifted organic SEO ranking of ‘design sprints’ keywords (top 10 search results on Google).
  • Created organic sales enquiries without the need for incremental increases in advertising investment.

“We’ve worked with Martina and the team at Virtual Marketers for the last 12 months. They’ve provided a much needed kick start to establish clear goals and plans that have seen us substantially increase our profile. From fast tracking campaign launches to content strategy, Virtual Marketers provide us the specialist expertise to go way faster than we could on our own.”
Antony Dixon, Chief Executive
Marketing Teams