Events Tech Business
How strategic insight saved an events tech company £125,000 a year on paid advertising.
TLDR: How strategic insight saved an events tech company £125,000 a year on paid advertising.
TLDR: How strategic insight saved an events tech company £125,000 a year on paid advertising.
I was part of an events tech company that was spending an enormous amount on paid advertising. Despite the high expenses, the return on investment was disappointing. This method had been used to acquire leads for years without any significant changes or improvements in their marketing strategy. Recognising the need for a shift, I thoroughly analysed their marketing approach. I remember looking at the data late one evening, feeling the weight of the dwindling budget. It was clear we needed a drastic change. Diving into the analytics, I saw opportunities we were missing. This was the moment I knew we had to pivot.
This case study demonstrates how strategic insights, creativity, and smart marketing techniques helped the company save £125,000 annually on paid advertising, setting it on a path towards sustainable growth.
Our events tech company was in a tough spot. The market was crowded and despite having a great product and team, our heavy reliance on expensive paid advertising was quickly depleting our budget. We weren't gaining the market share or generating the return on investment we needed.
The challenge was daunting. Our paid campaigns were bleeding money without a corresponding lift in market share. Skepticism within the team was high; many were attached to the strategies we’d always used. Convincing the team to shift towards an organic marketing strategy required not just data, but a leap of faith. We needed a smarter, more sustainable marketing strategy to save us from financial trouble.
Objective:
My task was straightforward: cut down advertising costs significantly and shift the company from depending heavily on paid ads to a solid organic marketing approach. This strategy aimed to increase their traffic share, establish their industry leadership, and build a brand that could draw and engage customers through SEO and organic marketing efforts.
To foster organic growth, I took a strategic approach. First, I delved deep into our SEO strategy, honing in on keywords that were highly relevant but had low competition. We then crafted each content piece to resonate with our target customer. Next, we transformed our landing pages into narratives that would capture a visitor's interest and guide them through to conversion.
SEO takes time and effort but the pay-off is huge. Within three months, our hard work started showing results with a noticeable increase in organic website traffic. By six months, the data was clear - we'd made a huge win. We cut our ad spend by £125,000 annually, a direct boost to our bottom line. Even better, our web traffic increased by 40%, mainly driven by organic search. Our conversion rates on key landing pages went from a humble 2% to a solid 4%, doubling our lead generation without extra ad spend. The company's shift from paid ads to organic growth was a success.
The strategy's success wasn't solely about numbers; it was about a change in approach. By understanding our customers' entire journey and preferences, we created a brand that resonated with them, leading to sustainable growth. This proved that with data-driven insights and creative storytelling, even established marketing strategies can be successfully transformed.
In hindsight, we should've started content marketing sooner. Yes, there was pushback against leaving paid ads, but the numbers now prove a quicker shift could've sped up our success. Our marketing revamp taught us vital lessons. It underlined the value of growing organically, showed us the impact of understanding customer behaviour, and stressed the importance of using good user experience and landing page optimisation to increase conversions.
SEO takes time and effort but the pay-off is huge. Within three months, our hard work started showing results with a noticeable increase in organic website traffic. By six months, the data was clear - we'd made a huge win. We cut our ad spend by £125,000 annually, a direct boost to our bottom line. Even better, our web traffic increased by 40%, mainly driven by organic search. Our conversion rates on key landing pages went from a humble 2% to a solid 4%, doubling our lead generation without extra ad spend. The company's shift from paid ads to organic growth was a success.