Client: Merit Tarkvara / 2023
Automated Lead Generation for Merit Software
The Task: Our team was tasked with assisting Merit Software, a prominent accounting software provider, in automating their marketing efforts and enhancing lead generation.
The Challenge: Despite being a prominent name in the accounting software industry, Merit Software aimed to establish a stronger foothold among a new and burgeoning audience of small business owners.
The Solution: Our strategy involved developing an automated sales funnel tailored to the desired audience. We introduced an enticing free lead magnet to captivate the target group’s interest, subsequently guiding them through a customer journey. Our comprehensive approach included crafting a compelling landing page, designing the lead magnet, creating engaging email content, producing an informative video animation, conceptualizing ad creatives, and formulating a strategic paid media plan.
The Results: The impact of our partnership was swiftly apparent. We continuously gather 200+ contacts per month from the target demographic, achieving a noteworthy 16% conversion rate from lead to free trial client. The project remains ongoing, continuously expanding Merit Software’s email database and effectively nurturing leads into devoted, paying customers.
Team:
- Creative Project Manager: Jenny Tupits
- Copywriter: Rait Milistver
- Creative / AD: Juhan Saat
- Media Strategist / Planner: Katrin Vilimaa-Otsing
Services:
Creative Strategy, Media Strategy, Marketing Analytics Setup, Landing Page Design, Email Marketing, Design, Animation, Copywriting, Project Management, Media Planning, Facebook Ads, Google Ads.
Ad Creatives
Ads at the top of the funnel are all about showing the lead magnet’s value, brand comes second.
To make the ad stand out on Facebook, we incorporated red frames and used simple, direct language that resonated with small business owners.
The mobile-first design, featuring bold headlines and buttons, ensured optimal performance on mobile devices.
As the project evolved, we introduced more ad variations to A/B test different value propositions.
Funnel Strategy
At the start, we created a plan to guide potential leads step by step into becoming paying customers.
Lead Magnet Creation
We created an enticing lead magnet to easily collect email addresses from potential leads.
Landing Pages
We designed attractive landing pages that allow people to access the lead magnet and eventually join as paying customers.
Email Marketing
We used targeted emails to nurture leads, build trust, and eventually convert them to customers.
Ad Creatives
Ad creatives effectively promoted the lead magnet by tailoring their message to resonate with the intended target audience.
Paid Media
The media strategist devised a media plan that included Meta, Google, and local digital channels, all aimed at reaching entrepreneurs.
Ongoing Optimization
Once the sales funnel was active, we began monthly optimization. This included improving targeting, design, copy, adding new videos, and testing channels for better results.
