Why Your Digital Marketing Strategy Isn't Working -
And How To Fix It
“For this to happen, teams need to work as a consolidated, integrated whole and not in separate silos, collaborating closely on a unified strategic business vision and following up with granular validation to make better decisions about scaling.”
“Here are the very fundamental insights you should seek from customer data: How did they find us? What were they searching for, and what key terms did we use in our landing pages, social posts, ads, blogs, articles, webinars, podcasts and papers to get in front of them? What are our long-tail and short-tail keyword bundles and how can they be incorporated into customized content, only to be reevaluated next month?”
Managed Detection & Response (MDR) provider Pondurance sought to maximize its Lead Gen initiatives for its Digital Forensics & Incident Response (DFIR) service, a project-based solution which has an 80% conversion rate to its retainer-based MDR services.
W2 Communications worked with Pondurance executives to determine its highest customer lifetime value (CLV) targets to be 1) attorneys 2) insurance brokers 3) insurance carries and finally 4) end-users e.g., CISOs / IT decision makers.
Careful examination of each target market’s pain points informed every aspect of the integrated campaign, beginning with the thought leadership content approach, landing page design, digital ad visuals and copy and segmentation.
Our content team crafted a new DFIR White Paper, “Digital Forensics & Cyber Insurance” and leveraged that asset for media coverage. In parallel, our digital marketing team deployed highly focused campaigns with creative assets and pain point-specific ad copy targeting each audience based on job title, affinities and geographic region.
By leveraging carefully targeted and highly customized LinkedIn lead form ads with multivariate testing and continual optimization we were able to significantly improve CTRs and form conversions, ultimately resulting in reduced CPLs.
Pondurance saw immediate brand lift and increased website traffic due to targeted media placements and is generating high-value leads at CPLs ranging from $70 to $110.
W2 Communications is a Certified Google Partner:
Our digital marketing team holds certifications in: