Paid Ad Strategy for Kennected.io

Kennected.io, a leading player in the digital marketing space, sought to enhance its lead generation efforts by leveraging paid advertising on Facebook, Google, and LinkedIn. Chelsea took charge of the campaign with the primary goal of optimizing the sales funnel for increased conversions.

Pre-Work included keyword research, understanding Kennected's product and customer base, and alignment with the sales and revenue team for collaboration.

Chelsea began by conducting in-depth research to identify and target specific demographics most likely to engage with Kennected.io. This involved understanding the characteristics and preferences of their ICP and a thorough audit of existing campaigns.

Ad creatives were meticulously crafted to resonate with the target audience on each platform. Chelsea ensured that visuals and ad copy were compelling and aligned with the unique strengths of each platform. These included audience specific videos, still images, and customer use cases.

To gather valuable data and insights, Chelsea strategically implemented pixel tracking across all ad platforms and Kennected's website. This allowed for the monitoring of user behavior, enabling better understanding and retargeting of engaged users.

Leveraging pixel data and list building, Chelsea created highly effective lookalike audiences. By identifying patterns in user behavior and characteristics of existing high-value customers, this approach expanded the reach to similar, potential leads.

Continuous A/B testing was conducted to refine and optimize ad performance. Chelsea experimented with various ad elements, including headlines, visuals, and calls-to-action, to determine the most effective combinations.

Recognizing the professional nature of Kennected.io's target audience, Chelsea strategically invested in LinkedIn advertising to tap into the platform's business-centric user base.

The lead journey was streamlined by using Hubspot to integrate with Kennected's website and paid platforms. Chelsea re-evaluated the entire funnel, ensuring a smooth transition from ad click to lead capture and, ultimately, conversion. This included:

Leveraging HubSpot's ad management tools for precise audience targeting based on demographics, behavior, and interests.

Utilizing HubSpot's landing page builder to create visually appealing and conversion-focused pages.

Implementing HubSpot's lead capture forms strategically on landing pages.

Creating workflows and sequences that were based off of triggers from the paid ad sequence.

Tailoring messaging to align with the specific needs and interests of leads at different funnel stages.

Triggering personalized emails, content, and follow-ups based on user interactions and behaviors.

Implement HubSpot's lead scoring system to prioritize and identify high-value leads.

Conducting A/B testing on various elements of the funnel, including ads, landing pages, and emails.

Ensuring seamless communication between marketing and sales teams through HubSpot's CRM integration

Extending the funnel to include post-conversion nurturing using HubSpot workflows.

Lead Generation Surge: The strategic combination of targeted demographics, pixel tracking, and lookalike audiences resulted in a significant increase in lead generation across all platforms. An increase in Facebook leads by 60% and Google leads by 35%.

Cost Efficiency: By constantly monitoring and optimizing campaigns, Chelsea achieved a notable reduction in the cost per lead, making the overall advertising strategy more cost-effective. Avg. CPL was maintained at $27 with a reduction in cost by $32/lead.

Improved Conversion Rates: The optimized funnel and A/B testing contributed to improved conversion rates, translating more leads into valuable customers for Kennected.io.

LinkedIn Impact: The inclusion of LinkedIn advertising led to increased engagement with a highly professional audience, expanding Kennected.io's reach within the business community.