The space for web design is highly competitive, with little to distinguish one supplier from another. As such, media bidding for search terms is high and we needed a strategy that would both create a point of difference and convert at an affordable cost per lead (CPL).
We realised early on, that Web.com enjoys exceptional customer reviews. We wanted to tap into the so far untold customer stories via a set of engaging video testimonials. We developed an execution plan to deploy these videos through paid media, paid search, email marketing and social media campaigns, managed by our media buying and campaign teams. Campaigns have been highly targeted around three customer profiles and their problems, with ongoing data analysis and optimisation.
