We have worked with many brands at Digimar, but Kickstagram has to be one of the more fun to work on. Kickstagram is an Instagram Marketing company, focusing strictly on Follower Growth. Using a “like only” strategy, they work with companies to help them grow their following. Usually delivering about 300 new followers every month. Their main niche is eCommerce businesses.
Through mutual connections at the company, we were able to work directly with their Director of Marketing and completely revitalize their digital marketing efforts. They were working with another agency, who was putting them on the back burner and not bringing the excitement, strategy, and tactics to the table that were needed.
Running only AdWords (PPC) campaigns at the time, they were bringing in new leads at over $78 CPL and average CPCs at over $3. With their monthly spend around $1,000 they were bringing in around 12 new leads a month and had yet to see a single one convert to a new client.
Kickstagram’s digital marketing goal was to drive leads at a CPL of $7 (Blended) with a target CPA of $70 (Max $140).
With their primary service being Instagram Growth, we knew we would be walking a fine line between qualified lead and Joe Shmo just wanting more followers. We took a multiple phase approach, the most important being around structure & data.
Phase 1: Good Data – Before starting any campaigns, we did a full audit of their current PPC account, to see if there was any valuable information we could use in doing our own PPC build.
Besides some negative keyword ideas, there wasn’t much.
Second, we wanted to do a full audit of their analytics to make sure we were going to be looking at the correct data. We were able to go in, update generic goals they had set up, implement a enhanced ecommerce tracking (w/ a data layer), as well as fixing a few minor GTM settings.
Phase 2: Campaign Structure & Strategy
Paid Search: Knowing we were walking that fine line between qualified lead and Joe Shmo, we built out PPC campaigns very tightly. Using Single Keyword Ad Groups (SKAGs), individualized ad copy, and on going addition of negative keywords, we were able to do that.
With the PPC built out, we worked directly with their Director to get specific PPC landing pages built in Unbounce (previously they were being sent to their home page). For the landing page, we wanted to give the user the feeling that they could get started right away, so we structured the landing page so that the user gave us their information first, then selected a pricing model, finalized by checking out. This allowed us to capture the lead, even if they didn’t purchase. Which would later be passed to their sales team.
Paid Social: For Paid Social we knew we wanted to use this as our main prospecting channel & remarketing channel with the focus being on Instagram (No brainer) and Facebook. The reason being with the FB Pixel and Audience Insights tool, we could keep that tight control of the audience.
We tested multiple campaigns over a 6 month period, but our best performing campaigns were:
- Prospecting (Top of Funnel) – Offering a valuable content piece. Targeting eCommerce owners/marketing positions, social media managers, consultants, etc..
- Remarketing (Middle of Funnel) – Anyone that visited the site but had not opted into an offer. We would have the CTA of another value piece (eBook, List, “How To” Guide, etc..)
- Remarketing (Bottom of Funnel) – Anyone that started the check out process, but never completed it. We would give them a specific, time bound, offer for a discount.
For each of the above campaigns, we had dedicated Unbounce Landing Pages, Ad copy, and multiple creatives that were tested.
The biggest key to success on Facebook/Instagram, was creating and testing multiple audiences. We targeted by Age, Job Title, Interest, as well as created custom Look a like audiences based off of pixel data and past customer lists.
Phase 3: Analyze & Optimize
As any good marketing company would do, we are constantly analyzing and testing campaigns, landing pages, creatives, audiences, etc. Throughout our engagement we have tested many variations, including:
- Lead form on page vs. Light box form
- Facebook Autofill button vs. Manual fill
- Number of form fields
- Static Image Ads, Video Ads, Carousel Ads
- Mobile only placements
- Instagram Only Placements
- Male creative focus, female creative focus, mixed gender focus
- Lifestyle imagery vs animated imagery
- + Many More.
We at Digimar put a lot of strategy, planning, and care into this client, so we were ecstatic when we did a 6 month review and saw these results.
Spent = $25,223
Clicks = 43,865
CPC = $0.57
Leads = 3,417
Sign Ups = 139
CPL = $7.38
CPA = $181.45 ($118.38 at lowest – March).
Which equates to a 91% Decrease in CPL, 83% Decrease in CPC, a 139 new clients w/ a lifetime value of $86,611 (343% ROAS). Lastly, the success is only getting better… in March we hit our lowest CPA at $118.