Paid Social Case Study for a SaaS client
We had signed our first client, Talkchief for paid social strategy and activation. Talkcheif is a Voice over IP company based in the US and successfully managing 50+ companies. Their services include Toll free numbers, Call Conferencing, International Numbers, Virtual Call Centers & more.
Before we deepdive into the strategy, here’s what the client had to say about us.
Sonia & Zoha are amazing, well diverse in digital marketing, they built and established a strong foundation for our company in various digital channels, I would definitely work with them in the future
Their challenge was that big companies like Aircall and Squaretalk were dominating the VoIP vertical as they were scaling sales through account executives, paid social ads and organic efforts at the same time. For a brand like Talkchief who is in the initial years of growth, it was challenging to match the efforts and investment of these big players. Like most industries, bigger companies have more cashflow to utilize for their sales & marketing efforts.
Based on this context, we were hired to build their paid social presence on a 3 month project and eventually generate leads for their business. Their core market was USA, specific EU and LATAM countries.
During our process of onboarding we focused on thefollowing points.
- Talkchief’s core selling points and what problems it solved for clients.
- How did it differentiate from the competitors?
- How much are they willing to invest in paid social?
- How many leads do they hope to achieve?
- How long are they willing to test out paid social?
Based on all of this, we devised a strategy that focused on LinkedIn, Meta & Google ads. Both LinkedIn & Meta ads are a staple of paid social. Why?
- Given that Talkchief was a B2B client, their core audience would be on LinkedIn. We decided to target Small & Medium Business Owners with a specific industry layer of call centers, IT services, accounting, lawyers & more.
- We used Meta ads to go slightly broader but still targeting customers by their designation. Directors and above.
- Google ads was selected because we knew that Search was necessary to generate leads, especially for a brand like Talkchief who’s new to the paid ads space.
In terms of the process, our key focus was to generate ad creatives and messaging for Talkchiefe that aligned with the core benefits. During our research on Aircall and Squaretalk we noticed that other competitors were promoting 7 day free trial or demo because a VoIP tool can only be tested for its efficacy once you login and create your own flow/process.
Using this insight we created 8-12 creatives (example attached below) and these were hugely successful.
During the 1st week we drove 14 lead form submissions.
During the 2nd week we drove 3 lead form submissions.
During the 3rd week we generated 5 lead form submissions.
During this process we also made multiple optimizations to our paid social campaigns.
- Creative rotation every 6 weeks and activating 4-6 creatives at a time.
- Removed audience network from LinkedIn campaigns because it seemed to drive lower quality traffic.
- However, after removing this our cost per click increased by 3x.
- Included landing page visitors in our targeting on Meta & LinkedIn.
It was a 3-month project, which resulted in 90 leads from US, Brazil, Spain, Germany, India & Pakistan. However, we quickly learnt that the conversion rate for leads was low and engagement on site was less than 10seconds. We helped our client identify this opportunity and guided their attention towards SEO and Conversion rate optimization before they reinvest in paid social.
If you’re interested in learning more, check out our review on UpWork: Client Testimonial
If you want to know how to optimize Meta ads when first starting up, check out our guide here: Mistakes to Avoid on your First Facebook Campaign
