Revolutionizing Lead Generation for Emmayam Infotech

Client Background (Emmayam Infotech)

Emmayam Infotech is a leading Information Technology Engineering Services (IETS) company specializing in providing Accessibility PDF solutions for the visually challenged. Their mission is to ensure equal access to information by creating accessible PDF documents.

The Problem of Emmayam Infotech

Emmayam Infotech approached TechKay with a pressing issue: they were struggling to generate leads through inorganic traffic channels, particularly Meta and Google Ads. While they offered a valuable service, their initial Meta and Google Ads campaigns weren’t weren’t reaching the right audience or converting clicks into leads.

Analysis of the Challenges

• Targeting the Right Audience:

  Reaching a specific audience (organizations needing accessible PDFs) on broad platforms like Meta and Google can be difficult. Generic targeting leads to wasted ad spend on irrelevant users. We had to review the targeting parameters used in the campaigns to check whether they were reaching users who wouldn’t be interested in accessible PDF services?

• Low Conversion Rates:

  Even if targeted correctly, there’s no guarantee that users who see the ad will convert into leads (contact Emmayam Infotech). The landing page or ad copy might not be compelling enough.

• High Cost-per-Lead (CPL):

  In competitive niches, acquiring a lead through paid ads can be expensive. Without proper optimization, Emmayam Infotech might have been paying a premium for unqualified leads. 

• Low Click-Through Rate (CTR):

  Analysis on click-through rates on ad platforms was needed to check whether the users were seeing the ads but not clicking through to learn more?

• High Cost-per-Acquisition (CPA):

  The cost of acquiring leads through the ad platforms was to be determined to study whether they were spending too much to acquire each lead.

The Solution: Optimizing Meta and Google Ads for Better Lead Generation

TechKay approached the challenge holistically, addressing both the issues of inorganic traffic and lead generation. We conducted a comprehensive analysis of our client’s target audience, industry trends, and competitors’ strategies to identify gaps and opportunities.

Here’s how we tackled each problem:

1. Keyword Research & Targeting:

We conducted in-depth keyword research to identify relevant search terms and user intent related to accessible PDFs. This involved using tools like Google Keyword Planner and analyzing competitor campaigns. With the refined keywords, we created targeted ad groups on both platforms to reach users actively searching for solutions.

2. Audience Targeting:

We utilized advanced targeting options on both Meta and Google Ads. This involved:

• Demographics:

Targeting specific industries such as education, government, etc., and decision-makers within those industries like marketing managers,          accessibility specialists and others.

• Interests:

  Targeting users who had shown interest in accessibility or disability inclusion topics.

• Website Behavior:

              Remarketing to users who had previously visited Emmayam Infotech’s website but haven’t converted.

3. Optimization of Meta and Google Ads:

We optimized Emmayam Infotech’s Meta and Google Ads campaigns by refining keywords, ad copy, and targeting parameters to improve relevance and attract qualified leads.

4. Content Strategy:

We developed engaging and informative content tailored to our client’s target audience to establish thought leadership and attract potential leads.

5. Compelling Ad Copy & Creatives:

We crafted compelling ad copy that clearly communicated the value proposition of Emmayam Infotech’s services. This included highlighting the benefits of accessible PDFs and addressing the pain points of the target audience. We also created visually appealing ad creatives to grab user attention and encourage clicks.

6. Content Marketing Strategy:

In addition to paid advertising, we recommended incorporating content marketing strategies to attract organic traffic and establish thought leadership in the industry. This included creating informative blog posts, whitepapers, and case studies to engage with the target audience and nurture leads through the sales funnel.

7. Ad Campaign Restructuring:

We conducted a thorough audit of their existing Meta and Google Ads campaigns, identifying areas for improvement. Through strategic keyword targeting, ad copy optimization, and bid management, we optimized the campaigns to enhance visibility and attract qualified leads.

8. Landing Page Optimization:

We ensured Emmayam Infotech’s landing pages aligned with the ad copy and provided a seamless user experience. This included clear calls to action (CTAs), relevant information about accessible PDFs, and a user-friendly design which included adding contact form, and demo request to capture leads.

9. A/B Testing:

We conducted A/B testing of different ad variations, headlines, and creatives to identify the most effective combinations for click-throughs and conversions.

10. Conversion Tracking & Optimization:

We implemented conversion tracking on both platforms to monitor user actions on the landing page after clicking the ad. This data allowed us to analyze which ad variations and landing page elements drove the most conversions and optimize campaigns for better results.

11. Lead Nurturing Workflow:

We implemented an automated lead nurturing workflow to engage with prospects at various stages of the buyer’s journey. This involved sending personalized email campaigns, offering relevant content assets, and tracking user interactions to tailor follow-up communications.

Results

The implementation of our strategies led to significant improvements in Emmayam Infotech’s lead generation efforts:

1. Enhanced Brand Visibility:

Through content marketing initiatives, Emmayam Infotech saw a notable increase in website traffic and brand awareness, positioning them as a trusted authority in the field of digital accessibility solutions.

2. Reduced CPA:

Despite the increase in leads and conversion rates, the cost per acquisition decreased by 20%, making the marketing efforts more cost-effective.

3. Improved Conversion Rates:

The optimized campaigns and CRO techniques resulted in a 30% increase in conversion rates, indicating a more efficient use of the advertising budget and higher-quality leads.

4. Increase in Leads:

Within three months of implementing our solutions, Emmayam Infotech experienced a 50% increase in leads generated through Meta and Google Ads.

Success Factors and Valuable Learnings

Through this strategic approach, TechKay helped Emmayam Infotech achieve significant improvements in their paid advertising campaigns:

• Increased Qualified Leads:

  By targeting the right audience with compelling ad copy and landing pages, Emmayam Infotech saw a rise in the number of qualified leads generated through Meta and Google Ads.

• Improved Conversion Rates:

  By optimizing landing pages and user experience, TechKay helped Emmayam Infotech convert a higher percentage of ad viewers into leads. 

• Reduced Cost-per-Lead (CPL):

  With better targeting and campaign optimization, TechKay potentially lowered Emmayam Infotech’s CPL, maximizing their return on investment (ROI) for paid advertising.

Conclusion

Through collaborative efforts and strategic interventions, TechKay successfully transformed Emmayam Infotech’s lead generation capabilities, driving significant improvements in lead volume, conversion rates, and brand visibility. By leveraging data-driven insights and adopting a holistic approach to digital marketing, we helped Emmayam Infotech achieve its business objectives and establish a strong foundation for future growth.