Recruitment Agency, Go-to-market planning & activation.
Wunder Talent
Brand
Wunder Talent is a high-talented and specialist SaaS and Technical IT recruitment agency, based in Manchester covering all UK.
Skills
Paid Social Management
Facebook Ads
LinkedIn Ads
Paid Search (PPC, Google Ads)
Objective
B2B Lead Generation
Reduce CPA (cost per acquisition)
Challenge
As a digital agency, we worked closely with Wunder Talent to understand their business goals and digital marketing plans. It was clear that despite achieving success in other areas of the business, overall they were failing to drive new business and generate leads across digital channels.
Therefore, the most prominent challenge for our client was in lead generation and how to approach the recruitment drive across paid social and search in regard to reaching new audiences containing high intent prospects and candidates. We undertook this work with a view of reducing and maintaining a low cost-per-lead.
As the client was a start-up that had only been operational for a short period of time, we decided the best approach for this brief was to create go-to-market strategy and campaigns.
Strategy
As mentioned, our client was essentially a start-up and therefore we approached this with a go-to-market strategy. Having established our client’s objectives and pain points we set about researching the current state of the recruitment market and the audiences involved. We selected channels and platforms that enabled us to implement swift calls to action to increase lead generation.
We decided on using channels that allowed us to promote the messaging and content efficiently and effectively collect leads, therefore settling on Facebook, LinkedIn and Search.
Facebook allowed us to reach a large audience whilst using the ‘Lead Generation’ objective, LinkedIn enabled us to reach an active database of businesses most interested in the proposition and Search gave us the ability to target high intent users. All these channels were then optimised with granular targeting to increase CTR and eventually lead to a lower CPA.
Execution
We began by analysing the market and identifying the industries we were going to target. Within these industries, we identified our audiences based on job roles and hierarchy. Each platform we chose allowed a level of granularity to make sure we were including and excluding users. These, amongst others, included HR directors and managers, IT professionals, software technicians, and decision-makers.
Following on from this we began forming the messaging and creative of the campaigns based on our research of the market. This would create the pull of the campaign enticing possible prospects and candidates to engage with the ads. By leveraging the tools and formats that each platform offered, such as B2B lead generation form ads on Facebook and LinkedIn to Keyword Searches on search, we were able to build out attractive and effective ads.
Our team were able to drive conversions through easy to use form ads and using over 100 keyword search terms across search campaigns in order to achieve our client’s objectives.
By making sure the ads were reviewed, updated and optimised on a daily bases we were able to efficiently reduce the average cost per lead, whilst increasing leads.
Results
We were able to successfully achieve in excess for our client, driving up the number of daily leads whilst lowering the client’s CPL (cost per lead) to below the industry average.
