CEO of Semenov.Agency,
Lead Targeting Strategist
Nadezhda Semenova
Targeting for Hot-WiFi.
Entrepreneur of the Year 2019's business promotion.
Entrepreneur of the Year 2019's business promotion.
Objective: To set up customer acquisition channels for 3 products. Reduce the cost of an enquiry on the website for partner' and client's departments.
By March 2020, Hot-WiFi and Semenov.Agency had formed a single mechanism to help businesses receive high-quality and low-cost enquiries online.
Hot-WiFi is a leading player in the WiFi marketing sector that was founded in 2012. The founder and CEO, Dmitry Stepanenko, won the Young Entrepreneur of the Year 2019 nomination according to the Moscow City Authorities.
The crucial success factor for quality marketing is quality data.
And quality marketing is simply essential for tailored-made audiences.
Nowadays, marketing agencies have a unique opportunity with Hot-WiFi to help their clients by directing ads to target audiences. This fact entails a few positive changes, including a reduction in the cost of client engagement and, consequently, an increase in company profits.
We used databases collected by the WiFi-Radar from Hot-WiFi to carry our marketing activities for the company Hot-Wifi itself.
Read on to find out how we achieved this.
Hot-WiFi is a leading player in the WiFi marketing sector that was founded in 2012. The founder and CEO, Dmitry Stepanenko, won the Young Entrepreneur of the Year 2019 nomination according to the Moscow City Authorities.
The crucial success factor for quality marketing is quality data.
And quality marketing is simply essential for tailored-made audiences.
Nowadays, marketing agencies have a unique opportunity with Hot-WiFi to help their clients by directing ads to target audiences. This fact entails a few positive changes, including a reduction in the cost of client engagement and, consequently, an increase in company profits.
We used databases collected by the WiFi-Radar from Hot-WiFi to carry our marketing activities for the company Hot-Wifi itself.
Read on to find out how we achieved this.
958%
Return on investment from marketing (ROI)
$2,7
Cost per B2B lead (CPL)
–86%
Decrease of B2B lead cost
targeting strategy
1
Audience - LAL to ready-made segments
We divided the audience into certain segments for each Hot-WiFi product. While selecting segments, we relied on audience research, which we carried out before each project in the Conception phase.
We used Semenov. Agency and Hot-WiFi audiences
We used Semenov. Agency and Hot-WiFi audiences
2
Advertising - Five platforms
Advertising was performed in the format of banners, videos and stories on such platforms as Facebook, Yandex, VK, Google, the payment was for clicks. The average cost per lead on Facebook was $2,7.
The most effective advertising was on Facebook / Instagram
The most effective advertising was on Facebook / Instagram
3
Website - Consulting
We made a technical specification for the in-house designer to modify the landing page in order to increase conversions as part of the ad campaign.
Self-written website
Self-written website
audiences
We checked the business area analytics of existing Hot-WiFi customers and reflected these results in the infographic below. We also depicted examples of the audiences we had used in our adverts below.
40.7% of the other segments are entrepreneurs with completely different businesses, ranging from mechanical plastering to online webinars.
We have tested various ad platforms and the best results in attracting new customers were achieved with the Facebook Ads. We use the other ad platforms for retargeting or for increasing brand awareness.
In the Ads block, we will talk about our result in particular in attracting new customers for the Hot-WiFi affiliate department on the Facebook Ads platform.
In the Ads block, we will talk about our result in particular in attracting new customers for the Hot-WiFi affiliate department on the Facebook Ads platform.
advertising: facebook + instagram
Advertising platforms - Facebook & Instagram
Advertising formats - posts, stories (videos), banners
Our solutions - WiFi-Radar and HotSpot
Average cost per lead (CPL) - $2,7
Мы разработали рекламные кампании в Facebook таким образом, что смогли на ежедневной основе контролировать количество лидов! До 12 часов нам сообщали количество лидов, которое необходимо для отдела продаж на следующий день, а мы выполняли условия +/-2 заявки.
Правда, позже мы отказались от этого метода, так как при постоянных изменениях в рекламной кампании цена лида начинает расти. Мы стали выставлять число лидов/день в начале каждой недели.
Правда, позже мы отказались от этого метода, так как при постоянных изменениях в рекламной кампании цена лида начинает расти. Мы стали выставлять число лидов/день в начале каждой недели.
сайт
креативы
Мы использовали все типы креативов для рекламной кампании в Facebook.
КАЖДАЯ СТРАНИЦА САЙТА – ЭТО ПРОДАЮЩИЙ ЛЕНДИНГ
результат конверсия
«
Сначала мы стали клиентами Hot-WiFi. Потом Hot-WiFi стал нашим клиентом. Теперь мы объединились, чтобы вместе предоставлять уникальные маркетинговые услуги бизнесу: первоклассный маркетинг + готовые аудиторные сегменты.
МИХАИЛ СЕМЕНОВ
CEO, Digital-стратег
Semenov.Agency
»
Ниже мы приводим результаты нашей рекламной кампании за 2 первых месяца 2020 года.
1
176 485,58 ₽ — потрачено на Facebook.
2
818 заявок.
3
216 ₽ CPL — стоимость заявки.
4
3 000 000+ ₽ — доход кампании.
5
985% ROI — доход от инвестиций.
CPL (стоимость привлечения клиента) была снижена в 7 раз, в прошлом она составляла более полутора тысяч рублей.
Цель достигнута, клиент доволен, а мы продолжаем трудиться!
Цель достигнута, клиент доволен, а мы продолжаем трудиться!
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