Objectives & Marketing Strategy

Develop a series of landing pages to support a digital marketing campaign focused on creating awareness and brand familiarity along with lead generation is specific geographic markets.

Marketing Strategy:

Create two (2) landing pages designed for both desktop and mobile using the WordPress platform. The new landing pages will be written and designed to communicate a clear message match with the search and social ads in an effort to reduce the cost per click and increase conversions from the website.

Since most prospects are under contract with a voice services provider, Green Dot recommends allocating the lion’s share of the budget to paid search marketing. While search engine marketing has a high cost per click (around $35), most prospects using search are by definition “in the market” seeking a new provider. In conjunction with a high quality score from Google as a result of strong message match between ads and the landing page, Green Dot anticipates being able to reduce the cost per click significantly.

As many competitors for 4Voice have established name recognition (Ring Central, Vonage Business, 8 by 8, Shoretel Sky, etc.), it will be important to also run an awareness campaign targeting the same geographic markets as the SEM campaign. This effort will ensure that decision makers have heard of 4Voice prior to making their purchasing decision. Green Dot recommends using Facebook to target small business owners and IT staff at mid-size companies to support the 4Voice sales team’s outreach efforts, as well as the ad campaigns.

Once additional funds become available we recommend scaling both the search marketing campaign into new markets and the awareness campaign to include mass media channels such as radio, online video and possibly outdoor advertising (billboards and bus shelter posters). As brand awareness for 4Voice grows, search marketing will become more cost effective and conversion rates will rise as well.