#GrowMySME campaign drives conversion rate 5x above target
Now in its second year, Humber Growth Hub’s #GrowMySME programme has been supporting Humber-based SMEs to grow their business by offering expert advice on everything from finance and ICT through to support and access funding.
With the launch of a new series of informative digital events to build awareness and share knowledge, the #GrowMySME team wanted to attract the attention of more businesses and drive sign-ups for their specialist Covid-19 support webinars.
Through a strategically targeted and highly engaging campaign, we engaged SMEs across the region to drive a 300% increase in conversions and a 30% month-on-month growth in website visitors. Here’s how we made it happen.
Reaching the target market to maximise ROI
To increase awareness of the timely range of online Covid-19 resources and encourage local businesses to get involved, we devised an intelligent digital strategy spanning multiple touchpoints to boost reach and generate enquiries.
With mobile-video consumption rising 100% year on year, we created a range of snappy, engaging online animations to capture the attention of time-poor SME owners.
This was supported by organic and paid-for social media activity, which enabled us to maximise return on investment by accurately targeting the right kinds of businesses in the region – delivering a 20% uplift in social engagement rates.
Achieving a 408% increase in web traffic to #GrowMySME site
At a low cost per click in a saturated market with a highly specific audience to reach, we wanted to ensure Humber Business Growth Hub got the best value for money, whilst delivering on results.
We also integrated targeted Google search ads, to engage local SME business owners who were already searching for support and grants online. This strategically intelligent initiative drove 13,445 click-throughs to the #GrowMySME website, demonstrating that we were reaching the right audience.
Through this combined digital activity firing on all our key strategic touch points, we achieved a final conversion rate of more than 75%, with over 700 engagements from small businesses in the region. The campaign also led to the #GrowMySME ICT Grants securing full allocation.
Geoffrey Bye, Growth Hub Marketing & Events Officer at Humber Business Growth Hub, said:
“One of Sowdens’ major strengths is their ability to really get under the skin of the target audience for any campaign, and understand what message will connect and resonate to achieve the desired outcomes. Their approach is never a case of style over substance; the team ensured both strategy and creative worked together in this campaign to create something that looked exceptional, but which achieved above and beyond the desired results.”
As the world around us is changing and we’ve had to adapt to the current climate, digital marketing has never been so important. With events, workshops and face-to-face contact migrating to the virtual world, we’ve been helping businesses to effectively engage with their audience across a range of digital channels.
If you need an effective digital campaign that delivers, give us a call today.