Digital Freelance Case Study - Crowd, Capture, and Conversion

Who are Shoot 4 The Moon/Little Grey Cells?

Shoot 4 The Moon is an award-winning marketing agency founded by Tim Healey, and focusing on helping companies implement Mark Ritson’s marketing principles including the 10 pillars and the core 3 research, strategy and tactics. Tim also runs Little Grey Cells, a marketing event for senior marketers in the industry which draws upon their knowledge and experience in some of the biggest brands in the industry. The Opportunity The Strategy and Campaigns We ran 5 different campaigns… 1. 2. 3. Market testing for 4 initial audiences with copy variants and content nurture. Additional market testing for 2 extra audiences based on our experience and intuitions. Product launch of an online course, promoted through a webinar. 4. Market testing of an affinity group who had a shared interest with a Survey as a Lead Magnet.

The Opportunity

Tim had been working with a business coach and perceived an opportunity in delivering a marketing approach which is widely used by large corporations to a new target audience of Small to Medium Enterprises. His business coach introduced him to Digital Freelance. He booked a strategy session and we identified and evaluated his target audiences, his offer and the connection copy for market testing.

The Test Hypothesis

We tested the hypothesis of sending 100 connection requests per week on LinkedIn to the Target Audiences over a 4-month period, baselining on a minimum of 10% connection rate, nurturing with content and manual reach out to 20% of the new 1st connections to start a conversation and generate between 4 and 8 face-to-face appointments for you to sell 1 to 2 projects, generating revenue of £10,000 plus (based on a 25% conversion rate). Once the £10,000 guarantee has been fulfilled, transition to a 10% of revenue commission-based model. Conversion using the client’s existing sales process.

The Strategy and Campaigns

We ran 4 different campaigns…

1. Market testing for 4 initial audiences with copy variants and content nurture.

2. Additional market testing for 2 extra audiences based on our experience and intuitions.

3. Product launch of an online course, promoted through a webinar.

4. Market testing of an affinity group who had a shared interest with a Survey as a Lead Magnet.

Summary of Results and Learning Lessons

The connection rate is very good, across all target audiences (24.6%).
The conversion rate from conversation to MQL/meeting is good (36.2%).
Funded Tech (Audience 6) and Mark Ritson audiences (7 to 10) converted best from connection to conversation and to MQL/meeting.
Funded Tech (Audience 6) converted from MQL/meeting to deal at 5% which is low. (1 in 20 compared to a hypothesis of a 25% conversion rate).
The sales process was proven for the funded tech audience.
The Ritson audiences produced lots of meetings/MQLs but the sales process was unproven.
The Funded Tech conversion may be a fluke – it’s always better to test until 2 conversions have been achieved to reduce/eliminate the random factor.
The overall conversion rate of 1.2% (1 in 83) indicates that there is a market, but much more work needs to be done on the offer and sales process.

The Test Audiences

Audience 1: Telecoms Industry: Telecommunications Media and Telecommunications Satellite Telecommunications Telecommunications Carriers Title: Owner Managing Director Chief Executive Officer Chief Operating Officer Chief Marketing Officer Marketing Director Headcount: 51-1000 Geography: London

Audience 2 – Software Industry: Software Development IT System Custom Software Development Embedded Software Products Data Security Software Products Mobile Computing Software Products Desktop Computing Software Products Title: Owner Managing Director Chief Executive Officer Chief Operating Officer Chief Marketing Officer Marketing Director Headcount: 51-1000 Geography: London

Audience 3 – Tech Industry: Technology, Information and Internet Technology, Information and Media Title: Owner Managing Director Chief Executive Officer Chief Operating Officer Chief Marketing Officer Marketing Director Headcount: 51-500 Geography: London

Audience 4 – Law Industry: Law Practice Title: Owner Managing Director Chief Executive Officer Chief Operating Officer Chief Marketing Officer Marketing Director Headcount: 201-10,000 Geography: United Kingdom

Audience 5 – Creative Agency Industry: Advertising Services Graphic Design Exclude Manufacturing Title: Owner Founder Headcount: 11-200 Geography: United Kingdom Seniority Level: Owner / Patner

Audience 6 – Funded Tech Start Ups Industry: Law Practice Title: Technology, Information and Internet Technology, Information and Internet Headcount: 1-50 Geography: London Years In Current Position: 1 to 2 years

Audience 7 – Ritson MBA Search 1 Keywords: Marketing Week Mini MBA Headcount: 51-1000 Geography: United Kingdom Industry: Exclude: Marketing Services Exclude: Advertising Services Shared Experience: On Company: Excluding Marketing Week Mini MBA Mark Ritson

Audience 8 – Ritson MBA Search 2 Keywords: Marketing Week Mini MBA Headcount: 1001-5000 Geography: United Kingdom Industry: Exclude: Marketing Services Exclude: Advertising Services Shared Experience: On Company: Excluding Marketing Week Mini MBA Mark Ritson

Audience 9 – Ritson MBA Search 3 Keywords: Marketing Week Mini MBA Headcount: 5001-10,000 Geography: United Kingdom Industry: Exclude: Marketing Services Exclude: Advertising Services Shared Experience: On Company: Excluding Marketing Week Mini MBA Mark Ritson

Audience 10 – Ritson MBA Search 4 Keywords: Marketing Week Mini MBA Headcount: 1-10,000+ Geography: United Kingdom Industry: Business Consulting and Services Information Services Business Intelligence Platforms Exclude: Marketing Services Exclude: Advertising Services Shared Experience: On Company: Excluding Marketing Week Mini MBA Mark Ritson

The Test Copy

Telecoms, Software and Tech

Hi NAME, Ever wonder if you’re spending too much or too little on marketing? Unless you’ve got a great strategy and a clear set of KPIs to measure against you’ll probably never know. So, I’m publishing articles on LinkedIn to help make your marketing more effective. Let’s connect Best, Tim

Legal

Hi NAME, Ever wonder if your marketing spend is working effectively? Unless you’ve got a great strategy and a clear set of KPIs to measure against you’ll probably never know. So, I’m publishing articles on LinkedIn to help make your marketing more effective. Let’s connect Best, Tim

Legal 2

Hi FN, Ever wonder if your marketing is truly effective in building your law practice? A great strategy and a clear set of KPIs will help you track your progress towards best in class. I’m publishing articles every month on LinkedIn to share my insights Let’s connect Best, Tim

Creative Agency Copy A

Hi FN, Cobbler’s children often have the worst shoes. And, unfortunately I’ve found that this old adage often applies to marketing and creative agencies. Sometimes all that’s needed is a fresh pair of eyes… Let’s connect Best, Tim

Creative Agency Copy B

Mini MBA Copy A

Hi XXXX, I’m connecting with fellow mMBA alumni as I find those who’ve been schooled by Ritson speak the same marketing language. Marshalling through change without mMBA alumni ‘to check in with’ can sometimes be a challenge. If you fancy a chat with a marketing kindred spirit let me know. Tim05 The Test Copy Connection Copy: MBA 1 2 3 4 Copy B Hi XXXX, I’m connecting with fellow mMBA alumni. I’ve found all 3 courses invaluable – equally I know that dispensing Ritson-esque marketing justice for a business can be a challenge. If you ever feel that you’d like to kick around ideas with a marketing kindred spirit, please get in touch. Tim