Digital Lead Generation for ISP

A Nepali based ISP company aims increase new efficient ways of new subscriber acquisitions and retention. Their acquisition strategy primarily focuses on using digital mediums.

Problem

Using traditional means of marketing to get new subscribers was costly. The client’s goal was to reduce their cost of acquisition and to boost the number of hot leads on a day on day basis. Currently, many organizations face the same problems that were the challenges for the client:

1. Maintaining balance between Performance Marketing and Brand Marketing

Understanding the baseline of acquisition cost would be very crucial for any businesses to scale up. On-top of that, maintaining the balance between advertisement costs on Performance marketing vs Brand Marketing is always a challenge for most marketers. Not being able to maintain the balance will generally lead to a higher acquisition cost which will be detrimental for a business’s Kpis such as return on ads spent, cost per acquisition and marketing to revenue ratios.

2. Absence of Targeted Customer Journey

An absence of a Customer Journey means that a lot of marketing efforts are wasted. Most companies focus a lot more on the Awareness funnel and somehow don’t move past that. The later part of the Customer journey is usually ignored which means that the customers will never resonate and convert with the brand.

3. Inconsistent Digital Approach to customer acquisition

In-order for a company to adopt digitalization, it has to be consistent with the efforts to reach their customers. Many companies use of one-off strategy and once it stops working, they revert back to their older ways. For a company to fully adopt to a digital approach on customer, building an ecosystem around the strategy is an equally important aspect.

Challenge

Within a week of the meeting, the team was able to understand the underlying issues on the approaches undertaken by the client. A three step approach was used to find the desired solution:

Step 1:

Analysis of all the digital channels used by the clients. Continuation of existing digital channels that are working and removing any digital channels that were not working. Since our client’s objective were to increase the number of subscribers, a lot of focus was put into Cost per lead to determine the efficiency of the channels.

Step 2:

After analyzing and removing channels, we integrated all digital platforms used by the client into a single source of truth. By doing this we were able to build a customer journey and an efficient funnel for the client.

Step 3:

After making sure that each systems talk to each other, we decided to focus the marketing budget split on Performance Marketing. This was through the help of Step 2 which enabled us to create different segment of customers as per which stage of the funnel they’re in. All the digital adverts from this point on were segmented and optimized as per the performance generated by segments on cost per lead.

Solution

1. Increase lead generation by 70% from baseline.

2. Digital share of leads consistent at 30%.

3. Cost of acquisition efficiency at 40%

Industry

ISP

Project type

Digital Transformation

Project Duration

3 Months

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