Reputational sites outgun Google Ads in net MRR growth contribution
Project Info
Date
2 July 2021
Category
Capterra
Client
Worknice
Project
Reputation Management
Goal:
Worknice, an HR tech start up, sets its sights on dominating the Australian HR market taking on billion dollar companies such as Employment Hero and HiBob.
Problem:
Being a self funded start-up, the marketing budget is very limited and every dollar counts. Worknice simply cannot afford to waste budget on low impact inbound campaigns.
Solution:
Reputation management is a powerful way of generating leads that are ready to buy, now. While not as scalable as Google Ads, Gartner Markets offer a PPC model that funnels buyers from their directory listings to the Worknice website.
Result:
Gartner markets is the #1 contributor to ARR at Worknice, even outgunning an efficient and effective Google Ads channel.
How Did I Do It?
Here’s the approach I used for Worknice.
Step 1: Create And Implement a Strategy To Collect Client Reviews
Getting positive reviews on your Gartner Markets listing is key to generating buyer referrals to your website, so it must be systemised and built into your CRM. There are many tips and tricks to boost reviews from clients, a few are listed below.
- Ask for a "favour" from your clients when asking for reviews. They want to help.
- Explain why positive reviews are important to your business
- Offer a reward for completing numerous reviews
Step 2: Create Listing Messaging
A carefully drafted directory listing supported by positive reviews highlights your message in front potential buyers. It is crucial that your message is fast and simple to understand, but also more intriguing than the competitors also advertising alongside. Getting the messaging right ensures potential buyers click and land on your website.
- Target keyword that capture users ready to buy
- Match messaging to search terms that get users to the directory in the first place
- Don't waste budget. Be direct in what you offer - filter out those that aren't a fit
Step 3: Apply Bidding Strategy
The highest bidder does NOT get the lions share of the quality clicks. Sometimes rank 4, 5 or even 10 gets best results. Test your bidding strategy until you find the sweet spot.
- Segment bidding based on category and platform
- Test bidding strategy alongside messaging changes
Step 4: Create Fit For Purpose Landing Pages
“Bounce rate” is the % of visitors that hit your website, and then leave without interacting with it. If your bounce rate is high, it is likely that the messaging on your directory listing does not match the experience on the landing page.
- Add the 3rd party website logos to the landing page
- Keep messaging and experience consistent
