Our reason for existing as a company is to help marketers and brands convert, retain, and grow their customer base. Every day, our platform enables thousands of mobile brands to build meaningful relationships with their users. And we do this by providing actionable, real-time insights that help marketers create personalized customer experiences at scale.
But where do we find those marketers? And how do we establish ourselves as a thought leader in a space so congested with gurus and growth hackers?
The answer, as any recruiter knows, is to hit LinkedIn.
What were our objectives in using LinkedIn to reach out to fellow marketers and prospective clients?
First, we wanted to establish ourselves as a thought leader within the mobile marketing space. Second, we wanted to build up a robust pipeline of highly qualified SQLs. Third, with our global expansion, we wanted to increase brand awareness in all-new markets.
Achieving those three goals meant delivering knowledge and value to the right audience. So as a B2B solution provider, we began to use LinkedIn to reach out to app marketers.
We chose LinkedIn because of its access to a relevant pool of professionals from various industries across the globe. But also because of its audience engagement solutions and the fact that it gave our own people ample opportunity to become brand advocates on the platform.
Together with the LinkedIn team, we devised a customized multi-product strategy that included:
With LinkedIn pixels, we were also able to remarket and continue relevant conversations with our target audience.
CTR = 0.97% for this Sponsored Ad
Engagement Rate = 2.15%
For our warmer leads, we also added a link to a free demo as our call-to-action on the lead generation forms. This helped bring prospects closer to conversion from the get-go.
Using LinkedIn’s multi-faceted targeting features, we were able to promote content in regional languages to our target audience.
The strategy we employed was quite scientific — test, learn, optimize, repeat. Over time, we began to uncover new ways to grow our reach using both paid and organic methods.
We began to experiment with content formats, demand generation, and employer branding, and doubled down on what worked for us. This helped us become a knowledge leader within 3 years, all while generating relevant leads.
We also championed the use of industry-relevant hashtags to reach a broader audience. Over time, we cemented our position as a prominent contributor to trending industry hashtags such as #mobilemarketing and #userretention
We remarketed relevant campaigns to audiences who visited our bottom-of-the-funnel pages such as our pricing page and our demo page. With InMails, we were able to nurture our leads and convert them into opportunities. By adding a field for demo conversions in our lead gen forms, we generated a robust pipeline of SQLs.
Today, we incorporate LinkedIn into our growth plans from the initial stages. We’ve found the platform to be remarkably effective in initiating conversations with marketers. Professionals on the platform are willing to learn about things that can aid their professional growth, which has helped us disseminate our industry knowledge, increase brand awareness, and establish thought leadership while building our funnel.
Since our inception, we’ve strived to help mobile app marketers drive sustainable revenue growth. Being authentic on LinkedIn is an integral part of our mission to be at the forefront of knowledge dissemination. And we see ourselves leveraging the learnings we’ve amassed over the past three years to continue building those relationships with app marketers around the globe.
Read the full CleverTap case study on LinkedIn.