Context:
SMB's in North American markets were aware that Google AdWords was a powerful tool they could put into practice to significantly increase revenue earnings for their businesses. The technical complexities needed clear articulation for the adoption rates to match the business goals of the company's yearly earnings forecast.
Contribution:
Owned and developed B2B marketing assets – primarily focused on Email campaigns – targeting business owners who showed intent but had abandoned before adoption, using a more straightforward approach to the language used while prioritizing the user benefits over the technical innovation.
Impact:
Adoption rate by new SMBs increased by 11% in 8 months
Reduced abandon rate by 18% within the same timeframe
The long but not winding road of reasons to utilize.
Five examples from an email campaign, releasing one at weekly intervals. Because of the density of information, the cadence allowed users to process and understand the benefits to their businesses, incrementally increasing intent to adoption.
Early versions had truncated copy for a faster, more digestible read. It was the first time I had a client ask to go heavy on the copy because they felt oversimplifying the content would reduce the value of the service. More copy? I was happy to oblige.
