untapt: Digital Marketing (B2C)
As untapt’s Head of Growth Marketing, I had the task of bringing qualified Fintech professionals, software developers and data science professionals to our job marketplace. Under my leadership, we saw incredible results across Digital Marketing, increasing monthly high-quality member acquisition by 500% while reducing cost per member by 75%.
1. Overall Growth
When I took over as Head of Growth Marketing at untapt, I began an aggressive overhaul that tripled overall daily user growth rose from 11.7 to 60+ new users per day. This reinvigorated the business and led to several record-breaking months in a row.
Under my leadership, average Cost per Acquisition fell from $100+ to under $25.
2. Facebook Business Manager
I meticulously tested every aspect of our targeting, creative, and delivery on Facebook and Instagram to drop our average CPA from $78.32 to $15.05.
First, I ran A/B tests on different types of targeting: Interests, job title, education, location, retargeting, lookalike, and etc. Then, I tested an re-tested different targeting until we found the perfect audience balance: Large enough to keep up new user flow but niche enough to not dilute the quality.
See an example of my creative to the right, and read all about my Digital Marketing strategy here.
3. LinkedIn Campaign Manager
After seeing great initial results from the platform, I revved up spend on LinkedIn and A/B tested different images, videos, captions, and more. Though overall Cost Per Acquisition was a few dollars higher than other platforms, the quality of new members was significantly higher as well.
4. Google Adwords: SEM
I broke down our Adwords spend methodically, testing different campaign groups, bid strategies, and copy options, seeing where we could get the best bang for our buck in search.
Google quickly became one of our most reliable and cost-efficient platforms for user acquisition, growing from just 5 new users per month to 100+.
5. Twitter Ads
As an untested ad avenue, Twitter quickly began a great platform for many different types of ads. From traditional landing page ads to giveaways, Twitter was an excellent platform for engaging in useful conversations and winning over hard-to-reach users.