Our Influence Strategy

Our Influence Strategy

The Problem

Mitek knew that they weren’t getting enough leads from their digital marketing, but they didn’t know why. They were investing heavily in all the normal places, including SEO, Google Ads, industry publications etc, but they didn’t know how to generate scalable, high-quality leads for their sales team, and their agency’s only advice was ‘spend more money’.

JMarketing’s investigation revealed that their marketing content was too generic. The message was a ‘catch-all’ instead of appealing to each niche audience specifically, and thus it didn’t hold their attention. Furthermore, those that did click through to the site found that it wasn’t holding their attention, meaning their media spend was underutilised.  

Even worse, Mitek’s tracking tools weren’t providing the granular insights to let them know which channels were working, and thus they didn’t know where to best allocate their media spend.

In summary, Mitek knew they needed change, but didn’t know where to apply focus. Enter JMarketing.

The Solution

Marketing clarity was the focus – understanding where to apply the most marketing effort to generate immediate wins and build from there. This was the first and most important step in the process, a deep audit of all marketing channels and landing pages, to create a step-by-step plan of action. 

The first 3 steps all saw immediate results generated:

1. A detailed results dashboard to see what’s working
2. A new Google Ads campaign tested against existing campaign
3. A new product landing page created for more engagement and leads

Each of these steps was an immediate success, producing a quantifiable upswing in effectiveness, either through soft metrics like time on site, or hard metrics like direct enquiries. These were tracked through the reporting dashboard and within 90 days leads were at an all-time high.

Landing Page Effectiveness
The big change in the landing page was a move towards ‘solving customer problems’, instead of explaining the product. 

JMarketing created a new landing page that used consumer psychology to connect with users. This page immediately converted at a far higher rate than the previous generic page. 

JMarketing’s tracking setup also identified that Mitek’s paid ads were underperforming. These ads, like the landing pages, weren’t resonating with users due to their generic content. The ads were also poorly targeted, so they weren’t being shown to Mitek’s ideal customers.

The new ads were properly targeted, ensuring that they’d reach Mitek’s desired audience. These new ads also influenced readers to take action through consumer psychology.

All told, JMarketing’s solutions lead directly to a 1200% increase in digital conversions.

How Mitek Boosted Leads & Conversions

Replacing An Underperforming Landing Page

The first priority was revising Mitek’s underperforming landing page. This page touted the product’s features. This is a common but costly mistake. The research shows that customers care about solutions to their issues, not about a product’s specs. 

JM’s new landing page focused on presenting Mitek’s solutions in a powerful and influential way. This page immediately converted more successfully than the old page.

Tracking Conversions Accurately

Mitek’s conversion tracking wasn’t working. This made it impossible to gauge the performance of its paid ads campaigns. Mitek and JMarketing fixed the conversion tracking to make it easy to identify underperforming ads. With this problem solved, JMarketing shifted focus to the ad’s content.

Creating Ads That Convert

Mitek’s search ads weren’t connecting with viewers. They featured generic product-focused messaging that didn’t grab the viewer’s attention. Worst of all, these ads were not specific to the search query.

The new ads quickly increased click-through rates by 52%. These ads were targeted towards specific search queries and offered solutions readers cared about.

The bottom line: Mitek was able to bring in more leads through paid ads without spending more money.

Reducing Cost Per Conversion Through Pinpoint Targeting

Mitek’s tracking and click-through rates had greatly improved. However, their cost per conversion was still high. JMarketing solved this by creating campaigns targeted towards professionals in specific industries. These campaigns resonated more deeply with readers. This deeper connection increased the chances of site visitors becoming leads.

In the end, this process led to a remarkable 74% decrease in cost per conversion.

SEO & Content Marketing Overhaul

Mitek and JMarketing’s content overhaul led to a 1200% increase in website inquiries. JMarketing first created a landing page that had a sky-high conversion rate. Next, Mitek and JMarketing came up with a new SEO strategy to further increase leads.

The previous SEO strategy focused on simply getting organic traffic. The new strategy focused on getting organic traffic and sending it to the landing pages. This meant many visitors to SEO actually became leads.

Influence Strategy Highlights

Solution-Driven Messaging

JMarketing used its psychology-driven approach to understand what problems Mitek’s target audience had. We then highlighted the solutions in our ads and landing pages. This empowered record engagement and conversion rates.

Strategic SEO and Content Overhaul

Mitek became an industry thought leader through JMarketing’s revised landing page content and informative SEO articles. This significantly improved their online presence and authority.