The landing page messaging offered visitors a taster; encouraging them to sign up to receive updates via email. Maven were then able to notify subscribers about any early bird offers as well as when the VCTs were live and open for investment.
This approach also allowed Maven to segment its database and email prospects with messaging which was aligned to either of the landing pages (Scottish business and general) and therefore be more targeted.
The campaign also involved the introduction of new online application and investment technology. In the past, an investor had to download an application form, print it out and then post it to invest.
Over the past two years, in addition to that step, users could invest online via the Link Asset Services portal. So we had to be mindful of different audiences (traditional investors and modern investors), and ensure the campaign and associated messaging/landing pages was properly catered to suit both. We also had to liaise with Link Asset Services on implementing tracking within that portal, which was one of the more complex components of the campaign.
As with all Digital Marketing activity, the tactics deployed were based on a range of factors including goals and research-based insights. Paid search and Re-marketing (Google Ads) and Twitter advertising were deployed concurrently for more impact.
Through part two, the focus was on driving potential investors to landing pages from where they could download the securities note, application form or invest directly via the online portal. A further aim was to primarily attract new investors as opposed to existing investors (referred to as shareholders and non-shareholders).
In addition to performance monitoring through Google Analytic, Google Ads and Twitter Analytics, we A/B tested iterations of the landing page throughout the campaign period to incorporate the success of the previous year’s campaign and comparing with an updated page, containing usability refinements and updated messaging.