+20% new client acquisition YoY for Upwork
Services
Paid search - facebook ads - linkedin ads - analytics
Platforms
facebook - linkedin - google
Project results
20%
YoY increase in clients
Situation
Freelancer marketplace needs to continue aggressive growth in first time job postings.
Challenge & Approach
Search heavy acquisition marketing program diversifies investment mix by adding new channels.
- Install measurement pixels using Google Tag Manager
- Craft need-specific messaging for each hiring manager
- Set up interest and lookalike targeting against startup interests, segmenting buyer personas by category of need, company size
- Develop new content for lead magnets
Results
- Scale new channels from scratch to $2m annual spend, driving 20% YoY growth in first time job posts
