Paid Acquisition's Value Assessed: Insights Gained at Hubstaff
Hubstaff's Paid Marketing Strategies: A Closer Look
Hubstaff, a popular time tracking and productivity software, has been actively exploring various channels for growth marketing and paid acquisition. In this article, we delve into the strategies they've employed for Google AdWords, Facebook ads, remarketing campaigns, content promotion, and A/B testing.
Hubstaff's primary goal for their Google AdWords campaign was to capture user search intent and understand what they were looking for. To make their ads more engaging, they utilised dynamic keyword insertion and callout ad extensions. Targeting keywords related to time tracking software and employee monitoring software, they focused their efforts on a demographic of employers and managers of businesses and remote teams. To ensure their ads were shown to their exact demographic, they created a list of negative keywords.
Their Google AdWords campaign generated a good number of leads at a reasonable cost, but it didn't have a high free-to-paid conversion rate. To address this, they set keyword match types for AdWords to 'phrase match' or 'exact match' to tighten targeting. Additionally, they used competitor analysis tools like SpyFu to gain insights into competitor's campaigns.
In an attempt to drive high-quality traffic to their articles and features, Hubstaff ran a content promotion campaign with OutBrain. However, the quality of the traffic was poor, and they didn't see any strong engagement or soft conversions.
To counter this, Hubstaff turned to Facebook for remarketing. They showcased customer case studies to push free trial users down the funnel and convert them into paying accounts. This strategy proved successful, helping them to convert visitors who hadn't signed up for a free trial and free trial users who hadn't converted to a paid account.
A/B testing played a significant role in Hubstaff's strategies. They used tools like VWO's heatmap feature and Woopra's funnels to track on-page activity and analyse conversion funnels. This allowed them to discover which site variation drove the greater number of conversions.
Hubstaff is currently looking to improve the conversion rate from free to paid without significantly increasing the cost per acquisition. They are experimenting more with Facebook for driving blog traffic. As they continue to evolve their strategies, it will be interesting to see how they fare in the competitive landscape of SaaS marketing.
Hubstaff has started integrating Asana, a project management tool, to provide a more comprehensive solution for businesses and remote teams, streamlining time tracking and project management.
In the realm of education-and-self-development, Hubstaff hosts webinars and blog posts to educate users on the importance of time tracking for productivity and financial management.
Hubstaff is considering offering a limited demo period for potential users to experience the full range of its features before committing to a subscription, with the hope of increasing conversion rates from free to paid.
As part of their technology partnerships, Hubstaff collaborates with other SaaS companies to offer integrated solutions for finance and HR management, making it easier for businesses to manage their operations.
With the growing trend of employee monitoring, Hubstaff's software is being used in various sectors, from education to large corporations, aiming to optimize workflows and boost productivity.
