Clio Ad Refresh
Weekly sprints to improve conversion on Clio’s most-widely promoted digital ads.
Client
Clio
Year
2019-2020
Role
Content Strategist
Problem
These Clio ads circulate throughout the entire year—making it a huge growth opportunity. How can we increase the marketing lead to opportunity rate through these digital ads?
Paid digital ad promoting Clio’s annual Legal Trends Report. Goal
Improve conversion in opportunities such as scheduling a demo, downloading gated assets, signing up for digital events, + starting a free trial.
An example of one of Clio's core paid digital ads.43%
lead to opportunity rate in November 2020.
Results
200%
increase in marketing leads since May 2019.
300%
increase in 2021 budget due to strong performance.
All-time high
+ record-breaking months in October + November 2020.
Paid digital ad promoting Clio’s annual Legal Trends Report. Responsibilities
Rewrite core paid digital ads to include conversion copy by prioritizing clear, actionable, + plain language.
Apply findings + testing results from growth marketing team—presented each week in preparation for a weekly refresh, iteration, or remarketing of digital ads.
Present new creative concepts to senior leadership at the beginning of each quarter.
Inform content strategy—including content hierarchy of ads.
Work closely with members in cross-functional disciplines such as designers, growth marketers, event marketers, and public relations consultants.