Little Tokyo Two
Content • Inbound Strategy • Website • Design
THE CHALLENGE
“Little Tokyo Two asked You & Co to Build a Lead Generation Machine; this is how it was done.”
Background
Little Tokyo Two is a tech focussed co-working and business incubation community based in various locations in and around Brisbane. As a young business operating in a cut-throat space facing strong competition, LT2 needed to increase their visibility and awareness within the market. Additionally, their website wasn’t doing the heavy lifting required to generate the volume of leads required to meet their business goals. LT2 engaged with You & Co to produce a lead generation centric website and brand awareness strategy to get their message out, and more leads in.
The solution involved close alignment of the developed content strategy with LT2s personas, ensuring that each conversion point on the website was targeted and personalised. The content strategy helped to drive the development of a persona-centric website geared towards lead generation, with defined journeys for each content asset. Content is presented to the visitor based on their persona, stage in the buyer's journey, and behaviour. This helps to increase engagement and session time. Marketing automation was also used to deliver relevant content via email once leads have converted, with engagement data from previous emails sent defining how further content is delivered.
The website was optimised for SEO to ensure it ranked well for the right search themes, and paid search channels were used to validate search themes, and to drive more qualified traffic to the website to further increase lead generation.
Growth Driven Design principles defined the ongoing development of the website, with optimisations implemented based on data and analytics, to further increase the effectiveness of lead generation and qualification.
Data and analytics were used to define updates and optimisations based on what had been working well, and what hadn’t. Landing pages were constantly measured and monitored with the aim of making incremental change to increase conversions. Special attention was paid to language and colour in this specific instance with such a broad customer base; changes were tested and implemented if successful. These optimisations contributed toward further gains in lead generation.
What was the effect of all this? Little Tokyo Two saw a 50% increase in leads and a 40% increase in customers from organic traffic. Importantly, their customer acquisition cost (CAC) through paid search was decreased by 80%, allowing for the same budget to yield far greater results, and allowed for increased confidence in paid media spend. Future data driven website optimisations will further amplify the effectiveness of these channels, and continue to help drive LT2 memberships.
The Strategy
Asset Creation
Tailoring asset creation to individual personas, and their position in the buyers journey to be used as key conversion points across the website.Growth Driven Design
Redesigned the LT2 website - introduced Growth-Driven Design approach, resulting in consistently improving conversion rates.SEO and PPC
Using SEO to do the heavy lifting and PPC to increase brand awareness and lead generation.50%
increase in leads through organic40%
increase in customers through organic80%
decrease in cost per customer through paid searchTelling a story, through thoughtful design
A series of useful assets, supporting the persona from startup to scale up.
Little Tokyo Two and You & Co worked together to create branded assets in line with a clean, professional and fun aesthetic.
To deliver results, asset creation needed to resonate and attract a broad range of personas, with attention grabbing colours with positive psychology principles for the get up and go their personas need.
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