In this case study we will look at the challenges Running Remote has faced whilst transitioning from an online event to organising an in-person/hybrid event again. Despite the challenges this brought, together we have reached goals and laid a foundation of great work for the coming years! Read further for more information.
What did we do?
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- Conversion optimisation
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- Website speed optimisation
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- Lead generation tracking optimisation
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- Social media and advertising strategy
Who is Running Remote?
Running Remote is an annual conference that aims to show industry leaders how remote work can benefit their businesses. From interesting workshops, talks, and leading figures presenting their ideas to the gathering of interesting people from all over the world sharing their experiences. Running Remote inspires businesses to reshape their workplace, for the better!
Why did Running Remote contact us?
In the years 2020 and 2021 Running Remote had to organise its annual in-person events online due to covid restrictions. In the year 2022, they could go back to organising an in-person/hybrid event again. They came to us to help them get more leads for their event, through website and conversion optimisation as well as a continuous social media presence and the use of advertisements.
‘’We hired Mowgli to a-z social media management – from organic to ads across all social media platforms. Mowgli also manages our website maintenance. Our team really enjoys working with Mowgli because they are very helpful, go the extra mile and always provide advice on the best practices. We do not intend to finish our contract any time, so here is to many more years of partnership!’’
Egor Borushko, Co-founder and producer of Running Remote
Challenges
One of the main challenges for Running Remote was to get people to attend their in-person event after organising only online events for two years during the pandemic. This transition, at a time in which people were not used to travelling for work, was challenging. Another challenge was to create a website that allowed them to track their leads better, to help optimise their lead-generation flow.
Our response and workflow
We started with the optimization of their website, the place in which their customers can buy their tickets to the conference. We worked on website speed optimisation, showcasing up-to-date graphic design, and constructing a website that helped (future) customers to converse. After this, we made a library full of content, intending to attract customers by portraying what the event is all about. Lastly, we focused on lead generation through social media and advertisement. Let’s look at it further.
Building a knowledge library full of content
One of the biggest projects for Running Remote was to create a knowledge library on their website in which people can look through video content that might inspire them to buy a ticket. This library shows the video content of all the past sessions and recordings of previous conferences. Topics such as ‘a remote community’, ‘founder insights’, and ‘transitioning into remote work’ are discussed. The best thing? It’s all for free; you just need to register. This registration means extra email addresses for Running Remote, which results in more potential clients they can approach through email marketing.
Advertisement and lead-generation
After the optimisation of the website and implementation of a Netflix-like library on their website, to get more leads in; we then focused on advertising. We analysed previous results and concluded that Running Remote advertisements are best used to create more awareness for their conferences. The actual selling of the tickets was often done through emails and social media. With this knowledge, we identified that the main goal of utilising advertisements is to create awareness and generate leads. This is why we have used a lot of videos in their ads, which works very well in creating awareness and a positive connotation with the brand.
Social media management
Lastly, we helped with their social media management to create a continuous stream of content, based on a tailored content calendar. We identified which topics would work well with their target audience and we created a structure, the actual content, and posted everything online. We experimented with reels and video content as well as content from the library we have previously created.
Results
One of the results that we were able to reach is more engagement on their social media accounts, especially on LinkedIn and Twitter, which are their two main social media channels. Through analysing their LinkedIn account we compared the years 2021 and 2022. We were able to up interactions with 2426%, clicks with 5158%, shares with 1173%, and impressions with 2628%. On Twitter we were able to increase interactions with 153%, clicks with 52%, and shares with 170%.
Besides, we have created a website and social media accounts with a more consistent look and feel. We have helped create a community on their social media channels by mentioning people, which created more engagement and sharing as a result. We saw that the most popular posts included the tagging of people in their online community. The best-performing posts were then boosted through advertisement.
The way forward
During the past years we have seen a lot of learning curves together with Running Remote, the optimisation of many aspects of their business has resulted in many reached goals. However, there is always room for more growth. This year (2023) their conference will be held in Lisbon and we are aiming to get more participants in. What we have seen in the past years is that we didn’t always have the right knowledge and data, and now we do. On this knowledge, we base our marketing decisions to get Running Remote more leads and participants.
