Our Portfolio - Pedigitals

Pedro Andrew's Introduction To Digital Marketing Porfolio

Founder/CEO: Pedigitals

Professional Background

Business Development/Sales Manager

Training/Professional Courses

Professional Diploma In Digital Marketing Certification

(Powered By: Digital Marketing Skill Institute (DMSI))

Graduation Date:

August 2022

Pedro Andrew’s Professional Background?

I have been and still being a business development/Sales person in the Finance (lending sphere) industry for over 10 years. I have worked with 5 different lending companies with a start up company (Sycamore.ng) being the last. My last role was as a group head of sales for Sycamore.ng. I was in charge of leading the sales team by strategically implementing carefully thought and planned out sales/marketing strategies which saw the brand grew sales figures from a maximum historically recorded monthly sales of 40 million as at June 2020 when I joined to over 2 billion naira monthly sales in just 2 years. It is also noteworthy to know I joined as a team lead in June 2020 and won the best sales person for 2 years in a row (2020 and 2021). It was my excellent demonstration of my sales prowess that earned me the position of the group head of sales over my colleagues.

What Inspired You To Make A Career Change Into This Field?

Over the years, I noticed how sales and marketing has evolved from traditional sales to digital. I realized people grew more impatient listening to sales pitches from a random sales person on the streets and other public places. I also noticed the amount of time and attention my prospects spend on social media. Then I knew if I have to stay relevant in sales and marketing, then I need to evolve with the flow. So my desire to see companies profitable and my flare for plotting and implementing digital strategies has propelled me to make this switch.

With Your New Skillset, Where Do You See Yourself In The Next 5 Years?

with the amount of time I devote to digital strategies and helping brands land deals and increasing their income and brand growth in general, I see myself leading the digital marketing team/Head of growth and strategy with a result oriented company in 5 years.

What Are Your Skillsets Upon Completion of Professional Diploma Course In Digital Marketing?

Upon completion, I have added these skillsets to my arsenal and ready to implement them to better the bottom-line of any company I work with.

Social Media Marketing & Management (Facebook, Instagram, TikTok, Audience Network……)
YouTube Ad Campaign
Google Ads
Google Analytics
Social Media Competition Analysis
SEO & SEO Audit, Local & National SEO
Web Design: www.pedigitals.com (I built this site from the scratch on wordpress including the ceatives)
Planning, Strategizing and Implementing Customized Digital Marketing Strategies
Basic Graphic Designs on Canva (The creatives on pedigitals.com were all my designs from Canva including the site logo)

My Job Portfolio

Verdac is a fast rising graphic design brand in the tech space founded for the major purpose harnessing and grooming graphic designers from the scratch. They have a major clientele base in Nigeria, but are seriously breaking into major European countries like UK, Canada, USA, Scotland and the likes.

They noticed my skillsets and the performance of some demo campaigns I implemented during my Digital Marketing Skill Institute (DMSI) practical training and reached out to me to manage their social media campaigns. Before now, their major challenge was poor performing social media lead generation ad campaigns. The campaigns were not delivering as required.

When I took over the job, the first strategy I implemented was to work with the sales team to draft a customer averter/buyer personal. This was an important first step. Before I jump into running ads, I need to understand everything about their ideal audience, what they do, their affinities, pain points and what would satisfy their quest. Only after this first step will I be able create a suitable audience for them, draft ad copy(ies) and creative that will resonate with the ideal audience.

My next strategy was to create a sales/marketing funnel for the brand. This is very vital because it acts as a building plan to a construction engineer. The engineer always runs back to the building plan whenever he/she gets stuck along the line. Same does the sales funnel, it helps to put meaning and focus to your marketing/sales campaigns and help troubleshoot and pin point the exact problem in your campaign whenever you feel the desired objectives are not been met.

Then I went ahead to run the first ad and the rest was history. They recorded the highest signups since the start of the brand withing a month.

First step before the start of every campaign is to create your ideal audience. Not everyone is your customer. You won’t be selling a Tesla Model S Plaid to a high school student. That’s obviously not your ideal audience.

I discussed with the sales team at Verdac Tech to understand their the characteristics of their ideal audience. The picture by the left was the final draft of the audience I created using the information and gathered from the meeting with the team and it happens that this was what they have been missing. This is the reason their ad campaigns were not delivering as expected. Targeting is very key for the success of any campaign.

From my audience, you would notice I targeted people with specific interests/affinities. Since it was a graphic design brand, then the ideal audience would love anything around the tech space hence their affinity for software, creatives, graphic design and they are likely students who are looking for to slide into the IT world with a skill in graphic design. This how you target for your ads to reach the right audience who would take immediate actions.

Audience Creation

I created another sets of audiences. These audiences were created upon completion of the first campaign. With the help of some pixels I installed on the website and social media pages, I was able to track the activities of each visitor. I would say these are the most important audiences. They are audiences from; web visitors in the last 60days, Facebook/ Instagram post engagers for the last 60days, video viewers for the last 60 days.

Here is the reason I said they are the most important audience. These are the audience that are interested in your brand and what you do. They are your real/ideal audiences. These sets of audiences are easier to sell to than any fresh audience you would get. Hence the reason the performance on the second campaign totally outclassed the first despite targeting a tighter audience.

Web & Page Visitor's Audience

The results of a survey carried out on graphic designers indicated that over 70-80% of graphic designers chose the field because they wanted to do something related to Tech. However, they are also scared of writing codes. Hence the pick up line on my copy to capture the attention of the my ideal audience. They were able to resonate with the copy and the message from the videos and creatives were compelling. The video recorded over 1,300 view in just two weeks

Sample of The Instagram Post

Facebook is more of a text appeal media as against Instagram, which is a visual appeal media. Facebook reduces the qualities of medias you upload to it while Instagram enhances it. Hence the reason I ran the video to through Instagram and the creatives through Facebook.

Sample of The Facebook Post

Campaign's Demographic Distribution and Overall Performance

High Performing Tag

If you noticed from the picture on the left, my campaign was tagged as “High Performing” by Meta. Now Meta would only give this tag to a campaign with not just a high but an exceptional performance. How Meta does this is that it has an algorithm that cross compares campaigns with similar objectives and properties such as audience sizes, budget sizes and campaign objectives and determine the ones with optimum performance such as campaign objectives delivery and cost per click (CPC). Say similar campaigns with the highest conversion rate at the lowest cost gets the tag. Now that shows there is something intetional about my campaign that stood out.

Campaign Performance Analysis

This is the result of the website retargeting ad campaign;

Link Clicks: 98 visitors to the website was achieved in less than 3days of the campaign running.

CPC (Cost Per Click): This account is an naira account. So it only cost 86 naira per objective (which is in this case, website visits). This, compared to other similar campaign is really low for the ad delivery. And this helped the company to spend lesser on advertisement while achieving even more results.

CTR(Click Through Rate): This is the rate at which each visitor upon seeing your ad clicks on your link. And a lot of factors determines this ranging from how attractive and compelling your creatives and ad copies are to your CTA (Call To Action) and all. Note that according to Web FX an average or a good CTR should be around 0.5% and above. My ad from the above recorded about 3.66% which we would agree is enormous looking at the Tech Industry standard of 2.06%.

Lead Results: In just 2 weeks of the ad campaign running, it generated about 572 Website leads. This is an astronomical results in just two weeks with the tight budget and timeline I worked with. This also goes to show how detailed deliberate I can be when planning ad campaigns.

Reach & Impressions: The campaign had over about 40,000 reach and over 50,000 impressions which goes to show the high level of targeting implemented in this campaign.