Conversion Increased 450%

Background

Chequed.com helps companies find better hires faster and with less effort.

The company offers a suite of online workforce selection tools that are scientifically validated to identify high potential talent and screen out low potentials early in the screening process.

Challenge

Founded in 2008, Chequed has venture-backing, but as a relatively new company, lacks the brand recognition of their competitors, who have been in the market longer.

The company launched an email marketing campaign, sending a series of articles to a list of purchased email addresses. The outreach did generate leads, but only a few a week and the majority of them weren’t really interested in speaking with a Chequed salesperson.

Solution

Hooked worked with Chequed to brainstorm topics that address pain points for the company’s market, mostly human resources directors and hiring managers.

Through online research and interviews with subject matter experts, we gathered information to write a series of articles that allowed Chequed to share their industry expertise around these topics.

The articles were written to satisfy three key criteria of compelling content:

1. They share information that’s truly valuable to Chequed’s market
2. They are written from the customer’s—not Chequed’s—point of view
3. They’re conversational—meaning they’re written like a person talks and don’t include jargon or overly complex sentence structure.

Results

By the third emailed article, the number of downloads had increased 205%, and—more importantly—there was a 450% increase in the number of those downloads that converted to a conversation with the prospect.

Read a sample from the email campaign