"Our cooperation with Digiteam has been very smooth and fruitful. Digiteam's excellent understanding of our customers and the ability of their experts to define and distinguish the measures that are relevant to our needs have been key to the success and efficient execution of our projects. With Digiteam, we redesigned the website, launched LinkedIn advertising, native advertising and created an effective analytics platform for visitor tracking and advertising measurement. Digiteam provided and executed the projects with a consultative approach from planning to implementation, not forgetting regular follow-up and analytical support."
Titta Mantila, Managing Director, Oppiva Invest Oy

Digital marketing cooperation

The cooperation between Oppiva Invest and Digiteam started in early 2023.The collaboration started with regular marketing campaigns for funding rounds and the implementation of an analytics solution, but deepened over time. for the implementation of the website and maintenance.

Marketing objectives

The aim of Learning to Invest was to raise awareness of financing solutions among technology companies and the vocational education and training sector, which should lead to an increase in the number of applications for funding. There would be 3 funding rounds per year, with a 4-5 week application period.

The decision to apply for funding is not taken quickly by companies. The process of applying for capital loans and funding requires planning and thought. It was decided to start marketing the funding rounds a few weeks before they start and to continue until the end of the funding round. The aim of the first round was to familiarise the target groups with the start of the funding round so that they could prepare for it in good time.

This timing would help to attract the attention of businesses interested in funding at a sufficiently early stage and make the most efficient use of a limited marketing budget. The company was not yet widely known, which was reflected in the low number of visitors to the website.

Channel choices for digital marketing

The first stage of digital marketing was to identify target groups, industries, motivations, decision makers, and general business demographics. This was followed by planning the media choices and marketing formats that would best reach the target groups. 

Quite quickly it came down to LinkedIn and for native marketing. Oppiva Invest had a clear vision of the companies whose employees they wanted to reach, so LinkedIn's up-to-date information about the companies' employees and job titles was a perfect fit for targeting. Throughout the collaboration, we actively sparred with the target companies and ensured that the most potential players were included in the targeting. Thanks to Oppiva Invest's content and article production, native marketing was a perfect fit alongside LinkedIn advertising to reach the target audience in a multi-channel way, not relying on just one channel. At the same time, the desired message was given more repetition and visibility.

Taking into account the marketing budget, the topic to be marketed and the target audience, it was found that native advertising in the right media would provide broad visibility to the right target groups. Native advertising based on articles would allow a complex financial solution to be presented in an interesting and comprehensive way. 

The articles were produced in collaboration, with the topic and article coming from Oppiva Invest's own content producer. The topic and the article were sparred together with Digiteam and the theme and messages for the campaign were always created.

Implementation of analytics

When measuring marketing, it was of course important to find out how well the marketing reaches the right target group and how the marketing affects Oppiva Invest's visibility and visitor traffic in the longer term. There were no real hard conversions online.

The ongoing gdpr scandal and data privacy issues at the time meant that a state-owned company's website could not be considered for the Google Analytics use. On the other hand, the media selection did not use Google media, so using GA would not have been of any particular help either. 

A gdpr-friendly solution was identified as the best solution Snoobi, which was chosen for its clarity, ease of use, but above all for its ability to identify the companies that visited the site. This gave greater depth to the evaluation of the results.

Website renewal

After only a few rounds of funding, it became clear that the current website was limiting marketing, as well as updating content and the way content was presented. There was also room for improvement in content structure, visuals and navigation. Through good cooperation experiences on the website redesign with Digiteam. At the end of an excellent project, the website was launched and has been praised by both visitors and Oppiva Invest.