Bitly Digital Marketing
Bitly's Multi-Channel Marketing Approach
At Bitly, I developed a strategic digital marketing plan that boosted our brand across key platforms. This integrated approach combined display ads, social media campaigns, and in-app messaging to create a seamless user experience.
Journey With Bitly
From Enterprise to Everyone
Leading the Shift to Self-Service Growth with Links and QR Codes
Bitly evolved from an enterprise-focused model to a self-service platform between 2017 and 2024. This shift made tools like branded links, QR codes, and analytics accessible to businesses of all sizes. Today, Bitly is a unified platform that helps users create seamless connections and achieve measurable results.
Problem – Opportunity – Campaign Goals
Driving Growth Through Strategic Digital Marketing
In 2020, Bitly reached a point of growth focus without a design playbook of how to target our customers. My task was to partner with our Director of Growth to focus on enhancing customer acquisition, brand recognition, and product awareness, for our evolving digital marketing initiatives growth strategy.
Feature Awareness
Pricing Plan Launch
With 2 quarterly feature pushers, my goal was to unify and develop targeted campaigns to showcase new features, emphasizing their benefits and applications to attract new users.
Bitly was introducing pandemic feature plans strategies for real estate sectors, restaurants and education. My goal was to create digital ADs to reflect these groups to move freemium to paid.
Brand Recognition
One of Bitly's company goals was to "protect the moat." I executed promotional activities that aligned with Bitly's brand values, boosting engagement and expanding market reach.
Integration Adoption
Connecting with integrations creates more seamless and sticky users. My goal was to create integration collections for leading platforms Salesforce, HubSpot, Zapier, and Hootsuite to show Bitly's potential.
Hypothesis Driven Design
Free user Signup Campaign
If we focus on increasing free user sign-ups and optimizing their journey through the funnel, we can significantly boost enterprise adoption and improve pipeline conversion rates.
This strategy aligns marketing and sales efforts to create a seamless user journey, ultimately enhancing Bitly’s growth and revenue potential. Design is the intersection to translate these tests to 10% users before moving to a broader audience.
Identified Areas – Opportunity Solutions
From Clicks to Paid Accounts
Our value chain transforms casual users into loyal enterprise customers through strategic acquisition, personalized engagement, and smart monetization.
Value Chain
The Bitly Journey
and Deliverables
Casual users shortening links are guided through our funnel to convert. Design deliverables from ADs and pages help uncover paid-ready consumers.
User Journey
Prioritization vs Impact Matrix
Focus Across
Design Deliverables
I prioritized key areas of our value chain to maximize impact, focusing on high-value activities that drive user acquisition, engagement, and monetization, ensuring efficient resource allocation and accelerated growth.
Insight – Measurable Goals – Outcomes
Driving Free-to-Basic Sign-Ups and Enterprise Conversions
Through testing to piloting, Bitly's efforts to guide users through the funnel, from free sign-ups to enterprise deals, have shown strong results. This resulted in 10 qualified leads daily, generating north of $420k in revenue.
Increase Free Sign-Ups
Through our test to launches we maintained approximately 4000 daily signups tracking through Optimizely and G4. Traffic, clicks and signups were measured across our lifecycle email clicks, AD clicks, landing page engagement and captured signup data in product. Time to market and revenue generation were our wins.
Improve Lead Flow
Measured: Product Qualified Lead was measured (percentage of basic users identified as enterprise leads who convert into deals)
Outcome: 15% conversion rate from basic to enterprise, with high-value deals driven by in product SMS features and QR code creation.
Testimonial
Liliya Elogullari – Sr. Digital Marketing Manager, Bitly
Edison would be a valuable add to any team as he is humble, kind, and has real talent when it comes to design.
Edison was the lead designer from company wide projects to smaller projects that supported my role in online advertising. I had the privilege of working with Edison at Bitly for two years, collaborating closely on B2B digital marketing initiatives. His expertise graphics improved my paid social and search campaigns, along with her strategic approach to landing page A/B testing and conversion rate optimization (CRO) – consistently delivering measurable results.