Conversion Perk is a marketing agency founded by Devjeet Singh. It was launched in 2018 with a modest initial investment of just $3500.
Today, Conversion Perk is proudly partnered with top industry giants such as Google, Amazon, Microsoft Ads, Klaviyo, Semrush, and Hubspot. The agency has also received commendations on several third-party review platforms, including Clutch, GoodFirms, and AgencyVista.
How the company was founded
Devjeet finished his education during the 2008-09 recession. He hoped to gain hands-on experience through a 6-month industrial training program. Despite countless attempts, the economic downturn made it nearly impossible to land opportunities in his fields of interest.
During this challenging time, he found an unexpected path—Digital Marketing. A few college seniors encouraged him to explore it as a viable option for his industrial training. He took their advice and enrolled in a Digital Marketing program.
The experience was transformative for him. The art and science of SEO fascinated him. As he delved deeper, he became engrossed in every facet of Digital Marketing, from social media advertising to content strategy.
Devjeet began his career in junior roles and quickly transitioned to more senior positions in various agencies. He noticed a trend in the digital marketing industry in India. Many agencies were jacks of all trades. Their main strengths were in software development and web and mobile applications. Digital marketing was just a part of their portfolio, not the main focus.
This realization sparked a new ambition. Devjeet wanted to start an agency where marketing was the primary focus.
He resigned from his job and started Conversion Perk. With savings to last 5 to 6 months, he invested half in the agency. He rented a small office and hired 4-5 entry-level team members.
How he acquired the first few clients
Devjeet started reaching out to his network on LinkedIn, Twitter, and Facebook. Many hesitated or declined, but a few expressed interest. To establish trust and demonstrate capabilities, Devjeet offered additional services at no cost.
Most of these connections were small business owners with limited budgets. Getting something for free was huge for them.
Devjeet also set up an account on Upwork. The online freelance market is highly competitive. He offered complimentary services on Upwork as well. But his perseverance paid off.
He secured a client that consistently provided work and financial support. This ensured Devjeet could reliably pay office rent and staff salaries.
Referrals also became a lifeline. The relationships Devjeet had nurtured over the years started to bear fruit.
Current customer acquisition strategies
Devjeet employs multiple strategies to find new clients:
1. Facebook Ads: The Conversion Perk team spends hours analyzing audience behaviour. They create specific target groups, A/B test ad content, and refine their strategy based on performance metrics.
2. SEO: For Devjeet, SEO isn’t just about ranking on search engines; it’s about establishing authority. The team focuses on producing quality content that provides genuine value to readers. They optimize both on-page and off-page elements. But consistency is what truly made a difference.
They initially focused on “Hire” related keywords, which were easy to rank and had a high conversion rate. Keywords like “Hire PPC Expert” or “Hire Instagram Ad Experts” still work well for them.
3. Upwork: Devjeet started with small projects to get initial feedback and reviews. Once he had 10 reviews, all with 5-star ratings, he began bidding on more competitive projects. His experience with complex projects made the interview process easier.
4. Email Marketing: Retention is as important as acquisition for Conversion Perk. Instead of just sending promotional content, they share industry insights, updates, and exclusive offers tailored to subscribers. This personalized approach keeps subscribers engaged and often leads them back to their services.
30% of Conversion Perk’s customers come through Upwork, and a whopping 40% are through client referrals.
