Client Background
For businesses that were reliant on regular face-to-face interactions, the pandemic has proven to be really rough. COVID restrictions have not only damaged supply chains, but they’ve killed sales as well. Just recently, a client of ours running a firm, was going through a really amplified version of this financial misery that the pandemic has brought for some businesses.
Unfortunately, soon after the pandemic hit, the firm started bleeding cash as most of its clients discontinued their representation agreements with the firm. Booking quality calls and adding new clients on board became a challenge with all the lockdowns and restrictions in place.
They soon realized that the existing approach of relying on referrals and industry connections to fuel the growth of their business would not be sustainable anymore. So the executive team decided to connect with a digital agency that can help them use the power of social media and digital marketing to win some high-converting potential client leads.
Early in October 2020, our sales department at Geek Haus received a call from a local firm that planned to hop onto the digital bandwagon and wanted one of our digital marketing gurus to manage the transition for them.
We set up a meeting with the client, sat down with his leadership team to discuss everything in detail, and shared an action plan that would help drive the firm out of the slump.
In the next 6 weeks that followed, we developed and launched a TOF campaign with a conservative total ad spend of $1,552. That brought in a total of $10,500 in up-front revenue for our client.
A whopping 676% return on investment!
Not only did we help them set up an effective landing page, but also efficiently integrated it with the Facebook Pixel to track results. We ran ads that reached out to 10,800+ potential clients, collected 115 high-converting leads with a 68% conversion rate, and achieved a CPL of $13.50. How did we do that?
Read through our complete journey as we map out the exact steps to help our client get the firm’s marketing back on track:
The Challenge
- To help our client win high-quality leads it was essential to understand the target client’s mindset. There were 2 major segments of the market that we wanted to target for this Firm. There are those who need our client’s services for a specific purpose (think one-time clients), and there are those that need more comprehensive service offerings (think ongoing representation with consistent billings). Small to medium-sized businesses fell into the latter category.
- It was important to understand the differentiating factors between the two audiences we were to target. Those that need one-time help from our client are likely to be more time-conscious and price-conscious. They want short-term results and are probably not interested in long-term benefits. They are also more likely to be searching on their mobile devices.
- Therefore, to cater to these two audiences, we had to customize the landing page for the firm.
- The client needed high-quality leads (form submissions) with conversions under $100 CPL.
- We had to evaluate each lead that filters through and optimize our ads for better lead quality for a higher conversion rate.
Our Strategy & Process
- We started our process by setting up a landing page.
- While our development team worked on the landing page, we started collecting as much information as possible about the firm’s ideal clients.
- With the data we collected, we created a few high-quality audiences on Facebook.
- Our visual geniuses and copy wizards created engaging assets and creatives to use for the TOF campaign
- Based on our understanding of the client’s business and industry, we defined measurable KPIs for the firm.
- We set up 3 ad sets and tested our target audiences in each ad set using 8 different creatives and 4 ad copies.
- We worked with a budget of $30/day, which we kept tweaking after reviewing the weekly results.
