Re-read that headline.
How would you like to replicate those results?
In this case study I’m going to open up and show you just how it can be done with almost complete transparency.
These results could be yours. Read on to find out how as we break it down step-by-step.
The Landing Page
As you can see, we start with a simple landing page and an opt-in form.
All of the valuable information is “above the fold”, showing clients what kind of service they’re looking at immediately. The opt-in form dominates the top half of the page.
This client has opted for a minimal interface for their free estimate offer. Just name, phone number, and e-mail in this instance. The opt-in form can be expanded, however, in order to get a better idea of what the client needs before the call is made.
For my solar clients, for instance, we might ask how much the lead is spending on electricity per month and whether or not there’s any shading on their roof throughout the day. The answers to these questions allow your salesperson to have a better up-front understanding of what the prospective client is looking for.
Below the opt-in form is an attractive layout which immediately shows social proof from Google Business reviews.
The page is hosted underneath a subdomain under the client’s branding. Since it stays under their name it also helps to build brand awareness in the long run.
The reason for using a subdomain is simple: it allows for easy placement of tracking so that the performance metrics of the opt-in form can be measured easily. Down to the dollar.
The landing page is near the top of the sales funnel.
The CRM System
The next piece of the puzzle is the Customer Relations Management(CRM) system that we use. After collecting the information through the landing page, the details end up here.
The program that we use is called ActiveCampaign.
For this example we have 1,200 contacts but many of them have been removed over the course of the year we’ve been working together.
Our normal process is to export the data and send it to our clients so they can put it in their own CRM system.
From here, things go into the marketing automating system.
The client is saved in the CRM system immediately after opting in. The information is then sent to the client with all of the details the homeowner opted in with. We can send the information via e-mail or SMS depending on the client’s needs.
We also send an e-mail to the homeowner letting them know that their opt-in has been received and they’ll be receiving a call soon.
Kind of makes door knocking look like too much work, doesn’t it?
We also engage in retargeting through ActiveCampaign. About 90% of the budget is used to bring in cold customers, but the remainder is used to keep our client in front of the lead.
Anyone who lands on the site will now begin to see ads from this client. They’ll show up on Facebook and through the Google Display Network. The targeted person will begin to see ads for the company, keeping the business at the top of their mind.
The End Results
Here we have a break down of the Facebook portion of the campaign.
In the last 30 days $2,835.95 has been spent.
This resulted in:
- Over 126,000 impressions
- An overall reach of 71,000 people
- 2,331 ad clicks at $1.22 each
- 338 long form leads with a CPL of $8.39 per lead
Considering third party lead services can charge upwards of $130 per lead for the same names and numbers which are going to every contractor in the area… things are looking pretty good.
On top of that we have a phone number which can be called. It’s in the proper area code but the call is forwarded to another number to allow for tracking. The only metrics tracked are the length of the call and the number of calls.
As you can see, this campaign has generated 65 calls over the last 30 days.
Adding the leads together we end up with 403 leads at a cost per lead of $7.03 per lead.
Does that sound better than you current CPL metrics?
If this sounds more promising than your current setup for lead generation, you’re not alone.
By driving down the costs per lead and continuously delivering predictable results we help businesses get the growth they’re looking for.
If you have any questions or want to know more about the process, then pop by MaxPerzon.com to find out more.
If you’re already convinced that we might be right for your business it’s time to opt-in. We’ve delivered proven results time-and-time again for our clients.If you think we might be a good fit, why not check out another free case study and schedule a consulting call?