Case Study: Facebook Ad Lead Generation
Client: Local Cryotherapy Business
Service: Facebook Advertising
This business needed new leads generated on a regular basis. Before starting to work with me they were trying radio, direct mail and plain customer referrals and spending a lot of time with unclear results.
I identified the opportunity of a targeted lead generation system with Facebook advertising as the best solution for the business.
Let's start with the results. I mean who doesn't love those, right?
The campaign I created for my cryotherapy client was able to generate over 90 new clients in 30 days with a total of 296 leads for only $480 in ad spend. That means the owner still has 200 leads to move into a nurturing stage through email, retargeting and more to become clients in the future. Those 200 leads are warm since they already showed interest (still a win!).
3 Month Campaign Update: The original campaign is still generating regular leads but we added a second campaign for a new service: Cryofacial. Within the first 48 hours we had 16 booked appointments and 40 leads total to follow up with! At the end of the first month we had over 60 new paying cryofacial customers, 160 leads overall and 30 booked for the next month!
Step 1: Strategize
With every new campaign the most important state is the strategy. When starting with a new client I look for the sales and marketing funnel with the potential for the most return on investment.
Step 2: Develop
Once I have the strategy I begin the development process.
The campaign includes:
- Copywriting for the ads
- Copywriting the follow up email sequence & email setup
- Copy for follow up SMS text message
- The design of the Facebook ads
- Design and development of the landing pages
- Notifications to business owner as new leads come in
- Lead follow up spreadsheet
What I have noticed is that every business owner loves getting notified immediately each time a new lead is generated.
As soon as a lead is generated the owner or sales manager gets an email like this:
Then each client gets access to a Trello board where the leads get automatically populated with the full name, email address, phone number and time the lead was generated. This board allows me to see the status of each lead in the sales cycle.
You can see this client's set up below. New leads are placed in "New Client Leads" and then moved along the cycle.
The goal here was to get clients to call and book or book online so the team doesn't have to follow up on every lead. The only leads that need to be called are those that don't take action immediately. My goal is to get them to take that action!
Step 3: Launch
Once the strategy is created and the full campaign is in place we launch!
In this stage we start off small to start testing our assumptions, copy, audiences and more.
Step 4: Scale
Once we have the right formula for the down we start to increase the campaigns! We then continuously monitor, optimize and come up with new strategies to test.
If you need lead generation system for your business click below to book a call with me.