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“Mark & Dom built us our entire marketing strategy from the ground up, which meant we didn’t have to rely on lead providers to grow our business…”

230
Increase in sales
140
Increase in ROI
2
Months

Hunters Financial

Lead Generation

Goals

  • Increase number of qualified leads
  • Improve the return from leads
  • Implement email & SMS marketing

Overview

When we begun working with Hunters Financial, they were getting a stream of leads from their own campaigns, as well as from external lead providers. They had the capacity to take on more business, but the tight margins between their campaigns and their sales made it hard to scale safely.

They were also frustrated by poor lead quality – particularly from the external lead providers, but had no control over these campaigns. Additionally, they had realised that they weren’t doing enough when it came to nurturing leads, and could be getting more conversions from their ad spend if they had something in place.

What we did

  • Build new landing pages specifically for ad campaigns
  • Create new search ad campaigns
  • Put in place a 12-month long email & SMS lead nurture workflow
  • Create an automated tracking report to provide data on leads and sales

The first problem we pointed out with the current setup was that there was no way to see where actual sales were coming from in terms of keywords. This is a problem we see often, and results in advertisers focusing too much on cost-per-lead, and not enough on cost-per-sale of keywords.

With the new campaigns, we made it possible for us to track the performance of specific keywords in relation to sales, meaning the campaigns could be optimised for the right goal. This is a major issue caused by using external lead providers, especially when companies pay per lead, as the lead provider will optimise their campaigns for cost-per-lead, not cost-per-sale.

We used data alongside the new campaigns to determine which keywords were generating the biggest ROI, and we focused on prioritising them.

Then, we set up an email & SMS workflow to nurture the leads who didn’t immediately become paying customers.

Results

After the first month, the company stopped using external lead providers, and was able to increase total volume of leads without them, while increasing their return by 120%.

After month two, thanks to optimisation applied using the data, combined with the results from the email & SMS nurture workflows, ROI increased by another 20%.