Case Studies
How a Conversion Campaign on Facebook Lead to Dramatically High Return On Investments (ROIs)
THE CASE STUDY
The US based beauty brand “Sparkle Beauty” wanted to increase their brand visibility and boost their sales, with special focus on their newly launched build-able and blend-able, high coverage foundations and their long-wearing, lightweight formula liquid lipsticks.
With an effective Facebook ads marketing strategy, Beauty Sparkle was able to achieve new milestones of:
- A whopping THREE TIMES increase in Return On Ad Spend (ROAS)
- Almost 70% decrease cost per click and cost per conversion
THE BRAND STORY
Sparkle Beauty is primarily a US based brand launched by a female entrepreneur who believes in women empowerment, and is dedicated to to creating products that are purely organic and cruelty free.
Their mantra “For Women By Women” resonates with the fact that their business is entirely women-led. Their super talented team understands the wide variety of skin tones and undertones of people around the globe and hence, they are passionate about formulating products that are functional for all.
THE PLAN
1.
The first and the foremost step to considerably intensify sales was to increase brand awareness by reaching a larger audience targeting women interested in beauty and cosmetics.
2.
To capture attention and boost audience engagement.
3.
Stand out among the competitors by developing a highly creative strategy that highlights the goodness of the products with the most charismatic visuals possible, both in videos and in pictures.
4.
Optimize the landing page for maximum conversions to generate as many sales as possible.
5.
As about 99% of the Facebook users use mobiles to access the application, make sure that all the visuals are mobile friendly.
6.
Generate content that develops trust to raise the purchase rate further.
THE WORK OUT
Raising consideration and brand awareness required a vigorous plan of action. Above all, this involved defining the target audience which, undoubtedly, included men and women interested in beauty, cosmetics and skin care.
This helped us reach people who are genuinely interested in purchasing Sparkle Beauty products, thereby shooting up the probability of producing high quality leads and sales. In addition to this, targeting a particular community also cut down the investment costs in advertising.
Next important step was to create effective advertisements that highly appeal to the visual and auditory senses. For this purpose, we made use of high quality video marketing which showed women of varying skin tones looking their most beautiful self in Sparkle Beauty’s long-lasting cream foundations. This aspect of the video highlighted the 35 different foundation shades launched by the brand to match all skin complexions in their bid to create beauty products for women of all colors. This brought the whole hype machine to go with it and ultimately, brought an astounding number of sales!
To stress upon the all-day-long characteristic of their liquid lipsticks and foundations, women in the video were shown to be enjoying various activities throughout the day like cycling, jogging and a girls day out with their makeup staying intact. This delivered the distinctive and impactful message of looking dazzling and flawless all day long (and thus, turning more customer heads towards Sparkle Beauty’s products and thereby, raising the sales graph).
Such ad visuals also gave the brand a significant edge over other businesses of its kind, making them stand out and invincible among the competitor’s products. This marketing technique drastically improved ROIs and dipped down cost per action (CPAs)
To drive consideration and boost audience engagement, pols were added to the image and video ads, both in Facebook News feed and stories. This revealed what products are the audience most interested in with a plus point of it raising the probability of leaving a memory trace in those who engage with the ad. Hence, it helped shot up leads and sales.
A very crucial step in our conversion campaign focused on optimizing Sparkle Beauty’s landing page for maximum conversions. We noticed that it had long paragraphs of texts underneath the products that no one would want to read with no hero image included, making the page look limp and plain. Furthermore, right on the top of the funnel, their landing page had three call to action buttons: “order now”, “view more” and “sign up for updates” all bundled together (with the same same style and colour), making it too overwhelming for the visitor and increasing the bounce rate.
The whole landing page was revamped to include only the key details of each product with an intriguing hero image that communicates with the customer. The multiple navigation links were cut out and the CTAs were toned down to 2 with contrasting colors to maintain their effectiveness.
THE RESULT
All the hard work paid off like a dream and the results were much better than expected. Between the months of January 15 and March 15, 2023:
- ROAS increased by THREE TIMES, generating a large revenue.
- Cost per clicks, cost per purchase and cost per action dipped down tremendously.
The campaign was simply an outstanding story of success.
How a snack brand with Facebook advertising Resulted in a Rapidly Rising Conversion Rate
THE CASE STUDY
The recently launched, delectable snack brand “YUMLICIOUS” wanted to expand its brand presence, step up its sales, and gain and retain as many customers as possible. They aimed to establish themselves as a means of boosting energy between meals while being a kick for the taste buds with their well though-out tagline “Lets Snack Healthy”
With a Facebook advertising strategy specifically tailored to their business and their goals, YUMLICIOUS was able to reach a conversion rate that certainly blew their expectations:
- A 300% increase in product searches which meant more website traffic, more purchases and hence, greater profits!
- A whopping SEVEN TIMES increase in Return On Ad Spend (ROAS)
The campaign, beyond the shadow of a doubt, was through and through successful.
THE BRAND STORY
YUMLICIOUS is a snack brand that was founded in 2015 with the idea of encouraging healthy eating habits with snacks. Keeping their motive of wholesome snacking at the core, they make sure that their tidbits are still finger-licking good.
With the ever rising trend of snacking around the globe, they sit distinguished from the rest with their unique purpose of:
Creating products that are energizing to keep one active throughout the day
Supply extra nutrients
Curb hunger attacks in between meals to stave off munching on unhealthy foodstuff.
They offer a wide variety of flavorsome snacks that range from salted, crunchy chickpeas to Cajun style pistachios, organic beef sticks, and fruit drinks.
THE PLAN
1.
Set a unique brand identity that gives an edge to the business over the many other snack competitors by highlighting the healthy eating agenda in a highly recognizable way.
2.
Provide an improved user experience on YUMLICIOUS landing page by making a good first impression, staying not only appealing but highly relevant and using attractive Call to action (CTA) buttons.
3.
Make sure that all the visuals are mobile first to create effective mobile ad campaigns as most of the Facebook users access the application using a mobile phone.
4.
Expand brand consideration and awareness with Facebook Ads Targeting to get our ads in front of people who are most likely to engage with them and buy them.
THE WORK OUT
The most imperative step in promoting and selling healthy eating habits is to target the right audience. Since the present generation tends to steer towards snacking habits to sustain their energy levels throughout the day, with the right marketing workup, YUMLICIOUS stood a good chance of scaling great heights.
For this reason, targeted communities included:
Health conscious individuals who want to stay fit but energized. These included people interested in health and fitness, in going to the gym, and in exercising.
People who pay a strict eye to their calorific intake and want to control their weight. Such people prefer to avoid a snack high in calories and hence, would opt for a healthier option like YUMLICIOUS. Thus, individuals with a lifestyle that focuses on nutrition and diet.
Athletes or others who are into sports and need to power themselves after a match with a light snack or drink.
Parents who are looking for a healthy snack for their kids that would be enjoyable and nourishing at the same time.
After defining the target audience, we moved to the next step of creating a unique brand identity that would be enticing and memorable.
We were able to accomplish this by deciding on a vibrant, uniform color palette and applied that one to not only all the image and video advertisements but also, to their landing page and website. This made the healthy snack brand business stand distinctive from all its competitors. The stunning reds with mint greens and sunny yellows would automatically be associated with YUMLICIOUS and its products and increased the likelihood of leaving a lasting memory trace.
This together with the addition of quirky, 3 dimensional clip art graphics was what gave our business a characteristic personality with a brand story.
Next, we worked on the Landing page to provide a more user-friendly experience in order to decrease the customers bouncing back off of it. We went for a minimalist design in line with our color palette that captured the prospect’s attention immediately. This together with strong and clear Call to Action buttons of “FIND YOUR FAVORITE FLAVOR” and “TRY NOW” were placed throughout.
These attractive CTAs achieves 2 purposes: to get the potential prospects to explore the variety of healthy snacking options available (and find the one most suited to their taste buds that would ultimately result in purchases) and urge the customers to order their wellness snacks without a delay.
In a bid to build trust, credibility and authenticity, we included top rated reviews of our best-selling healthy snack recipes and added some laden with happiness comments of our loyal customers. These highlighted how the wellness infused snacks help them stay fit and energized and at the same time, offer a palatable experience. Such social stats were an infinite boost to our conversion campaign and brought in an unbelievable number of sales from our target audience.
The copy was kept short and sweet to keep the tour interesting and ensured that the information form at the end was kept as brief and useful as possible. This data which included email address allowed us to target and re-target our customers via email marketing to keep them updated with newly launched products and any amazing offers/deals.
These factors dramatically increased our Facebook ads quality score went from 3.3 to a marvelous 8.1 and ultimately, a tremendous drop in Cost Per Click (CPC) and Cost Per Action (CPA) while the average conversion rate sky dived!
THE RESULT
Our lead generation and engagement campaign on Facebook brought an impressively high conversion rate that soared up Return On Ad Spend (ROAS) like wild fire.
- A landing page conversion rate of more than 3.2%
- About 4X increase in Return On Ad Spend (ROAS), generating the highest revenues since the birth of the brand.
- Between 6th January to 6th March 2023, there were 2100 products sold – the greatest ever since the brand had launched.
This was one of our exemplary campaigns with noteworthy success.
How a Lead Generation Campaign Flooded the Sales Pipeline With Hundreds of Prospective Customers in Just a Few Months
THE CASE STUDY
Fitness First is a health club that provides a safe, positive and aspirational atmosphere for all workout sessions. It aimed to create a highly functional campaign to to capture attention and generate interest around their motto of “Fitness is happiness” to expand their brand reach and create a continuous flow of inbound leads in the hyper-competitive environment of the fitness industry.
With high level Facebook marketing tactics specifically designed to meet Fitness First objectives, exponential amount of sustainable growth became inevitable which, in turn, that generated massive revenues:
- Facebook Ad Quality Rank of above average (meaning that the ad competed very well with other brands targeting the same audience)
- Facebook Ad Quality score dramatically rising up from a disappointing 2.1 to an unbelievable 8.5!
- Cost per click (CPCs) and cost per lead (CPLs) dropped down significantly, cutting down the advertisement costs
- A Return On Ad Spend of close to 8 TIMES the original value!
The campaign drove a magnanimous number of high quality leads and registrations, making every penny spent on the campaign worth it.
THE BRAND STORY
Fitness first was brought into being in Canada with the belief that exercise is fundamental for both physical and mental health. For this purpose, Fitness First is a fitness training center that not only helps its users to gain muscle with their array of training services but also focuses on the provision of a zero-judgement, uplifting and encouraging zone for weight control.
Perks that come with joining Fitness First training center include:
A large selection of the best and latest workout equipment for every body part
A hygienic and well spaced-out environment
On-site, professional trainers to lead, instruct and encourage individuals for their daily exercise plans
A caring and friendly staff
Diet and eating advice directly from a nutritionist
An outdoor gym for the summer months
THE PLAN
We devised a marketing strategy that centered around getting as many signs up for our brand’s all-inclusive gym membership as possible. Keeping in mind the super competitive nature of the fitness industry, our approach needed to be customer focused and up to date. Our lead generation campaign focused on:
1.
To interact with relevant people, and to keep the advertisements costs to a minimum (and profits to a maximum), the custom audience list needed to be updated
2.
To tackle with the furious competition in the industry, produce video models that highlights the business story and give a quick rundown on what the customer should expect from our training center
3.
Create a benefit focused copy that connects with the potential customers and exploits the value of our services to them
4.
Create irresistible lead magnets by giving out time limited offers that encourages the customers to act quickly
5.
An outstanding landing page/website that appeals to the customer to encourage them to sign up for the gym membership.
THE WORK OUT
Owing to the increased health awareness together with high obesity rates, the demand for fitness centers have increased dramatically. In addition, there is a rise in gym culture because gyms are seen as places to bust stress and anxiety due to the pool of endorphins released by the brain. Hence, Fitness First has the potential to become one of the leading fitness centers, but only, with the right advertisements.
Our first step was narrowing our target audience via Facebook Custom Audiences.The most common fitness market segments were targeted to help our business grow while cutting down the investments costs. These included:
One of the biggest markets for the fitness industry is people interested in weight loss – be it a short term weight loss goal for an event or a more serious weight loss journey (for e.g for the obese population). These people need a judgement free zone to exercise.
Body builders as they are tremendously dedicated to building their muscle mass and strength. This segment of the market need heavy training (e.g heavy weight lifting) and expert trainers.
Sportsmen and women also need to stay fit and healthy to perform at their personal best. This segment can include everyone from soccer and rugby players to swimmers and runners. This population require specialized and up to date gym equipment.
Fitness First meets the prerequisites of all the three market segments which meant that their only issue was ineffective advertising of their fitness arena.
After defining the target audience, we had to communicate the availability of these requirements of the people interested in fitness in a creative and a convincing manner.
For this purpose, we decided on creating stunning visuals in the form of videos that shows the range of compelling gym equipment options available along with a demo of the products to capture attention and trigger interest of the target audience.
The short demos display the special features of each of the machines, the group of muscles (or area of body) it targets and the way it has to be used. The videos were also optimized for no-sound since 85% of the videos on Facebook are watched without sound by the users.
In order to give our brand an edge over its competitors, our video included a set of several women, with light and heavy bodies in different shapes, being happy and content after their daily gym session. This highlighted the mood elevating effect of exercise and at the same time, lowers the work out standards that are too hard to achieve, hence, encouraging more people to join the fitness center.
Another aspect of our marketing strategy included testimonial videos because, undoubtedly, viewers are much more likely to trust the word of a customer over the brand itself. Thus, we included videos of our clients describing their journeys at Fitness First and how it benefited them.
Each client was also asked to mention their favourite thing about the center which resulted in responses like professional trainers’ guidance, a spacious place to exercise, a friendly environment and even, “a good place to make new friends”. Because social proof really sells, this plan stepped up the campaign and resulted in tonnes of registrations in just a few weeks!
Next, we devised a scheme to make the Landing page so compelling that it would be impossible to leave it without the user performing the desired action. We were able to do this by providing engrossing lead magnets. All those who clicked on the ad were presented with 3 compelling offers out of which they had to choose one (psychology of choice):
1.
Free 2 hour training session
2.
A 2 day free pass
3.
Meal planning guide
The offers made a big difference, resulting in an intense increase in the number of new leads and therefore, a remarkable rise in profits.
THE RESULT
Our lead generation campaign was tremendously successful with a massive number of new inbound leads within JUST THREE MONTHS.
- Our landing page conversion rate soared up to 3.5% which was the highest ever the brand had experienced
- About FIVE TIMES increase in Return On Ad Spend (ROAS)
- Facebook ad quality score rose up to a fantastic 8.5!
- CPCs and CPLs stooped down to a large extent, resulting in a decrease in the cost of investment (and so, higher profitability)
The campaign was undeniably a wild success.
How a Robust Lead Generation Programme Resulted in a Remarkable Growth of Customer Base and a Rapid Rise in New Bookings
THE CASE STUDY
The Hotel Grande, based in New York City, offers luxurious hotel facilities to travelers and tourists with the mantra, “feel at home while being away”. Owing to the travel restrictions in many countries due to COVID-19, reduced allowed capacity for airlines and the temporary shut down of hotels, The Hotel Grande was hit hard.
With the reopening of borders for national and international tourists, the hospitality industry has begun to thrive as people rush to book holidays after being locked for a long time. In such a scenario, The Hotel Grande wanted to take advantage of the situation to expand their customer base and get more bookings.
With a marketing strategy customized to the goals of The Hotel Grande, we were able to tailor effective Facebook advertisements that lets the potential guests to have a delightful experience of the hotel amenities from wherever they are. We were able to make the following marvellous achievements:
- We were able to shoot up the number of leads to almost 2000 with only $2.00 per lead – an unbelievably low cost per lead (CPL). These dipping cost per lead and cost per click were achieved in period of just 6 months!
- The profit margin of The Hotel Grande rose up to about 23% which meant a revenue of more than THREE TIMES they originally generated
- Facebook Ad Quality score rose up from a disappointing 2.2 to an fantastic 8.4 which translated into much lower advertisement costs
- A Return On Ad Spend (ROAS) of almost SIX TIMES the original value.
Our lead generation drive certainly blew our client’s expectations with the large value of total revenue at the end of 6 months. As our client said, “Given the returns, I am more than happy to invest and would love to do it again!”
THE BRAND STORY
The Hotel Grande, or “a home away from home”, is a 5 star hotel that that provides luxury hotel facilities adorned with comfort and deluxe surroundings. It makes vacations and business trips easy to plan, affordable, convenient and certainly, an experience that is worth the while. Offering a variety of accommodations to pick out from, each with a sophisticated style, European architecture and a cosy atmosphere, it is impossible to not be able to find a place that you will love.
Some of the unique services that sets The Hotel Grande apart from all the rest out there include:
Car rental services
Excursions and local travel guides
An on-call doctor availability
A 24 hour room service
Chauffeurs and valet parking services
Apart from these, they have an all-time WiFi internet throughout the entire hotel, swimming pools, saunas, conference rooms and even a gym facility.
THE PLAN
Our marketing strategy was specifically custom designed to the objectives of The Hotel Grande. After assessing the location of the hotel, the services it offers, the facilities available, its special features and its accommodation in detail, we were able to formulate a plan that was all set to meet all the expectations set by our client.
1.
Expand brand consideration and awareness with Facebook Ads Targeting to get our ads in front of people who are most likely to engage with them and consider them. This would cut down the costs of advertising.
2.
One of our main strategy plan included advertising the location as much as advertising the amenities that the hotel has to offer. Undoubtedly, a top rated room service and a sauna would be an attractive shot but how interesting the locality is can turn many heads and soar up the bookings.
3.
Keep the website design regal but minimalist, and the navigation as simple as possible. Considering the extremely high rate of abandonment in online hotel booking processes, the booking process had to be made straightforward and as easy as possible.
4.
Create attractive customer loyalty programs to retain customers and hence, create a more sustainable flow of guests
5.
Because excellent reviews are critical to the booking’s of any hotel, feature positive reviews of happy customers to gain trust, credibility and authenticity.
6.
Give virtual reality tours to give the prospective customers an experience of the hotel from wherever they are. For this purpose, we decided to produce video models that gives the viewers a “feel” of how phenomenal their stay will be.
THE WORK OUT
Amid the pandemic, travel and tourism had come to a standstill, and the hospitality industry had to suffer a devastating loss. However, the industry is all set on the path towards growth and in the US, it is now one of the fastest growing employers. In fact, the market for leisure and travel is projected to continue to grow by several percent in the coming years.
Keeping this information in mind, The Hotel Grande had the potential to scale new heights after the offset of COVID 19.
Our first and foremost step was to use Facebook Custom Audiences to target particular segments of the population. The idea behind this was to increase our company’s competitive positioning and increase revenue generated per customer. Our target audiences included:
Tourists who want to visit New York City for all its special attractions and iconic sights, and are looking for a place to place to stay. Advertising the location of the hotel would be an excellent way of shooting up the number of bookings.
Business travelers on business trips who need a quiet environment to conduct their meetings and are in need of communication and transportation facilities. Marketing the facilities offered by the hotel like conference rooms and car rental services would be a smart way to catch their attention.
Freshly married couples on a honeymoon would would require a beautiful and comfortable accommodation that feels like home. The cozy atmosphere, breathtaking sights and other attractive facilities of The Hotel Grande would get them to make a reservation, if marketed correctly.
After defining our target marketing segments, we worked on creating compelling ad creatives to capture attention and trigger interest of our potential customers.
For this purpose, we decided on creating charismatic video models that targeted the marketing segments in their own unique way.
In order to appeal to the tourists, couples and those on a vacation, we devised video advertisements that marketed the location of The Hotel Grande. The picturesque sights of the Central Park, the Brestheda Terrace and Fountain and other nearby locations were displayed in a way that’s a feast to the eyes. This, together with the stunning rooftop arrangements, beautiful outdoor terraces, and a cute cafe within the hotel itself were shown in a creative manner in our video models. This dramatically set a rise in the number of reservations from this marketing segment.
Targeting the business community, we produced great explainer videos that showed the spacious, sound-proof and convenient hotel amenities like meeting and conference rooms, along with specific facilities that would befit the corporate clients like car rental services, chauffeurs, free and fast WiFi etc. This encouraged the business people to book their rooms at The Hotel Grande, resulting in tonnes of reservations over a span of a few months.
Such virtual reality tours of our hotel stressed on how the guests would enjoy first-class services, top-notch facilities and an experience that they would never forget.
Next, we worked on the website to provide a more user-friendly experience in order to decrease the customers bouncing back off of it. We went for a minimalist but royal design with simple, clear navigation. We made sure that the website was mobile friendly through a responsive web design and direct online bookings were made possible considering the fact that many customers prefer making a direct online reservation over calling and mailng. A direct booking system also meant that customers could make a reservation at any time, regardless of the duty hours.
In addition, a well written copy that highlights all the unique features about the hotel in nice, descriptive manner appealing to the senses was incorporated into the website. A whole section, “Reviews and Testimonials” was included in the website that highlights all the happy comments of customers since many clients rely on social stats before they select a place to stay.
Our vigorous Lead oriented marketing plan resulted in an intense increase in the number of new leads and therefore, a remarkable rise in profits!
THE RESULT
Our lead generation strategy was tremendously successful with a massive number of new inbound leads that generated magnanimous profits and helped our client achieve growth that surpassed their growth goals.
- Our landing page conversion rate soared up to a remarkable 3.3%
- Return On Ad Spend (ROAS) sky dived to about FIVE TIMES the original value which was indeed a major accomplishment
- Cost per Click (CPCs) and Cost per Lead (CPLs) dropped down owing the improvement in Facebook ad quality score . This further maximized the profits.
The campaign was simply an outstanding story of success.
How a Successful Lead Generation Strategy Helped Develop High Quality Prospects and High Value Customers, Leading to Spiraling Brand Growth
THE CASE STUDY
Smile Solutions is a cosmetic dental clinic that vows on giving individuals a smile makeover that can have life a transforming experience and lasting results. In order to survive in the extremely competitive nature of cosmetic dentistry industry, Smile Solutions had been looking for effective new ways of growing their dental practice and boosting revenue.
Most patients looking for a dental procedure are very cautious in acquiring the best services available and value a caring and a supportive dentist. This together with the fact that most aesthetic dental procedures are heavy on the pocket, patients tend to do detailed online research before choosing their dentist.
This makes effective digital marketing tremendously useful for a long-term dental practice growth and in generating great profits. Keeping this in mind, a lead generation campaign was specifically devised to meet our brand’s goals and objectives which involved compelling visuals, an easy to navigate website and other marketing tools. With such tactics, we were able to make the following marvellous accomplishments:
- A remarkable rise in the Return On Ad Spend (ROAS) by FOUR TIMES – meaning that every dollar spent in advertisement came back as 4 dollars. This together with a dramatic rise in the number of appointments resulted in a sharp rise in the overall profits!
- With more effective ads, Cost per Click (CPCs) and Cost per Lead (CPLs) dropped significantly low, cutting down the advertisement costs and hence, further maximizing profits.
- A Click-through rate of higher than ever before. This reflected that our ad creatives and the compelling copy was very efficacious in getting users to click on the ads they came across.
- A spiked up conversion rate on the website, indicating the importance of keeping the landing page and website up to date and in line with the best and battle-tested marketing schemes.
With this lead generation campaign, we were able to drive a magnanimous number of high quality leads and hence, drastically high appointments at the dentist.
THE BRAND STORY
Smile Solutions is a verified cosmetic dental clinic based in Canada that aims to provide smile enhancements with the latest technologies and the most up-to-date treatment plans. One of the foundational beliefs of the brand is that such aesthetic procedures should be viewed as an investment in one’s own self for their happiness and well being.
Some of their services that can give you a gorgeous, dazzling smile include:
Professional teeth whitening
Dental bonding (Adhesive bonding and composite bonding)
Dental veneers (Porcelain, ceramic and composite veneers)
Invisalign
Dental implants
Cosmetic dentistry like fillings to treat cavities and crowns for chipped or cracked teeth, to correct gaps between teeth or to change tooth shape.
THE PLAN
According to research, about 75% of people search for a new healthcare provider or a dentist online which means that with a targeted and an efficient digital marketing strategy that is custom designed to the needs of our brand, it could achieve or even, well surpass its designated growth goals.
After detailed communication with our client and a comprehensive evaluation of the brand, we developed a vigorous marketing plan that had the following core steps:
1.
Since most of the procedures involved in cosmetic dentistry are costly, it is very important to build credibility to create trust among the prospective customers. To achieve this, we decided to build a strong brand identity. This would not only establish Smiles Solutions as a highly reliable choice but also, make it stand out among the competitors resulting in more leads and appointments.
2.
With Facebook ad targeting, it is possible to target people by their location, demographics, behaviors and interests and even lookalike audiences. This makes it easy to reach prospects who would be most interested in cosmetic dental procedures, making the marketing efforts more efficient and affordable.
3.
Redesign the landing page and website to make it more professional, informative and appealing. In addition, add an online appointment booking feature to save customers (and the staff) from the hassle of phone calls plus making bookings possible around the clock.
4.
Create a benefit-driven copy that explains the value of each of the dental services to the prospects in an enticing manner.
5.
Develop the most effective form of visuals for the cosmetic dentistry industry and that is, a series of stunning before and after photos. Such drastic patient results can be reassuring for patients who struggle with a chipped or a crooked tooth or any other dental problem embarrassing for them. Furthermore, this will build the confidence of prospective patients in Smile Solutions.
6.
Feature positive reviews of happy customers to gain trust, credibility and authenticity. These are essential for costly procedures like those of cosmetic dentistry and encourage patients to make schedule an appointment.
THE WORK OUT
Since Facebook is the most popular social media application with about 2.9 billion active monthly users, it certainly had the potential of setting our client’s brand on an upward trend with regards to the number of appointments and revenue generated. Thus, we devised a marketing strategy that not only focused on high impact dental ads, but also, upon building a landing page and website that was all set to convert.
Since our client’s dental clinic is in a high competition zone to which he had lost money recently, the budget was limited. For this purpose, it was important to target a highly specific market to make sure that our ads reached the most ideal customer base who would be most likely to buy them.
The most important marketing segments for our dental clinic centered around:
Location of our dental clinic
Income level of prospective patients. It was obviously essential to engage potential customers who had enough finances to expend on cosmetic dental procedures.
People interested in oral care, cosmetics and beauty products in the “behaviour” section of our Facebook Ad Targeting.
Indviduals in the media industry for example fashion models and broadcast journalists.
We vigorously tested these audiences against the website visitors.
Defining our target audiences made our campaign efficient and cost-effective.
Next, we focused on developing Smile Solutions as a recognizable brand that stood above the crowd since a prospect would be able to trust and pay more readily for a well established company. We were able to achieve this by creating consistency and clarity, in illustration styles, appearance, tone, fonts etc throughout our campaign; in our ads, landing page and website.
We created a unique, catchy tagline, “An extra mile for your SMILE” that certainly made Smile Solutions memorable and distinct among our prospective patients. Our tagline conveyed how our staff was dedicated to create a balanced, symmetrical, beautiful and a pearly white smile and thus, helped differentiate our brand from the rest.
The effectiveness of our tagline was ramped up with a well written copy on our client’s landing page that made it shift from bland and uninspiring to one that could create an emotional reaction. Our copy honed in on the benefits that our services brought to them in a sentimental way by elaborating on feelings like confidence, self-esteem, positivity and even good connections that come with a great smile.
We redesigned the whole website to make it more professional, appealing and easy to navigate. The dentist and supporting staff profiles were added which highlighted their education, experience and expertise together with a summary of all the services available.
Next, a detailed photo gallery was added that featured before and after images of customers together with what each customer had to say about their treatment. This helped build trust and credibility, and encouraged prospects with similar problems to schedule an appointment. In addition, we added a page devoted to testimonials as they are absolutely critical for an industry like this. An online appointment booking from was also added to never miss a sale.
In addition, we decided to go one step further by coming up with unique ideas for our video models that addressed the customers’ concerns in a creative manner for example, a video ad showed how a patient with dental implants and crowns was perfectly comfortable biting into an apple. This showed how, with skilled hands and best quality materials at Smile Solutions, it was possible to live a normal life with a beautiful smile.
Our marketing strategy was a real game changer for Smile Solutions as it resulted in a substantial rise in the number of calls and appointments to, generating great revenue.
THE RESULT
Our lead generation strategy was an extra ordinary example of success with its results exceeding our client’s expectations, as she said, “I thought I was about to lose my business to the new clinics opening in the hub but it’s a save!”
- A remarkable rise in the Return On Ad Spend (ROAS) by FOUR TIMES!
- With more effective ads, Cost per Click (CPCs) and Cost per Lead (CPLs) dropped significantly low
- Cost per Click (CPCs) and Cost per Lead (CPLs) dropped down owing the improvement in Facebook ad quality score . This further maximized the profits.
- A spiked up conversion rate on the website with it’s total reconstruction.
How a Highly Impactful Facebook Marketing Strategy Drove Website Traffic, Increased Sales, and Boosted Revenue for a Skin Care Brand
THE CASE STUDY
Skin Naturals is a premium skincare brand that has an assortment of organic, all-natural, and cruelty-free products for a variety of skin types. It aimed to increase its online presence, drive sales, and particularly, build hype around its newly launched antioxidant-rich, water-resistant sunscreen.
After comprehensively monitoring all the different aspects of the company like its website, its customer base, its operations, its products, and its unique features, we were able to devise a highly personalized marketing strategy that catered specifically to the needs of their business.
A sales-oriented campaign was created with sure-fire tactics that included developing an identity brand voice and brand message, targeting unique qualities of the brand in our ad campaigns, and improving its website.
With such tactics, we were able to make the following marvelous accomplishments:
- A recognizably marked-up website conversion rate that certainly blew our client’s expectations by about 150% – highlighting the efficiency of our sales campaign in converting prospective customers into paying customers.
- The effectiveness of our ads is evident from the fact that the website traffic raised up considerably, not only helping to accelerate sales but also improving Skin Naturals’ reputation in the industry
- An improved website performance together with effective ads and a well thought out segmentation of our marketing audience cut the Customer Acquisition Costs (CACS) by a stunningly large percentage, thereby increasing the total revenue.
- The total Return On Ad Spend (ROAS) shot up by FOUR TIMES, which made the whole marketing campaign worth every penny spent on it.
The campaign, beyond the shadow of a doubt, was a roaring success.
THE BRAND STORY
Skin Naturals is a skincare company that focuses on restoring a healthy skin barrier with a myriad of products that are special for two reasons:
High-quality and powerful active ingredients that have restorative properties such as Hyaluronic Acid, Retinoic acid, Ceramides, etc
All their products are clean and natural, without any synthetic chemicals that could irritate your skin for example parabens, formaldehyde, and harsh fragrances.
The cruelty-free company has a unique vision of “Healthy Skin Matters” – apart from appearing beautiful, the skin is a water-proof shield that protects our internal bodies from the cruelties of the world like a harsh climate, bacteria, chemicals, dehydration, and therefore, it is upon our shoulders to take care of it in the best way possible by nurturing and protecting it.
THE PLAN
It is impossible to deny that the skin care industry is growing at a breakneck speed and is projected to grow further at a rate of about 6.8% each year for the next 3 years.
Owing to the fact that people are becoming increasingly conscious about their health and well-being, and are becoming well apprised of the importance of skincare, especially, sunscreen (which is considered to be a non-negotiable step in everyday life), Skin Naturals stands a very good chance to jump up from their despairingly low sales to a booming business. With the right marketing strategy, of course.
After detailed communication with our client and a comprehensive evaluation of the company, we were able to identify all their marketing short-comings and hence, tailored a plan that was best suited to them:
1.
We had to define a target audience to make the best use of our marketing efforts and resources, considering the limited budget. This was especially important since many Skin Natural products have anti-aging characteristics which would not be of interest for all.
2.
Skincare products come with a problem; brand trust. Since skin care is all about health and appearance, people ensure investing in products that are credible and authentic. We decided to overcome this issue in 2 ways:
Create a strong brand identity to make it more appealing, help it stand out in the crowd, and give it a great reputation in the market. These factors would ultimately make Skin Naturals more reliable and trustworthy.
Incorporate good ratings and positive customer reviews into our campaign
3.
Giving leads a “push” to convert them into paying customers by offering attractive triggers.
4.
Rebuild the website and landing page to optimize it for maximum conversions. This not only included giving it an aesthetic appeal but also, easier navigation for the visitors, bold images, a “skin gallery”, and a full-width video with gorgeous footage to have a powerful visual impact.
5.
Since a growing number of consumers look for “clean” skin care options that are free from harmful chemicals, in addition to them being organic, we decided to highlight these 2 aspects of the company in our ad campaigns. This would drive traffic and boost sales.
THE WORK OUT
First things first, for any marketing scheme to be efficient and cost-effective, targeting a particular audience holds the utmost importance, especially for a skincare brand that has a set market. Although most skincare brands focus on women, we knew we had to be smarter than that.The most important marketing segments for our company included:
Vegetarians. A noteworthy characteristic of our products is that they are all cruelty-free and most of the consumers of this marketing segment opt for such alternatives when it comes to skincare. In order to capture the attention of this segment, we made it certain to put a spotlight on the “clean, cruelty-free” aspect of our products – portraying the message that our products have natural ingredients that are free from any harmful, synthetic chemicals and that we aim to reduce our environmental footprint.
People interested in organic products. This group of people is particularly well-being conscious and avoids products with undesirable ingredients. To intrigue this population, we decided to include a list of ingredients of each of our products in our copy and put emphasis on the range of harmful ingredients that our products were “clean” from like parabens, phthalates, parfum, etc.
People interested in dermatology
Since many of our company’s products have anti-aging properties, we included middle-aged women who seek products that would preserve their appearance and slow down the signs of aging. To resonate with this population, we marketed our specific, anti-aging ingredients like Retinol serums in a benefit-focused way with the message, “Age Beautiful”.
Men interested in skincare which is becoming a growing marketing segment for skin care products. We focused on this area by advertising how men’s skins are different than women’s in their thickness and sebum production and provided our skin care products designed specifically for men as an ideal solution.
We vigorously tested these audiences against the website visitors to make sure our strategies were effective.
Next, we focused on an objective of Skin Naturals and that was to create hype around their newly launched sunscreen. A unique feature of the sunscreen included its antioxidant-rich and water and sweat resistant formula. Therefore, we promoted this with the ad message, “skincare and sun care – together” which was enormously popular and sent big numbers of visitors down the sales pipeline.
Together with a strong ad message, we went creative with our ad video models that showed how a regular sunscreen needed to be reapplied much more frequently but our water and sweat resistant formula worked effectively for 4 hours. We showed how girls and boys at an outdoor beach house theatre missed out on fun parts of the show because they had to leave to reapply their sunscreens.
To add an emotional aspect to our ads, we highlighted how UVA and UVB rays from the sun could cause skin damage and cancer, and how skin cancer is the most common cancer in the world. All our ads endorsed the regular use of sunscreen for all exposed parts of the body and end with an emotional tagline, “It’s sun care or skin cancer”.
This resulted in magnanimous website traffic and sales of the sunscreen accelerated by a terrific percentage within just a few weeks!
To optimize the relatively mediocre website of the company for maximum conversions, we decided to entirely reconstruct it. Along with a consistent theme over the whole of the website (as well as our landing page and ad creatives) to tie everything together visually and a more user-friendly experience, we included a “skin gallery” that had before and after pictures, showing the magical transformation after using our products. Customer reviews were also added underneath every single product to increase credibility and encourage visitors to purchase.
With the permission of our client, we also added attractive triggers that compelled prospects to hit the buy button. Along with a discount code, we added the “stock ending soon” tag for certain products to push the potential customer to act quickly. This strategy drove up sales due to the fear of missing out when the stock runs out.
Furthermore, we slapped our landing page and website with a prominent badge of “dermatologist tested” to further add to the reliability of our skin care products.
Our sales-oriented campaign worked like a magic wand in driving considerable website traffic, increasing brand popularity, and generating impressive revenues.
THE RESULT
All the hard work, time, and resources paid off successfully within just a 2 month time period.
- A recognizably marked-up website conversion rate that certainly blew our client’s expectations by about 150%
- An improved website performance and a smart segmentation of our marketing audience resulted in dropping down in Customer Acquisition Costs (CACS), thereby increasing the total profit.
- The total Return On Ad Spend (ROAS) shot up by FOUR TIMES which meant that every dollar spent came back FOUR TIMES in value.