What the client wanted:
To build an online-community for ideal customers of their products and based around their website.
Why us?
For five long years this project had failed. Internal teams passed it through to external consultants who paid outside specialists to make outside-the-box fixes.
The budget had already topped $200,000 and previous efforts had only come up with around 2,000 members.
Too much money had been invested to quit, and not enough members had signed up to keep spending. The project was at an impasse. They were stuck and didn’t know where to go.
What we did?
- We took their customer acquisition cost from $15 down to just under $5. We did it by throwing out what was in place and building brand new social media infrastructure that suddenly opened up ways to measure, track and optimize the flow of internet visitors, all in the first month.
- The data we collected was key in allowing us to improve our targeting as more data came in. Each click on content published through social media platforms Instagram and Facebook fed back to our database and helped to identify the ideal audience and track conversions.
We changed their culture of marketing to a culture of conversions. While it’s perfectly normal to track the traditional KPIs of a sales-based business, we look instead at the KPIs in the context of the goals.
– Adrian Brambila
Clicks. Click-thrus. Click impressions. They all seem important. But are clicks really goals?
In reality clicks are just a speedometer. Just one dial on a smart dashboard.
And clicks are most definitely the wrong way to measure goals.
GOALS:
We set modest goals for ourselves, but promised to exceed previous efforts for our client.
- 25,000 members
- 18.000 daily subscribers
- $10 cost-per-acquisition
- 10% avg landing page conversion rate
- 34,878 members signed up
- 25,877 signed up for daily messaging
- $4.77 avg FB cost per acquisition
- 19.62% langing page conversion rate
Did we meet our goals? Yes. Was our client happy? Ecstatic. Did their jaws hit the floor? No, that’s a cliche.
But were they dumbfounded? Yes, they we’re absolutely gobsmacked, that much we’ll admit is true.
More importantly, did we change their culture of marketing to a culture of conversion, provide transparent and simple education for our clients and empower them to read and interpret their own data, scale and then grow their own core businesses?
Yes, we did all that.