Overcoming the Odds with a Targeted Digital Strategy in A Tough Industry

Business Model: Lead Generation

Time Frame: Less Than 6 Months

Overview

This case study showcases how our team successfully created and implemented a targeted digital strategy for a client in the telecommunication industry. The client was interested in using paid advertising to increase leads for their service offering but faced fierce competition from a monopoly and another large player. Our innovative approach not only captured the interest of users actively seeking alternatives but also significantly increased lead volume after 2 months while reduced the cost per lead 67%.

Challenge

The overwhelming dominance of the competitors in the industry made it incredibly difficult to capture massive user interest. Determining which users were genuinely interested in an alternative telecommunication provider was the first hurdle, while figuring out how to convince the audience to choose a brand they’ve never heard of before was an equally difficult second hurdle.

Objectives

Create and execute a digital strategy that engages with users actively looking for alternatives to their current telecommunication provider with the intention of driving new leads for the sales team to engage.
Improve the way leads are driven by learning from previous advertising tests and feedback from sales teams regarding important talking points.

Solutions

We implemented the following digital advertising tactics to address the challenges and achieve our objectives:

1. Conversion tracking setup to distinguish between organic, paid, and direct completed lead forms to track success of the paid advertising campaigns.
2. Google Search ad focused campaigns to use keyword trends to find users actively searching for telecommunication alternatives.
3. Zip code-specific geofencing to allocate advertising spend based on market interest.
4. Keyword category ad groups based on consumers’ potential reasons for seeking alternative telecommunication providers.
5. Google Search bid strategy testing to uncover the most efficient bid strategy to accomplish the business objectives.
6. Multiple campaign ads focusing on various advertising tones to uncover which type of engagement works best to entice the target audience.
7. Google audience bid adjustments to increase the probability of interacting with Google-defined audiences in need of the telecommunication service.

Achievements

The results achieved by our digital strategy were nothing short of miraculous. The business generated over 1,400 leads, in 5 months, at an incredibly efficient cost per lead of $6.49. After the first two months of campaign testing, we were able to lower the cost per lead from $15 to $5, resulting in even stronger lead volume for the following three months.

Why is This Important

The importance of this case study lies in showcasing the effectiveness of well-crafted digital marketing strategies in driving tangible results, even in highly competitive markets. As a business owner, partnering with marketers that has a proven track record ensures your marketing budget is utilized efficiently to generate high-quality leads and convert potential leads into new account signups. An innovative approach, relentless focus on optimization, and tailored strategy make for the ideal digital marketing partnership to achieve your business goals.