Digital Marketing Case Study Local Business Triples Sales
June 4, 2017 Ed Ryan no comments

Today I’m going to explain how one of our digital marketing clients increased their sales by 300%.

Our client is a kitchen and bathroom renovation company based in Brisbane, Australia that were struggling to grow their business.

Digital Thea have a step by step process we follow, which we’ve called “The Customer Factory” that enables us to build a systematic lead generation system for our clients resulting in increased leads and sales.

How Digital Thea Used the The Customer Factory To Triple Our Client’s Kitchen Sales in Just 3 Months

Here’s what we managed to deliver for our client:

  • A predictable lead generation system generating ~110 leads per month...
  • Sales increased from 4 kitchens to 12 kitchens per month...
  • On average a gross return on investment of 1600%...

So let’s dig into the details of how this was achieved:

Step 1: Determining a  Buyer Persona & Unique Selling Proposition

Creating a buyer persona for digital marketing campaigns
  • Who is your ideal customer?
  • ​Are they male or female?
  • ​What age are they?
  • Where do they live?

These are just some of the questions you need to answer about your ideal customer.

We always start our digital marketing process by working with our client’s to establish a buyer persona for their products or services.

In the case of our kitchen renovation client we determined that the ideal customer was a female, aged between 40-60 and living within 30km of our client’s showroom.

Once a buyer persona is established the next step is determining why that person should buy from you rather than the competition.

In the case of our client, they found that a lot of their competition were promising big discounts but only if the customer signed up right away.

In other words their competition where using high pressure sales tactics.

So with this in mind we crafted the following unique selling proposition:

“Our competitors regularly offer 50% discounts but then apply high pressure sales tactics to get you to buy now. We don’t apply high pressure sales tactics and we still end up being significantly cheaper than the competition”.

Once our client figured out their ideal buyer and crafted a way to differentiate themselves from the competition it was time to create a conversion focused website...

Step 2: Creating a Conversion Focused Website

Building a conversion focused website

When we reviewed our client’s website, we found a couple of improvements that needed to be made.

  1. Their website loaded slowly (i.e. 7 seconds)
  2. There were no calls to action
  3. The unique selling proposition wasn’t prominently displayed 
  4. There was no way of capturing leads

We immediately went to work fixing their page load speeds.

Our client was using a resource heavy WordPress theme. And there images hadn’t been resized. Both were contributing to a slow loading website.

We decided to redesign the site using a much lighter WordPress theme.

And we made a number of additional optimisations - like resizing images.

The result was the client’s site halved it’s loading time to under 3.5 seconds.

We then went to work adding calls to action.

One of the most obvious calls to action was missing…

...their phone number prominently displayed on the top right hand side of their website.

We then changed the headlines and copy on the page to reflect our client’s unique selling proposition.

And we backed that up with selected customer testimonials.

At this stage their website was significantly better than the previous version.

But there still wasn’t a way to capture email leads.

We discuss that in further detail in step 4.

But the next thing we did was set up an initial traffic source...

Step 3: Setting up an initial traffic source

Setting up Google Adwords Traffic

Reviewing our client’s Google Analytics we noted they weren’t receiving a lot of traffic.

Our client explained that a lot of their potential customers were using Google to search for local kitchen renovation companies.

So we setup a Google Adwords campaign.

This got their ads showing on the top of Google immediately.

Initially we targeted a small set of keywords that we believed were buyer keywords.

For example, “kitchen renovation brisbane”.

We don’t always get everything right the first time around.

In this case we targeted the keyword “kitchen design brisbane”.

Analysing the data we quickly realised that this keyword was in the research phase of the buying cycle.

So we stopped advertising for this keyword.

This initial traffic source helped us to further optimise the website…

But we still needed a way to capture email and phone leads...

Step 4: Creating a lead magnet & setting up tracking

Creating a Lead Magnet

How much is my kitchen renovation going to cost?

With a bit of keyword research we found that this was something a lot of potential customers wanted to know.

Therefore, we interviewed our client and got detailed responses for what makes up the cost of a new kitchen.

We then compiled this into a “Kitchen Renovation Pricing Guide”.

This become the perfect lead magnet for our client and we added a call to action on their homepage.

“Don’t Get Ripped Off When You Renovate Your Kitchen - Download Our Kitchen Renovation Pricing Guide”.

We now had a way to capture email leads and determine the effectiveness of our advertising.

We also setup call tracking on our client’s website so we could track calls.

Within a few weeks we could tell the kitchen pricing guide was a hit, and our client starting getting a steady stream of email leads and phone calls.

Also we could tell that the Google Adwords campaign was working…

How?

Because we could see in the client’s Google Analytics account that this traffic source was driving conversions.

At this stage, our client had doubled their sales.

But there was still more we could do...

Step 5: Setting up Facebook Retargeting

Setting up Facebook retargeting

Initial traffic from Google was costing $3-4 dollars per click.

But not everyone that visited the site was downloading the kitchen pricing guide.

And the sad truth is that these visitors are unlikely to visit our client’s website again.

So, how could we make the best use of the traffic the site was getting?

The answer is…

... with a Facebook pixel.

This is a little piece of code we placed on our client’s website.

It allowed us to create an Ad on Facebook and retarget people that had visited our client’s website.

The result... Facebook is now our client’s best converting traffic source.

But we had a problem… we had to do something with all these leads our client was getting...

Step 6: Setting up Automated Email Marketing

Setting up automated email marketing

There’s a marketing adage that the more times you connect with potential customers the greater the likelihood they will recognise your brand/ buy your products or services.

So with this in mind, we created a series of 3 emails to send to new leads.

These emails are automatically sent to new subscribers using MailChimp.

The first email thanks the person for subscribing and provides a link to download the pricing guide.

The second email highlights the client’s process for designing kitchens and encourages them to click through to their website for further details.

The final email explains that one of the most visited pages on the client’s website is their portfolio page where they can see before and after kitchen renovation photos.

At the end of each email, there is a call to action, to call one of our client’s friendly designers and book a kitchen design appointment.

Having completed step 1-6, we created an evergreen lead generation system for our client. At Digital Thea we like to call this “The Customer Factory”.

By the time we had completed this process our customer had increased their sales from 4-12 kitchens per month.

Now it’s time for you to critically assess your own website, traffic sources and systems?

Do you have a predictable, automated system in place? Do you have a Customer Factory?

But of-course there is always more to do… and setting up an initial evergreen lead generation system is only the beginning...

Step 7: Adding New Content

Content marketing is the ultimate way to pre-sell your local services

An initial lead generation system gives a strong foundation to work with…

But more can be done to further optimise and improve the system and to generate even more leads and sales.

Creating high quality content on a consistent basis is what we recommend.

High quality content has a number of benefits:

  1. It helps with SEO and getting more organic visitors to your website

  2. It helps re-engage your Facebook fans and email subscribers

  3. It provides another medium to advertise

  4. With pixelling and retargeting it acts as a front end to the evergreen lead generation system

One of the ways we put this in place with our client is by putting together a case study template.

They used the case study template to showcase a client’s kitchen renovation…

This became a great piece of content that they promoted to their email list and shared on Facebook.

We then setup an ad on Facebook to further promote the case study…

….people commented right on the ad saying that they knew the client and would be in touch to get their kitchen done.

But we didn’t stop there...

Step 8: Setting up New Traffic Sources

Setting up multiple traffic sources, YouTube, Twitter, Linkedin, SEO

There are lots of different ways to drive traffic to a website.

Google Adwords and Facebook are a great place to start.

You need an initial source of high quality traffic to build a lead generation system.

But once the system is built, you can then start to test new traffic sources.

One traffic source that takes a long time to deliver results is SEO.

With our client we optimised their Google My Business Listing and slowly started to optimise their web pages and build high quality links to their site.

This resulted in a slow but steady increase in organic traffic.

We also created short videos for our client and put these on YouTube.

Both of these traffic sources delivered new leads for our client.

We’ve covered quite a lot in this case study so we’ll wrap this up in the final section...

Step 9: Rinse and Repeat

Rinse and repeat this process for each new service

The last 8 steps have covered a lot of information…

But that is just the beginning of the marketing journey…

For example our client also renovates bathrooms.

That means:

  1. we need to determine the ideal buyer for bathrooms and differentiate our client’s business from their competitors.

  2. we need to build conversion focused web pages about bathrooms.

  3. we need to setup an initial traffic source with Google Adwords.

  4. we need to create a lead magnet. Probably a bathroom pricing guide.

  5. we have to create a retargeting ad on Facebook.

  6. we need an email sequence to go out to new subscribers.

  7. we’ll need to create new content and find new traffic sources.

So to summarize, the Digital Thea Customer Factory process helped our client increase their sales from 4 to 12 kitchens per month.

Many small to medium businesses don’t have an online lead generation system. Want our easy to follow lead generation checklist?