- Background.
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A US-based cosmetic dentistry practice wanted to use multimedia marketing automation in its sales funnels to communicate more effectively and convert more leads into sales.
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None of the employees were trained to use Infusionsoft effectively.
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Nobody had any real marketing experience.
- They spent around $10,000 a month on all forms of marketing but had no idea what actually worked and what didn’t.
- The email data was outdated as the practice had not kept in regular touch with its database.
- There was no effective follow-up process or system to nurture leads.
- Lead cost had increased dramatically over the last two years.
- Email open rates were low: around 17 percent.
Problem.-
- Solution.
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After consultation, the company agreed to implement the following recommendations:
- Health-check the current database of approximately 12,000 leads and 1000 paying clients (this would delete around 4000 “leads”!)
- Build out an automated sales pipeline for all new leads.
- Integrate an automated multimedia marketing funnel: this included the use of direct mail and SMS, messenger bots and dynamic retargeting of prospects who visited the website.
- Install robust tracking so all new leads could be tracked from the lead source.
- Create Facebook custom audiences from existing lists and, from there, build Facebook lookalike audiences.
- Build out an automated follow-up process that is integrated into multimedia platforms.
- Create a tagging and “saved search” system to make it easy to quickly search the database for better targeting their marketing.
- Build out an automated lead scoring process.
- Build an automated email engagement campaign that constantly monitors engagement.
- Create automated segmentation and follow-up for all new leads.
- Confirm all new leads by opt-in.
- Implement a support and training package to improve Infusionsoft skills for key employees.
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Within 90 days of implementing the new system, the client reported the following:
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- A 28% increase in sales in one quarter
- An effective multimedia sales funnel in place to nurture, manage, and convert new leads
The major benefits of the solution include:
- Direct mail boosts sales: We offered all existing paying clients special weekly offers via direct mail and email over the first 60 days as a pilot. This resulted in over $42,000 in sales, of which 78 per cent was directly attributable to the campaign (for a cost of less than $8,000).
- Boost in lead conversions: The client was previously converting about 3-5 per cent of leads into paying customers. We’ve already increased to 9 per cent and expect to make further improvements over time.
- Lower cost of acquisition of new clients: Since implementing more effective tracking and reporting, the cost of acquiring a new client has dropped by 34 per cent. This can improve further over time.
- More meaningful reporting: Deleting approximately 30 per cent of their entire database was a tough pill to swallow for the client. But campaign reports are now more meaningful and we expect email deliverability to improve over time as we constantly monitor list hygiene.
- Better-informed marketing decisions: All marketing is now tracked to isolate the lead source. Previously, 70-80 per cent of the client’s marketing budget was ineffective but ad spend will now be quickly switched to areas that do convert.
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We have been retained as marketing consultants and to manage the client’s Facebook ad campaigns.
- We’re building Facebook and Google display retargeting campaigns to bring visitors back to the website and build brand awareness.
- We’ve also been asked to build out more multimedia marketing campaigns for the business and to provide regular virtual training to their team.
Summary & Next Steps.-
