The Underground Movement

The Underground Movement

In 2021, The Underground Movement is a local gym business in Australia and would like to generate leads targeting their local area during the pandemic. At the same time, Apple officially roll-out their IOS 14.

Prior to working with them, they hired a marketing agency to build out an online lead generation funnel that had garnered minimal to no leads in the two months it was active.

As part of the lead generation process, I made a series of Facebook ads with the lead generation objective set, messaging campaign. I used an e-book as a lead magnet in connection with the lockdown that was happening in Australia at that time, lower down its daily budget from $50 to $30.

Results: In less than 24 hours, they received fifty leads for $2.45 each. In the next 90 days, the ads generated over 370 local leads at an average cost of $6.77 each. Each lead gave the company its name, email address, and phone number.

Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it's unclear which of them led to actual sales because sales team handled all the communication to all leads.

Takeaways

This shows that with the changes that happened, we need to broaden our audiences since we are eyeing cold leads. The original marketing and social media strategies weren't succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.

It allowed their posts to be placed on the news feeds of people in the area who might be searching for the local gym that can reach out and have an online session or have interests related to it. This, in turn, might have caused them more success in gaining leads.

Physical Therapy Clinic

5 New Patients in 10 Days!

Physiotherapy clinic secures 5 new patients in just 10 days!

The Challenge:

Panetta Physical Therapy Clinic provides physiotherapy services in the surrounding area. They want to acquire leads even without depending on a doctor's referral.

The Process:

I created a video marketing campaign strategy; or a scripted and directed an interview- style video that we could use as the educational piece of the campaign.

Created a landing page to complement the video messaging and provide further education to prospective patients;

Set up the advertising campaigns using Facebook Ads Manager, budget, target audience ad copy, links to landing pages.

Set up conversion tracking to evaluate campaign metrics and results;

Launched ads and provided ongoing optimisation and management of the ads to ensure they performed their best.

Results:

332 clicks from the Ads to the client’s landing page

10 enquiries a day (phone calls and emails)

5 conversions (5 new patients to the practice in 10 days!)

The Summary

All of these results were achieved within a 10-day timeframe with the campaign now set to remain ongoing to continue to increase and attract new patients.