Think Green Fertilizing Strategy Workshop 1.20.17

Challenge

Think Green Fertilizing signed up for our Happy Face plan in May 2016. While this was great and all for posting content to make his pages look legit, it wasn't doing much for the actual business. Bill Landis, the owner, asked for the account to be placed on a hold towards the end of August because he was possibly handing over the business to someone new. He liked what we were doing but he had to make some changes to the business before he or the new owner could fully commit, so we placed him on hold and reached out periodically to see what was going on.

So we waited...

And we waited and waited and waited some more, until one cold December day…

he finally contacted Us back!

Bill said he was finally ready to come back and wanted to meet in person to learn about the plan he put on hold. My first reaction was that the content plan wasn't for him - at the moment - if he wanted to focus on bringing in new clients. So when meeting with Bill, I suggested our Your Face plan so that we could create Lead Generation Ads that will target his ideal new customer.

Your Face

The goal for Think Green’s Your Face plan is to start finding and reaching out to leads who would be interested in signing up for his lawn care services. If they sign up now and commit to a year with Think Green Fertilizing, they will receive 10% off their purchase. Also, by signing up through Facebook they will receive a free estimate when Bill goes out to perform the consultation.

Targeting

We first started targeting inactive clients and those who have worked with him previously but canceled. The audience on Facebook was extremely low after we let it run for about a day or two. So, I went back and created an interest list of qualities Bill is looking for in a potential customer in his service areas. This increased the audience size from about 1,000 to 1,200,000 people.

Results?

Right now, the campaign has only been running for a little over two weeks. Bill told us January through March tend to be when he sees more customers signing up for the year. We only had a couple of leads come through (one was just out of his service range) but nothing has closed yet. The average CTR is about 2% so we know it is hitting the right audience. The average cost per lead right now is at $15, whereas Bill was spending about $100 to bring in one new lead before.

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