Client Problem / Objective:
Sarah was running a successful cabinet refacing business but felt she had gaps in her process of turning leads into qualified appointments. She also had problems with her ROAS (Return on ad spend) when she tried spending over $10k p/m on ads so was struggling to scale the business profitably. She was running across Meta only, however wanted to also start advertising on Google.
Finally, all of her paid advertising was being managed by an agency and she was unsatisfied by the level of input required from her on a daily basis. She was having to dictate the strategy, the audience targeting and create creatives, something she felt the agency should have taken more control over.
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Cabinet Refacing - Florida
What Did
Beacon Digital Do:
We started by analyzing his system end-to-end. The key changes we made included:
Offer and Market Research
Sarah was running paid advertising but did not have a specific offer that she found was resonating with her market. We analyzed the micro competitors and found many of her competitors were also not running offers, so we pivoted her advertising to include a unique offer based on her value proposition which was the relative cost savings compared to a typical kitchen remodel.
Funnel
Sarah had been running very light qualification steps in her funnel and this was causing a number of prospects to book meetings without having the financial means to purchase her service. We updated this qualification form to have 3 additional questions, vetting financial capability of the customer in a non-invasive way.
Follow Up & Nurture Sequences
These sequences were developed specifically around Sarah’s offer, nurturing prospects as soon as they submitted their information. This significantly increased the proportion of leads that would respond to sms.
A.I. Appointment Setter
We implemented an A.I. appointment setter to call leads as soon as they expressed interest. This appointment setter was able to speak to a significantly higher percentage of leads, on average calling leads within 2 minutes (this was compared to his previous appointment setter that would take an average of 15 minutes).
Outcome
Key Aspects of Solution: Offer (40%), Creative / Funnel (30%) , Systems & Automations (10%), AI Appointment Setter (20%)
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We were able to reduce the Cost per Lead to an average of $34. A key driver of this was utilizing an offer based marketing message that spoke more directly to and attracted her ideal customer. ​
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We increased the lead to booked appointment rate to 42.4%, reducing the cost per booked appointment to $80.
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This reduced the overall cost per booked appointment by 81%.