CLIENT

The scope of the job was to provide weekly and on-demand video content for company communication as well as tie it to company initiatives. Furthermore, these videos provided consumable content for agents to utilize in their content strategy. I was tasked with creating content on national and local information in a video format. I worked from concept to creation as well as roll-out company implementation.

Various Videos – 2010 – 2019

CLIENT

A gym that had three locations in Chicago wanted to increase its brand awareness of its services new and generate leads. This client had a partnership with a local rehabilitation office that referred patients to the gym. While this was a good source of new clients, they ultimately wanted more people in their local area to learn about their services and sign up for the classes. They offered Active Adult Fitness, Sports Performance, and Wellness services as well as individual/group classes, personal training, and workout routines.

They came to Brandon Pines Marketing with a goal to build out a proper customer journey, develop lead magnets through landing pages, and obtain new leads.

CHANNELS

Paid Advertising: Google Search Ads
Marketing Funnel: Develop the Funnel to align landing pages with Earned and Paid Marketing
Tracking: Set up Google and Facebook tags as well as call tracking to measure online activity
Goals: Set up Google Analytics goals to assign value to leads and conversions through Google Tag Manager
Leads: Integrated with Keap to track leads

CHALLENGE

This client did not have any landing pages or lead capture on their existing website. In addition, they were missing Google tags and a Facebook Pixel for the measurement of online campaigns. There was no previous data from existing marketing efforts so we were starting with a clean slate. Finally, this vertical is a very competitive space, so the ability to keep leads within a target cost per lead range was important for scaling the account.

SET UP

Top of the Funnel: Built out pages that told the story of the business while tightly aligning with the mission, vision, and values of the organization.
Middle of the Funnel: Built out ads that were used for prospecting utilizing reviews from happy clients.
Bottom of the Funnel: Built out lead forms that offered interested people a free trial or free consultation. These were the main drivers of conversions.

GOAL

The primary goal of this business was to generate new business through the use of Paid Advertising and Brand Loyalty. This was accomplished through the use of Google Search Ads, as we wanted to convert people that were searching for gyms near the business’s three locations. 

LEADS

Leads were assigned a LTV to determine a proper ROAS (Return on Advertising Spend) which was fed into Google to teach the algorithm what we were willing to pay for a click and a conversion. Leads types included: Calls from ads, Phone calls on the website, form completion on the website as well as submitting lead forms.  

RESULTS (6 months)

Ensured cost per lead remained within or below industry average while growing the traffic to the website through a thematic themed Ad Group strategy. 

• Leads: 245 leads from ads
• Calls: +400 calls
• Lead Magnet: Nurtured 177 leads with free training/consultation lead magnet
• Traffic: Generated 16.5% of all traffic to the website from paid advertising
• Clicks: 2,329
• CPC: $5.18 Average cost per click