This week, we are sharing an industrial construction company lead generation case study. It’s a little outside of the manufacturing space and closer to the construction space, but the principals for leadgen apply. The case is about a company that designs and constructs aquatic experiences, i.e. city pool facilities. Listen to a step by step process our guest expert went through to accomplish the goal. In fact, this case will demonstrate how they increased leads by 700%!
- A company that designs, builds and manages aquatic experiences was faced with a challenge of gaining awareness in an expanded market and a perception of offering a commoditized product. [3:30]
- John shares his framework for approaching a lead generation project. The goal was to become top of mind for cities who are interested in building or managing a pool facility and generate qualified leads. [5:30]
- John talks about the content assets that were used for the lead generation aspect of the project. [8:45]
- John describes how he worked with the client to define the audience [10:45]
- Here's how they decided what content to use, how it was important to the chosen audience and what pain point the content addressed. [15:45]
- John talks about using social media, FaceBook, LinkedIn and others, for a highly targeted audience. [20:00]
- Re-targeting can be a powerful tactic to gain awareness in the lead generation case study. John explains how it works and why it's fo powerful. [22:50]
- "The results were huge!" Cost per lead was only $25.50 per lead which is pretty good with a total spend of around $6000 and a 700% increase in net new leads. [25:00]
- Counsilman-Hunsaker is the company, here is the link to the case study.
Question 1: John, could you first outline the framework for how you approached this project starting with the client’s objective and finishing with the measurement piece.
Question 2: Let’s talk more about the audience focus, which I found very detailed when I read the case study. How did you identify the audience and determine the problem the company could solve? Tell us about the particular asset you chose to offer, was it one or more? How did you decide which piece of content to use for the offer?
Question 3: Let’s talk outbound channels. How did you decide which channels to use to engage with this audience? Specifically which channels did you choose?
Question 4: Let’s hear about the results. What kind of results did you get for your client? Why do you think it was so successful? What happened to the leads after they signed up?
This week our challenge question comes from an electronics manufacturer of digital meters in New York. Here it is: “I’m the owner of a mid size manufacturer of electronic devices. I founded the company and we were doing great up until about 3 years ago when the leads started to drop off gradually, now they’ve fallen off the cliff. Even our long standing customers are cutting back on their orders. I’m not a big believer in marketing, but I need to do something. I read your book and I’m not sure how to get started with the new way to market. What is the first step? How do I know what type of expertise to share? Help, I need more leads!”
- First, figure out why the leads have dropped off. Is it competitors, a new product, your product is just outdated? Where were the leads coming from and what has changed?
- Believe in marketing! Change your perception of marketing.
- Understand the audience.
- Help them solve their problem.
- Build content around that problem.
- Stop pitching the product for lead generation.
- Know and understand your customer and your target audience thoroughly.
- Look to where you can measure and mine that information, use digital to collect data, it's easier than ever. Google and FaceBook, in one form or another entail 80% of all traffic on the Internet.