QUADRUPLED LEADS ADDING MILLIONS IN INCREMENTAL REVENUE, WHILE CUTTING MARKETING BUDGET BY 40%
The Bel-Rea Institute of Veterinary Technology, premier college of vet-tech in the United States, based in Denver, Colorado, was spending $1.2 million annually on cable TV ads targeting prospective students. A modest spend in paid search online marketing was generating some leads, but very inefficiently. The brand knew they had a big opportunity to expand into online channels.
Bel-Rea engaged SmartClick in an effort to develop more efficient online marketing programs. SmartClick realized that there were significant inefficiencies in the brand's paid search advertising campaigns, that the brand was doing almost no awareness building online, that the brand was not doing any retargeting, and that their email campaigns could be expanded. In addition, it was clear that the brand's website needed significant work to be able to covert website visitors more efficiently into leads.
Over several years, SmartClick did the following:
1. Expanded paid search campaigns with SmartClick's proprietary set up, which allowed the brand to generate double the leads for 70% of the cost of previous campaigns.
2. Launched sophisticated awareness-building campaigns on Facebook and Instagram, with monthly ad refreshes and continual A/B testing, which generated leads at a good ROI.
3. Launched retargeting ad campaigns, aimed at both past website visitors and warm leads, and advertised at an optimal frequency to drive conversions efficiently.
4. Expanded email campaign frequency and tied emails to website content built by SmartClick, increasing the number of touchpoints with warm leads.
5. Added and tested landing pages designed and optimized to convert visitors into warm leads.
The increased efficiency of paid search campaigns, combined with the strong ROI of awareness-building campaigns, resulted in Bel-Rea gradually weaning itself off of expensive and inefficient TV ads, finally cutting TV after 5 years. Ultimately Bel-Rea now spends just 60% of what it spent when it was running TV ads and generates 4 times the number of leads!
The Bel-Rea Institute of Veterinary Technology, premier college of vet-tech in the United States, based in Denver, Colorado, was spending $1.2 million annually on cable TV ads targeting prospective students. A modest spend in paid search online marketing was generating some leads, but very inefficiently. The brand knew they had a big opportunity to expand into online channels.
Bel-Rea engaged SmartClick in an effort to develop more efficient online marketing programs. SmartClick realized that there were significant inefficiencies in the brand's paid search advertising campaigns, that the brand was doing almost no awareness building online, that the brand was not doing any retargeting, and that their email campaigns could be expanded. In addition, it was clear that the brand's website needed significant work to be able to covert website visitors more efficiently into leads.
Over several years, SmartClick did the following:
1. Expanded paid search campaigns with SmartClick's proprietary set up, which allowed the brand to generate double the leads for 70% of the cost of previous campaigns.
2. Launched sophisticated awareness-building campaigns on Facebook and Instagram, with monthly ad refreshes and continual A/B testing, which generated leads at a good ROI.
3. Launched retargeting ad campaigns, aimed at both past website visitors and warm leads, and advertised at an optimal frequency to drive conversions efficiently.
4. Expanded email campaign frequency and tied emails to website content built by SmartClick, increasing the number of touchpoints with warm leads.
5. Added and tested landing pages designed and optimized to convert visitors into warm leads.
The increased efficiency of paid search campaigns, combined with the strong ROI of awareness-building campaigns, resulted in Bel-Rea gradually weaning itself off of expensive and inefficient TV ads, finally cutting TV after 5 years. Ultimately Bel-Rea now spends just 60% of what it spent when it was running TV ads and generates 4 times the number of leads!
