Case Study
Before
The client is an interior fitout company catering to the luxury market in Dubai.
The Details
The client had a website and a social media marketing team in place. However they had no SEO and had a very bitter past experience with ads.
The Challenge
The client had serious trust issues due to their poor experience with a previous digital marketer.
The client was not willing to give complete access due to their previous bad experience.
The Google ads account was previously used for a clothing brand.
Since the last person running their ads was incompetent, there was no proper tracking in place. Access was also difficult to source and obtain. It was quite surprising to see there was no Meta Pixels installed on the website for retargeting even after running ads.
The client has multiple people to get approvals and feedback from instead of one point of approval. This was slowing down the process and was a challenge to get the first landing page up and running for the ads.
Google My Business (GMB) points to another firm’s address and details
The client is averse to using popular terms for their services.
Inadequate sales followup process at the client’s company.
The Strategy
Our strategy for the client was to
Create a Great Independent Landing Page
We designed and executed a landing page on Swipe Pages that was very visual and showcased the portfolio of the client. We also created text content that satisfied the need for certain keywords and also the client’s aversion to using certain phrases and words. The goal of the campaign was to get the lead to book a Zoom meeting with the design team through Calendly.
Email Sequence
We designed an email sequence triggered by a Calendly booking. The first email that was sent was a thank you with the meeting details. The subsequent emails highlighted different aspects of design and renovation for homes and landscape. The emails were very visual.
Testing
We repeatedly tested different combinations of ad creatives, captions and audiences at different levels of the funnel.
Challenges:
At first we obtained junk leads. We waited for the learning phase to work itself out and optimised the campaign.
Potential leads were navigating to Calendly and dropping out: We added a form to the landing page and collected the contact details of leads before the Calendly page. The client’s team then reached out to the leads by phone or email.
Ramadan holidays during the campaign.
Poor sales followup and delayed feedback: We are suggesting a dedicated salesperson and a sales SOP for the client.
