This week's Hi Social is from one of our subscribers, an agency based in Australia, Clck Digital.
I met the business owner, Damien, on a Facebook Group, and that's how this case study came about.
They are an agency, also based in Australia, who help businesses sell high value products.
This is a great, in-depth case study for you.
Please read through carefully to understand this agency's strategy, and how this strategy could help your clients or business.
Their customer is a bespoke home builder in Australia.
They came to Clck Digital with some problems for them to solve. They include:
This case study is broken up into different steps that Clck took to solve their client' problems.
The first thing the agency did was set up HubSpot's all-in-one sales and marketing software for their client.
This would allow them to plan effectively and replace all the tools they were using unsuccessfully, and provide several other benefits:
3. Automation tools that would free up sales reps' time and nurture leads with effective content on autopilot.
They also worked closely with the home builder's team to understand their needs and challenges, and to train them in getting the most from their new all in one sales and marketing platform.
Requirements for this step: HubSpot Marketing Pro software license.
Clck then created a plan for the building company client that would use inbound and content marketing to achieve several goals:
For example, they would blog about the differences between the way this home builder approaches design and what separates them from other builders.
They wrote posts about how much you should expect to pay for a custom designed home, and whether customers could get finance on certain types of homes such as kit homes.
At the same time, Clck performed conversion rate optimisation on their website, testing different content offers in different places, and using HubSpot's "Smart CTAs" to show different offers to people from different sources (e.g. email vs social media) based on their customer lifecycle stage.
The most popular lead gen landing pages generated tens of thousands of leads and hundreds of customers with an average sale price of over $300K.
Requirements for this step: Content strategy roadmap; calls to action; landing pages; blog platform; conversion rate optimisation.
Clck promoted the content they created for this boutique builder using paid and organic strategies, including:
By amplifying the content in this way, Clck ensured that as many people as possible saw the right content at the right time in their journey.
Using clever ad targeting like "Lookalike" audiences and retargeting previous visitors, coupled with compelling and relevant content, they were able to get a low cost per lead from paid search and social.
At the time of writing this case study, the client is generating, on average, 59 leads per day through their website alone, mostly from organic search and social (i.e. free leads now that the system is built and optimised).
Requirements for this step: Google Ads strategy; Facebook page and ad account + strategy; SEO strategy for driving organic traffic.
For the leads that were now being captured, it was important not to leave them hanging indefinitely.
Clck created a lead nurture email drip sequence that would take our best content and put it in front of people who had just signed up.
To do this they calculated the average time between someone going from an early stage lead to a customer, and mapped out content across that time period.
If they published a great article 6 months ago, someone finding the site today might never see it. So they used the power of email automation to get these key pieces of content in front of new subscribers at the right time.
The way we did this was to create a 10-part email drip sequence, with each email around 3-6 days apart. This meant that for the first few months after signing up, contacts would get helpful articles educating them about custom home building and the company's process.
Every few emails there would be a customer success story, and occasionally an invitation to visit a display home or take a virtual tour, but only after providing lots of helpful information first.
Tip: For email and social media, a good ratio of providing value vs "selling" is around 4:1.
This automated email nurturing achieved three things:
After the email drip sequence finished they still needed a way to keep engaging contacts for the 6+ months sales cycle on buying a home.
The way we did this was to send out an email every Saturday morning with that week's blog post.
This would bring literally thousands of people back to the website each week to read the latest article, a percentage of whom would go on to browse product pages on the site and move closer to purchasing.
Requirements for this step: Email copywriting; HubSpot's email marketing tools.
In the words of this home builder's Managing Director, "the results were amazing":
All of these changes worked together to dramatically increase this home builder's annual revenue.
The building company went from around $8M turnover in 2015 to $26.3M turnover in 2019.
This allowed them to supply hundreds of families with affordable, sustainable homes.
Most importantly, this growth allowed them to provide hundreds of new jobs in their local community and contribute to worthwhile community causes.
I asked Damien from Clck Digital to supply me (Garry) with some takeaways from running a campaign like this. He said:
What I personally love is that this strategy could be used for any high value product or service, not just home builders. Do you have clients who sell high value products?