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How Our Digital Marketing Agency Got $.59 Leads for One of Our Information Marketing Clients

By Tanya Brody / January 12, 2018

Yes, I know. That is a ridiculously low price for quality leads. 

However, it’s true. 

Here at FunnelDash, we practice what we preach every day. Because we do more than just create fantastic Facebook ads reporting software.  Our founder and CEO, Zach Johnson, started out running his own digital marketing agency, which is why we built the software in the first place. He and his team still work with clients in the information marketing and SaaS niches.

They use FunnelDash to manage their clients’ campaigns, determine the success of ads and make adjustments, so they can scale faster and get a better ROI for their clients.

When we say, “we feel your pain,” it’s because we really do know what you’re going through as you grow your digital marketing agency. We’ve been there.

Feel free to use these case studies as starting points for new campaigns and funnels for your clients. We won’t guarantee that you’ll get the same results but these are the exact techniques Zach and his team use for their clients, so we know they work.

For example, the information marketing client we got $.59 leads for…

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Before They Worked with Us

This particular client runs a small company selling online music lessons. This is a niche industry, usually separated even further by the type of instrument the lessons focus on. However, it’s a fairly easy sell, as there are lots of people who want to learn an instrument, but don’t want to commit to attending lessons at a music school every week.

This client came to the team with some success under their belt. They were already doing well on YouTube and had done some promotion on AdWords. They had a mailing list of 2,500 people, just from these channels and organic search.

They’d never run Facebook ads before. They were aware of the targeting power of Facebook ads and had heard of the wild successes other marketers had achieved on Facebook. They were ready to scale their business and approached Zach and his team to make that happen.

The client’s product is a $19 per month membership fee that gives access to go-at-your-own-pace music lessons. They also have upsell and cross-sell products they include in their funnel.

Creating the Campaign

Zach, Matt and Elena looked at this client’s current funnel and determined that they’d already built the foundations of a strong system. The product was good, the market was interested and they’d done a good job of getting the word out, so far.

It was time to get them more customers.

The team decided to go with a Jeff Walker Launch style campaign that would run 7-10 days. However, because this client had never run Facebook ads, the team had no baseline for what their cost per lead (CPL) should be.

So, the team started with a pre-launch waiting list campaign.

For those of you unfamiliar with the Jeff Walker Launch Formula, the idea is to build an email list of people who are so excited about what you have to offer, they’re practically begging to buy it the day you turn on your shopping cart.

I’m not going to give a complete description here because there are several out there, but here’s the general gist:

You set up a 3-part sales “letter” (really a series of videos) to create excitement around your product. The 3 parts:

  • Show the prospect how the product will make their lives better
  • Offer solid, informative content that spurs the prospect to want more.
  • Excite the prospect to purchase the product.

You release part one on day one of the campaign, part 2 on day four of the campaign and part 3 on day seven or ten (depending on how long you want to draw out the campaign).

By that time, your audience should be primed to buy and will happily click on the “Order Now” button in your email or on the video sales page.

During this process, you use various mental triggers like positioning yourself as an authority, creating a community, building trust and social proof to reinforce the desire for your product. It’s a very successful formula and people all over the world in a wide variety of niches have used it to create very lucrative businesses.

Back to the campaign…

To start, the team substituted a waiting list ad campaign for the first video. This gave them the baseline they wanted for their CPL and built the email list. It also let them test the funnel to make sure it was working properly.

They ran a standard “join our waiting list” ad, as well as a campaign that offered a lead magnet, just to see if there was a difference in results.

The results overall were phenomenal. They got leads at $.62 and the landing page was converting at nearly 40%.

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This proved that the funnel was good and it was time to scale the campaign and kick off the “official” launch.

They launched ads that sent the people who opted in to videos 1 and 2, consecutively. These videos went to the waiting list. They decided to go with this option because they’d been getting such good results from the waiting list campaign. It was easier and cheaper to continue to build the email list as opposed to getting potential customers to opt-in for something different.

During this time, the team achieved the $.59 CPL mentioned in the headline of this post. They also got some residual sales during the initial launch. This shows that the funnel is working properly when people are happy to buy right away.

At the same time, the team ran 2 additional video ads. This is not part of the standard Jeff Walker Launch Formula, but it still got excellent results

Total results from the initial launch: 

  • 1,115 initial website registrations
  • 50 purchases
  • 11 upsell purchases

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Next Steps 

After watching the launch videos, leads were encouraged to sign up for a live webinar.

This turned out to be a very responsive email list and most people signed up for the webinar from the email sequence, so the team didn’t need to run a lot of ads to promote the webinar. Many people purchased from the webinar and the client’s cost per conversion was $3.68. 

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Those who didn’t purchase on the webinar were put into a remarketing campaign. There was a “standard” video sales ad and a video testimonial ad. Both of these worked extremely well.

The fact that the client’s membership price was only $19 a month worked in their favor, in terms of getting a high conversion rate. Once they got a customer to say “yes” to the membership, they were able to increase the LTV by adding cross-sells and upsells that assisted the customer in their musical endeavors.

Total results from the second launch:

  • 1,386 website registrations
  • 129 purchases
  • 29 upsells

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The team continued to run the Jeff Walker style campaign for this client, for several months, with larger pushes at certain times. Overall, the results remained strong and the client was incredibly pleased.

The Results

Over the course of 10 months, with variations in the amounts spent and the push to get new customers, this client ended up with the following results, after spending just $21,000 on ads:

  • The client onboarded 2,500 people at $19 a month in monthly recurring revenue (MMR)
  • They made $47,500 on sign ups.
  • They made an additional $20,000 on upsells and cross-sells (one-off purchases).

This means for every $1 this client put into their Facebook ads campaign, they got $3.40 out in profit, when you include upsells and cross-sells.

What Zach’s Digital Marketing Agency Did for This Client

Zach and his team run a full-service digital marketing agency. They do more than just run the Facebook ads, which is one of the many reasons clients ask them to run campaigns, and stick around for a while.

For this particular client, the team did a full review of the funnel at the beginning of the campaign, to confirm that everything was in place to make this campaign a success. The client already had a solid email follow-up sequence and good videos, which made the team’s job a lot easier.

The team worked with the client to create landing pages that converted well and made sure that the copy on the page, as well as the language in the promotional videos was all optimized for conversion.

And, as always, the team tracked the campaign progress in FunnelDash.

FunnelDash’s customizable dashboards allow you to see the metrics that matter to your client’s campaign at a glance, instead of having to sort through data for hours to get the same answers. You can also drill down into the data to get crucial information quickly and easily, instead of spending hours and hours slaving over spreadsheets.

This lets you make informed decisions on when to scale certain ads and when to turn others off, giving your client a better ROI and faster results.

Plus, when your client asks for regular updates on their campaign progress, all you have to do is take a screenshot of their dashboards and send them over via email. Your client will be able to see the information that matters to them and will give you all the praise you deserve for managing their campaign, and their investment, well.

This particular client was so impressed with FunnelDash and our agency, they left us a great Facebook review:

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Get your free 30-day trial of FunnelDash now, and use it to get your next client, and manage their campaigns.

Have you used FunnelDash to manage one of your clients’ campaigns? Tell us about it in the comments.


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