How we brought an old business into the digital age and generated over 700% return in the first 30 Days
If there’s one key metric that every business should be focusing on when investing in digital marketing, it’s generating a positive return on ad spend (ROAS). You can think of ROAS as the amount you’re getting back from each dollar you spend on advertising. If the amount you’re spending on your digital campaigns is more than the revenue you’re generating from them, then the number of clicks, conversions, and impressions you’re getting is almost irrelevant.
It’s this fear of not generating enough return on ad spend that makes a lot of businesses hesitant to try a digital marketing strategy. A lot of older businesses who haven’t yet explored the digital world have this misconception that digital marketing is expensive and doesn’t bring in enough positive returns.
We can’t help but disagree. And here’s why.
At Clicktribe, we took an old referral-based business into the digital marketing world. And within 30 days, we generated a 700% ROAS for our client. Better still, we did it with a very limited budget of less than $2,000. Are you listening?
Here’s what we did to get there…
Step 1: Design a logo
Our client operates in the structural engineering space. They had no online design collateral when they came on board, which is quite common for businesses that haven’t yet been set up online. So before we could jump into designing a killer landing page, we needed to get our client a good logo in digital format.
There are heaps of branding agencies out there that charge into the thousands to create a customised logo. If you have a look at their websites you’ll cry tears of laughter and pain at the quoted prices. Luckily, we have an in-house design team that was able to do the job for us. If you’re not as #blessed, you can hire a designer through a site like Design Crowd, Upwork or Freelancer.
We had a bit of fun on Paletton, experimenting with different colour combinations before settling on a suitable colour palette for the client. We sent those colours off to our design team along with a brief and some design inspiration, and voila!
3 days and a few iterations later, we had a professional and eye-catching logo without breaking the bank. Take that, expensive branding agencies!
Step 2: Buy hosting and a domain
With our client’s logo now ready for business, the next step was to buy a new domain and hosting. As our client is a sole trader, we simply purchased a domain that was [client’sfullname].com.au. Registering a domain will cost you about $15 a year.
There are a bunch of domain registry sites you can look at, both Aussie and from abroad, and luckily there’s not much difference between pricing so you don’t have to shop around too long. Domain registers are also completely transparent, so if a domain is available on one site it will also be available on another.
Here are a couple of popular domain registry sites you can use to register your domain:
With the domain now sorted, next step was setting up hosting. If you’re not entirely clear on the difference between hosting and domains, a domain simply refers to the URL that’s used to find your landing page (i.e. www.awesomebusiness.com.au), while hosting refers to the location where the files for your website or landing page are stored.
Hosting can be a little confusing for people who are new to digital marketing. There are a whole range of different monthly packages that you can sign up for, and it can be overwhelming when you’re not sure what exactly you’ll need. For something simple like a lead generation landing page, a basic hosting package like this one from Digital Pacific offers everything you need – cPanel access and decent storage – for just $14 a month.
Step 3: Create an awesome landing page
With our client’s logo, hosting, and domain now sorted, the next step in the process was to begin copywriting and designing the page. This is turning out to be quite the arts & crafts project.
We had 2 main options for setting up a landing page. The first was to design a landing page from scratch and have our developers custom code it. The second option was to use a landing page software like Unbounce or Leadpages to assist in the design process. If you’d like a better understanding of the difference between custom coding vs landing page software, check out this article we wrote here.
As our client was on a strict budget, we decided to go for the more affordable option – using a landing page software. We chose Leadpages for this project, as it’s extremely easy to use with an intuitive user interface and easy navigation. With Leadpages it was easy for us to get a landing page finished for our client in next to no time.
Design principles to follow
So setting up a landing page is one thing, but designing a page that converts visitors into customers takes careful thought. At Clicktribe, we apply the following principles to all our design projects:
1. A clear visual hierarchy
In a good landing page design, some elements of the page are deliberately designed to be larger and more prominent than others. This ensures that attention is directed to the most critical elements of the landing page.
When designing your landing page, you want your headline and CTA to be the clear focal point of attention. Your logo comes next, and the visual hierarchy pattern should continue as you work your way down the page, drawing attention to more important features of your page – such as headlines – while detracting from other features, like footers.
2. A single call-to-action
Your call-to-action (CTA) should reflect the single action you want users to perform when they come to your landing page. The most common CTAs use an imperative verb, like ‘Call Now’ or ‘Get Your Free Quote’, to provoke the user into clicking the link and beginning their journey down the conversion funnel.
As best practice, a single CTA should be used multiple times throughout your landing page. This gives users a larger opportunity to enter the conversion funnel, giving them multiple chances to convert as they scroll down your landing page.
You also want your CTA buttons to appear in a colour that stands out against the rest of the page. This allows the user’s eye to easily distinguish where your CTA button is, meaning they can opt into whatever you have to offer at any time, without having to search the page for buttons.
3. Clean design
There’s no Ajax Spray & Wipe for landing pages, so to ensure your design is clean you want to make it basic, simple, and with little distraction. Of course it’s vital that you have content and imagery on your page, but you want this represented in a way that’s logical and stops the user from being distracted from the more important elements of your landing page. Too much clutter, noise, images, and disharmony will just confuse the reader and divert their attention from where you want it to be.
4. Responsive Design
With more and more users accessing websites from their tablets and mobile phones, it’s imperative that your landing page is able to be accessed from all devices. A mobile or tablet version of your landing page will have a similar look and feel to your desktop design, but be a little simpler. Essentially, we recommend that you use limited imagery, reconfigure your icons, and use sliders to reduce the amount of scrolling needed.
5. Clear & concise copy
The final element that’ll contribute to conversions is the sales copy on your landing page. Without convincing, direct copy, a landing page is just an arrangement of pretty pictures and colours. It’s vital that the copy on your page includes a punchy headline, subheadlines, and testimonials. You want the copy to be clear, easy-to-read, and empower the user to act swiftly.
Step 4: Create your targeted Adwords campaign with geographic keywords
Now that the pretty stuff was sorted, it was time to set up our Adwords campaign for the client. The fun stuff! For us, anyway. Every Adwords campaign is going to be different depending on the client, budget, and goals, but we’ll go into the key strategies we used for this particular client.
Our campaign: an overview
This was a small campaign, with less than $1k/month, and extremely targeted. As our client was based on Sydney’s Northern Beaches, he only wanted to target searches from that area and the nearby North Shore.
We decided to focus on only three campaigns:
- Branded – Using the client’s company name,
- Geographic – Using keywords like ‘Civil Engineer Manly’ or ‘Structural Engineer Mosman’, and
- General – Targeting more generic terms like ‘Civil Engineer’.
We placed this last bunch in a separate campaign, however, so that we could use tight radius target around the key target areas of the North Shore and Northern Beaches.
For the geographic keywords in this campaign, we started with phrase match targeting. We’ll be honest, results for the first few days were pretty slow using this tactic. So we decided to try a different approach and changed these to broad match modified.
And with that, we saw a huge increase in leads. The graph below gives a nice visual image of how results improved after changing phrase match type. If you want more info on the different match types available, check out our acronyms article here.
Ad group structure
As mentioned before, our client only wanted to target the Northern Beaches and the North Shore. But we went one step further for an even more targeted campaign. We structured our ad groups so that every suburb on both the Northern Beaches and the North Shore had its own ad group.
This meant that we could write suburb-specific ad copy for even more localised campaigns, gathering leads who were searching for engineers in their specific suburb. Here’s an image that better outlines how we structured our ad group for this campaign:
Our ad copy
With a good Adwords campaign structure setup, you’re halfway there. But if your sales copy isn’t right, you could be wasting a lot of money on needless click-throughs or none at all.
For our campaign, we used simple, targeted ad copy. We matched the headline of our ad with the search term of ‘[suburb] Engineer’ to boost click-throughs from potential customers without wasting our budget.
Here’s an example of the ad copy we used for this campaign:
Step 5: Follow up leads
What good are leads if you’re just gonna let them pile up? The final step towards ensuring the success of any Adwords campaign is making sure you follow up leads, and follow up quickly.
Think of it as a race against your competitors. Unlike the referral network, online searchers are clicking multiple ads, looking into all their different options. That same lead you have is likely also in the hands of your competitor, and you’ve gotta be the first to get a hold of them.
Don’t let your competitors get to your leads first. Can you imagine, after all that hard work setting up campaigns and having a headache from all the number crunching? Essential to the success of any campaign is following up leads and converting them into customers, so don’t downplay this step.
To sum it all up
We understand that some business owners have dabbled in digital marketing campaigns and not seen much success. But as with anything, using the wrong strategy won’t do much to help your business grow. Investing in the right digital marketing strategy, on the other hand, can do wonders for your business.
We’re pretty proud of the results we achieved for this client. And we’re even more proud because we reckon this case study shows business owners that it is possible to get good results on a small budget. All it takes is a little experimentation, patience, and a customised strategy. The tools are at your disposal, and our guidance is here if you need it.