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Hi, I'mLee Onions

Background

Operating from 2008 – 2016, this home improvement lead generation project was the longest marketing campaign operated under FIT. 

Apropos was our first client and initially our main focus.  They specialised in bespoke home extensions and our operation supported their sales and marketing efforts by providing them with targeted leads.

We showcased their products and prompted visitors to learn more by submitting their personal details in order to receive a brochure.

Our leads were always closely monitored for quality as we were paid increasingly generous commissions due to our ability to provide leads that matched their target audience and thus generate sales revenue.

We employed a variety of marketing techniques to generate over 200 leads per month during peak seasons, making us an integral sales partner with sales figures in excess of £1 million over the course of our working relationship.

TYPE OF PROJECT : 
Marketing / Web Development
PRODUCTS VERTICAL :
Home Improvement
SITE: 

Partners

We partnered with a variety of different home improvement merchants over the duration of the project, cross-selling related products and leads to Quotatis and Thomas Sanderson.

Diversifying our lead portfolio gave us a greater return per lead with additional products including conservatories, home extensions, bespoke curtains, blinds and window shutters.

CONTRACT

We were working on a commissions only model which was paid directly based on the results we achieved and delivered.

We captured the details of visitors who were actively seeking more information, requiring their name, address and a working telephone number.  Each person was then contacted by telephone to confirm their interest and verify their details in order for the lead to be deemed valid and paid to us.

Our initial payment started at £10 per lead but after several years we were eventually paid up to £35 per lead as a direct result of the quality and net worth of our prospective customers.

STRATEGY

 Our primary objective was to assist our client to make more sales than they were already achieving through their existing marketing efforts.  Whilst they had a comprehensive marketing strategy our approach was to analyse this activity and spot the gaps/opportunities to produce our successful marketing campaign.

Initially, a critical factor was to understand the audience demographic.  The pricing of the product was very prohibitive to the masses as the smallest and cheapest product was around £20,000 therefore strategy would prove critical to our overall success.

Search Advertising
Firstly, we needed to understand which keywords were worth targeting for our long-term organic search efforts.  To do this we set up a PPC campaign covering a broad range of long tail keywords and eventually narrowed it down to a subset of terms that converted profitably. We quickly found that specific keywords included in the search, such as ‘bespoke’, ‘tailored’, ‘luxury’, 'custom', etc helped identify and filter people naturally and thus avoiding mass-market consumers. Accurate geo-targeting of wealthier areas in the UK also helped improve our click-through and conversion and in turn delivering the right type of prospective customers to our client.
Google Image Search
Images of the products in situ proved to be one of the most compelling factors, as they provoked interest and the desire to learn more. Once we knew the keywords that performed well in paid search we set about naming and optimising our images inline with these long tail keywords. Once we ranked these images high enough in Google Image search this became a vital inbound marketing channel due to the fact that image-based searching and browsing was growing in popularity.
Content Marketing
We wrote our own unique content based on subjects that could be of interest and related closely to our best performing keywords. Some of the articles we published on our sites included: - “Planning a new kitchen extension? – what you need to know” - “Extension ideas – examples and styles” - “Glass Extensions for country homes” - “How much does a glass extension cost?” We ended up producing over 50 unique pages of content to support our organic search efforts, always targeting specific keywords and phrases.
Pinterest
The popularity of this platform was on the rise. To take advantage, we set up various pinboards titled with our best-converting keywords. We focused on pinning our own images to the boards and set about targeting key influencers within our vertical on Pinterest in the hope of getting re-pinned on their boards. Ultimately this approach provided us with plenty of targeted traffic but initially, it also reduced the quality of the leads. It was still worthwhile but we had to tighten our contact form information requirements in an attempt to divert casual visitors. Once our pins started to rank in google image search we saw the quality increase again over time.
Facebook Advertising
We experimented with Facebook paid advertising to generate leads from time to time. The cost to generate leads was low on our side but the sale conversion rate proved to be low in general at the client's end. Always working closely allowed us to understand what was working for them and this became a prime example of us adjusting using a feedback loop.

OUTCOME

We employed a variety of marketing techniques some of which are described above. 

We generated over 200 leads per month during peak seasons and around 130 leads per month on average.

We became an integral sales partner and produced sales in excess of £1 million over the course of our working relationship.