At SMR Social, we pride ourselves on our ability to optimise social media campaigns to deliver exceptional results. Recently, we worked with a national hair clinic to reduce their cost per lead from £13.51 to £4.58, significantly increasing the efficiency and effectiveness of their marketing efforts. Here’s a detailed look at how we achieved this success.
Understanding the Challenge
Our client, a renowned national hair clinic, was eager to test interest in a new in-clinic treatment. As they had never run Facebook ads before, we recommended starting with a proven treatment to establish a successful campaign formula. However, the client was adamant about testing the new treatment first, and we agreed to proceed accordingly.
Initial Campaign: Testing the New Treatment
We launched the initial Facebook ad campaign focused on the new treatment. The campaign started slowly, generating only a few leads. The cost per lead was high, around £13.51, and the leads we did receive were not converting well. Many potential clients were not suitable for the new treatment but were interested in other well-established treatments offered by the clinic.
Strategic Adjustment: Testing Offers and Engagement
Recognising the need for a change, we engaged in discussions with the client to explore potential incentives that could boost lead generation. We tested various offers to find one that resonated better with the audience. While this led to a slight improvement, the cost per lead remained high, and conversions were still suboptimal.
Pivoting to Proven Treatments
Given the ongoing challenges, the client agreed to shift the focus of the campaign to their most popular and well-established treatment, incorporating a special offer to further enhance the campaign’s appeal. This strategic pivot was based on our initial recommendation and aimed at leveraging a treatment with a known demand.
Implementation and Results
Within just three days of launching the new campaign, we saw remarkable results. The ads generated 12 leads at a cost of around £3 each. As the campaign progressed and stabilised, the cost per lead settled at approximately £4.58. This dramatic reduction in cost per lead not only made the campaign more cost-effective but also ensured a steady stream of bookings for initial treatment consultations.
Key Factors in Success
1. Client Collaboration: Open communication and collaboration with the client allowed us to pivot strategies effectively.
2. Offer Optimisation: Testing and refining different offers helped us identify the most compelling incentive for the target audience.
3. Proven Treatments: Focusing on a well-established treatment with a special offer significantly increased interest and conversions.
Achieving Long-Term Success
The success of this campaign highlights the importance of flexibility and strategic adjustments in social media marketing. By leveraging our expertise and maintaining close collaboration with the client, we were able to turn a challenging campaign into a highly successful one.
Key Takeaways
1. Start with Proven Strategies: Testing new treatments or products can be challenging; starting with proven offers can help establish a winning formula.
2. Flexibility is Crucial: Being open to adjusting strategies based on performance data is essential for optimising results.
3. Client Involvement: Active client involvement and willingness to pivot strategies are key to achieving campaign success.
At SMR Social, we are dedicated to helping our clients achieve their marketing goals through data-driven strategies and expert execution. If you’re looking to optimize your social media campaigns and achieve outstanding results, we’re here to help.
For more information on our services and how we can assist your organisation, feel free to get in touch with us today!